Business Made Easy, For Generations, Through Generations.
We Inspire Consumer Journey
through beauty experience.
We are Best-In-Class
in all we do.
We lead through Entrepreneurship
& Innovative Efficiency.
Henazen
A proud member of Henatenn.
37°C Company
A people company with warmth.
Dream Team
We operate as one.
Omni-Presence
Be present everywhere.
Founder, Group Managing DirectorBen Lin
Founder, Group Managing Director
"We had a dream. To make beauty accessible to the world."
Eugene Tay and Ben Lin — Founders and Group Managing Directors — started with weekend fragrance promotions in a department store. Today the group they built moves beauty across fourteen markets from its own building on Joo Seng Road: warehouse on the fourth floor, group offices on the third, DTB's distribution on the first.
The founders' storyFrom a weekend side-hustle to a regional group
Neferti Pte Ltd — two founders begin wholesale trading.
Novela Pte Ltd founded.
The first Novela retail store opens.
China B2B e-marketplace launches; Neferti revenue exceeds S$50 million.
DTB Distribution Pte Ltd — exclusive distribution rights.
Henatenn Holdings Pte Ltd incorporated; the group acquires its own building.
Warehouse automation goes live at Penjuru.
Enterprise 50 Award.
The group in numbers
Legal name
Henatenn Holdings Pte Ltd
UEN
201940355K
Incorporated
2019 — trading since 2010
Headquarters
Luventus Building, 134 Joo Seng Road, Singapore
Group revenue
≈S$250m
People
140+
Markets
14
Businesses
Neferti, Novela, DTB, Beureka
Accreditations
bizSAFE Level 3 · Enterprise 50 (2023) · IMDA Digital Leaders Programme
Partnering with you through different phases of your brand
Integrated omnichannel commerce and supply chain solutions — B2B wholesale, e-commerce and automated fulfilment from one Singapore hub.
Visit NefertiYour Beauty Gateway to Global best-sellers and Playground to discover Hidden Gems, bringing out your individual beauty.
Visit NovelaWe build Desirable Brands that Inspire. We connect Brands to Consumers through Scalable Solutions and Channels.
Visit DTBHenatenn in the media
How we hold ourselves to account
Workplace safety
bizSAFE Level 3 certified — safety management across the group's warehouse, retail and office operations.
Product integrity
Authorised distribution and authentic stock only, from brand owner to shelf.
People
140+ staff, with training and a profit-sharing culture across every entity in the group.
The driving force behind our success
The founders, group functions and affiliate leads running Henatenn day to day.
Meet our leaders