When Dr. Cheng Joo Chin, a veterinarian by training, struggled to find a collagen supplement that met her standards, she took matters into her own hands. Blending science with a passion for wellness, she founded Nutribear, a brand dedicated to anti-ageing solutions—and hasn’t looked back since.
A Quest for Pure Collagen
Dr Cheng Joo Chin, fondly known as JC, did not initially set out to become an entrepreneur. Her journey began with a personal search for high-quality collagen to address her dry skin and fine lines.
Frustrated by overpriced products filled with unnecessary ingredients, she sought a pure, unflavoured collagen—but found none on the market then.
At the time, JC was selling vanilla flavouring to pig farms, where she had the opportunity to work with a food manufacturer. One day, the manufacturer casually offered to help if she ever wanted to create her own product. After much thought, she took the leap, sourcing pure collagen free of additives.
What started as a pet project quickly gained traction among family and friends, and she found herself at the helm of a growing business. Over the last two years, her venture evolved into Nutribear, a brand committed to clean, science-backed anti-ageing solutions.
The Nutribear Story Begins
Nutribear was launched without a flashy name or fancy packaging—just a simple commitment to sharing something JC truly believes in.
The name itself reflects this philosophy. “Nutri” represents nutrients, nutrition, and nourishment—the foundation of healing and thriving. As an animal lover, JC has always admired the bear, a universal symbol of strength, resilience, and wisdom. Bears instinctively know how to nourish themselves—whether by hibernating, seeking medicinal plants, or adapting to their environment. They embody the perfect balance of power and gentleness.
“That’s why I chose Nutribear,” JC explains. “It represents not just nutrition and nature, but the inner strength that comes from taking care of our bodies the right way.”
Over time, the brand evolved, and in 2018, JC decided to rebrand, refine, and repackage everything with a clear vision: to offer pure, high-quality collagen without unnecessary fillers.
A Natural Transition
For JC, the shift from veterinarian to entrepreneur felt organic. Raised by a teacher mother and a business-savvy father, she was exposed to both discipline and hustle.
Her veterinary background proved invaluable and gave her a deep appreciation for health and longevity. “Ageing is universal,” she notes. “At a cellular level, humans and animals experience the same biological decline. I always joke that humans are just animals with fancy clothes!”
JC’s approach to anti-ageing is deeply personal. Every product she creates is designed to solve real problems—ones she, her family, or her friends have faced. If she doesn’t have the answers, she consults her siblings, both doctors, or her network of specialists.
While she still loves the veterinary industry, JC is all-in in this new chapter of life. “Now, I’m creating something of my own, helping people in a different way, which is intensely rewarding to me.”
The Nutribear Philosophy
The entrepreneurial journey is deeply personal for JC, and that’s what keeps her going. “I don’t sell products; I share solutions that I truly live by.”
Nutribear is committed to science-backed, nature-inspired formulations. Nature provides powerful ingredients, but science determines how they work, how much we need, and how our body absorbs them best. All Nutribear products stand by the following guidelines:
- No fillers – Every ingredient serves a real purpose.
- No unnecessary additives – No sugars, artificial flavours, or fillers.
- Pure, high-dose formulations – Because the body thrives on quality, not gimmicks.
“For example, our collagen is pure, unflavoured, and clean—because I believe in giving the body exactly what it needs, not just what tastes good,” JC explains. “Our body already knows how to heal, restore, and stay youthful. We just need to give it the right support.”
At Nutribear, science refines, and nature nourishes—working together to create products that actually make a difference, not just look good on a label.
Less Waste, More Purpose
While many brands focus on aesthetics, Nutribear prioritises function and efficacy. Packaging is kept simple and practical because what’s inside matters most.
JC also brings a touch of playfulness to the brand. Nutribear’s fun “beary” puns (like “beary hard” and “bearst results”) resonate with customers who respond with “beary good” or “bearst decision ever.”
“We all need a little fun in our lives, especially as we age,” JC says. “Taking care of yourself shouldn’t feel like a chore. The puns are just a fun way to connect with people who get it. And for those who don’t like them? That’s okay too—what matters is that they love the results.”
Going Beyond Collagen
As JC moved through her 30s, she began to experience the effects of ageing firsthand, affecting her energy levels, recovery, and resilience.
“That’s when it hit me—collagen alone isn’t the full answer to ageing well,” she shares. As such, Nutribear expanded beyond collagen to become a complete anti-ageing brand—one that supports the body from the inside out.
From collagen to ageless gummies, moisturising gel, and more, Nutribear aims to help people age with strength, vitality, and confidence, not just looking younger but feeling their best.
Challenges in Entrepreneurship
Building Nutribear wasn’t without obstacles. The biggest challenge is cost. Using high-quality, clinically effective ingredients isn’t cheap. But JC refuses to compromise. “I use my products myself; my family and friends use them—I know they work. The challenge is helping people who don’t know me personally understand and trust the quality behind what I do.”
Consumer habits also present a challenge. Many prioritise affordability over effectiveness. “It’s like fast fashion—people see a low price and overlook craftsmanship and longevity,” she explains. Educating consumers about quality remains an ongoing effort.
Another struggle is wearing multiple hats. JC still handles emails, social media, customer support, and content creation herself. Balancing these responsibilities while growing the business can be overwhelming, but she believes in maintaining direct engagement with her community.
Funding is another hurdle. Unlike entrepreneurs with financial backing, JC built Nutribear with her own savings. She chooses sustainable growth over rapid expansion, ensuring every product meets her high standards. “Of course, I’d love to scale faster, but quality comes first—always.”
Despite these challenges, she remains steadfast. “If you stay true to your values, do things the right way, and create something worthwhile, people will see the difference. It just takes time.”
A Commitment to Holistic Health
JC doesn’t believe in quick fixes. “True health isn’t about masking symptoms; it’s about addressing the root cause.” With Nutribear, she hopes to shift consumer mindsets—focusing on long-term wellness rather than temporary solutions.
Her passion for holistic health stems from childhood. Frequently sick as a child, she disliked the physical discomfort and suffering that came with illness, and became determined to be stronger and healthier. While medicine is essential, it often comes with side effects. She realised that both humans and animals have an incredible ability to heal—if given the right nutrients and conditions.
“No single product can undo years of lifestyle habits overnight. What Nutribear does is support those lifestyle changes with high-quality, effective solutions that work with your body—not against it,” she says.
What’s Next for Nutribear?
JC is passionate about empowering people with knowledge. She’s working on targeted guides, from hair loss and knee pain to skin elasticity, to help customers take real action for real results.
“Because let’s be honest—just popping a supplement isn’t enough,” she says. “Knowing how to support your body as you age makes all the difference.”
There are more new products in the pipeline, but JC wants to take her time. “Every formula goes through rigorous testing—I personally test the samples, check the texture, scent, and consistency, as well as conduct small-batch trials. If I wouldn’t use it myself, I won’t sell it.”
As the health and wellness industry grows more crowded, JC is unfazed. “Trends come and go, but integrity, quality, and genuine care will always stand the test of time.”
