Skip to content

Buy from our official store on Shopee and TikTok Shop or from a stockist in Malaysia

Mama's Choice

#ShopWithoutWorry

Hi Mama, we are Mama's Choice

You should be able to know exactly what you are putting on your skin, and on your baby's.

A work table with Mama's Choice products, formulation notes, and a hand holding a jar of cream

How it started

Pregnancy, then breastfeeding, then a baby to look after. It is a season of happiness and of a lot of questions.

Small decisions start to feel big. Which cream to use. Which ingredients to read up on. What to do if your baby swallows a little toothpaste. Those questions are normal, and we started Mama's Choice to answer them plainly.

We are a group of young professionals, mothers, fathers and healthcare practitioners who care about what our own families use every day. Working with experts and more than 13,000 Mamas, we develop care products for pregnancy, breastfeeding and your baby's first years.

Made with care, for Mama and baby.

Four things behind every formula

  1. 01

    Plant extracts and oils

    Our formulas use plant extracts and plant oils, chosen for what mothers and young skin need.

  2. 02

    Halal-certified and notified to NPRA

    Halal-certified by BPJPH in Indonesia, and notified to NPRA before sale.

  3. 03

    Tested in a Singapore laboratory

    Each formula is tested in Singapore, including for microbial contamination and heavy metals.

  4. 04

    What we leave out

    Made without parabens, triclosan, phthalates, SLS or drying alcohol (alcohol denat.). Our toothpastes are fluoride-free.

Our promise

Seven things we hold ourselves to

  1. 01

    Formulated and tested in Singapore

    Every formula is developed and tested in a laboratory in Singapore before it goes into production.

  2. 02

    Made for pregnancy and breastfeeding

    Every formula is made for pregnant and breastfeeding mothers from the start, not a general product adapted later.

  3. 03

    Free from parabens, phthalates and SLS

    Our formulas are made without parabens, phthalates, SLS or drying alcohol (alcohol denat.). Each product page lists what that formula leaves out.

  4. 04

    Every ingredient listed

    The full ingredient list for each product is on its page, preservative included. The preservative is what keeps a product in good condition until you finish it.

  5. 05

    Tested, with the details published

    Where a product has been through a lab test or a user survey, the Evidence page says who ran it, how many people took part, for how long and when.

  6. 06

    Halal-certified and notified to NPRA

    Our halal certificates are issued by BPJPH, in Indonesia (the All-Purpose Disinfectant is not halal). Our cosmetics are notified to NPRA before sale.

  7. 07

    Reviewed by skin specialists

    Each formula is reviewed by skin specialists before it goes on sale.

A gloved hand dropping an ingredient into a jar of cream in the laboratory, with Intensive Nipple Cream, Treatment Conditioner and Non-Fluoride Toothpaste on the bench

Our commitment

We tell you all of it, not only the parts that sound good

We develop our formulas with pregnant and breastfeeding mothers in mind, and test them before they go on sale. Every ingredient in our products is named on its page.

Every figure we show carries its basis, and every ingredient on the list has its job explained in everyday words. Then you can decide for yourself.

See what goes into our products

Mama Cares

Every purchase helps support another Mama

Mama Cares is the Mama's Choice social responsibility programme for the wellbeing of mothers and babies, and it runs all year.

Every Mama's Choice purchase helps fund the programmes we run with selected organisations and foundations.

Mamas sitting on mats at an outdoor Mama's Choice prenatal wellness gathering in a park.

Mamas at one of our community prenatal wellness gatherings.

Our team

The people behind Mama's Choice

Roshni Mahtani Cheung

Founder & Group CEO

Roshni is the founder of Mama's Choice and Group CEO of The Parentinc, the company behind theAsianparent, Webtretho and Motherswork. She has more than 15 years in media, marketing and mentoring in Southeast Asia's technology and startup industry, and co-founded Female Founders Network, a non-profit of 2,000 members that supports women founders in Singapore.

Roshni is a member of the first Obama Leaders APAC cohort, 2019/2020, executive producer of Untouchable: Children of God, a documentary about child trafficking in India and Nepal, and a board director of Singapore Repertory Theatre. She is also a regular judge on The Big Spark, the CNA startup competition programme on air since February 2024.

If you would rather judge for yourself