From one conversation to fourteen markets.
Henatenn takes beauty brands from first meeting to B2B distribution, retail shelves and a 300,000-member consumer community — supply, retail and brand-building under one Singapore-headquartered group.
Three doors into the group. Choose yours.
Take your brand into Asia
One group covers your brand's whole journey into Asia.
- B2B wholesale into 14 markets through Neferti
- Shelf space + 300,000 members through Novela
- KOLs, content and retail training through DTB
Source beauty at wholesale
Source authentic beauty stock at wholesale, shipped from Singapore.
- Global houses to niche gems, one supplier
- Automated fulfilment from our own DC
- Export paperwork and volumes handled
Connecting brands, creators and consumers
Where beauty discovery meets social commerce.
- Enabling brands and creators to harness the power of social commerce
- A trusted beauty platform backed by industry expertise
- The gateway for brands and creators to reach today's digital beauty consumers
Three affiliates. One journey for your brand.
Land your product in Asia
Import, warehousing and automated fulfilment from Singapore, with B2B wholesale into 14 markets and e-commerce enablement across Shopee, Lazada and TikTok.
Explore Neferti's network
Put it in front of consumers
Shelf presence in stores islandwide plus novela.com.sg, the Novela app and a 300,000-member community, with cross-border reach into Southeast Asia and Greater China.
See Novela's reach
Grow it into a name
Exclusive distribution and full-stack marketing — KOL and press relations, content production, retail training and marketplace management across Asia Pacific.
Meet the DTB studioFrom first call to first shipment.
We assess fit
Category, price point, market headroom — we tell you honestly where your brand can win in Asia, and which affiliate should lead.
We build the plan
A channel mix across B2B wholesale, Novela retail and e-commerce, with commercial terms on the table early.
We launch
Import, compliance, warehousing and fulfilment from our automated Singapore hub — then onto shelves and marketplaces.
We grow
Marketing, KOLs, retail training and range reviews that compound your brand's presence year after year.
The numbers behind the promise
From S$50m to S$200m
Neferti crossed S$50 million in revenue by 2017. By FY2022, group turnover had passed the S$200-million mark.
Enterprise 50, 2023
Ranked among Singapore's 50 leading privately-held companies — recognition for how the group is run, not just how it has grown.
300,000 members strong
Novela's loyalty community across six stores, novela.com.sg and the Novela app — consumers your brand meets from day one.
Tell us where your brand wants to go.
Choose the business you would like to reach and tell us about your goals.