（Singapore, 07.05.2026)Motherhood has long been seen as a journey of sacrifice and care. Increasingly, for some women, it is also becoming the starting point of entrepreneurship.
Ahead of Mother’s Day, Shopee is highlighting a growing group of mother-led businesses in Singapore that have transformed personal parenting experiences into market-driven solutions, underscoring how lived experience is shaping new business opportunities in the family and childcare economy.
Among the featured brands are IYLA Collective and The Gift Caterer, two local businesses founded by mothers who identified practical gaps in parenting products and turned them into scalable businesses through e-commerce.
For Yi Ying, founder of IYLA Collective, the journey began with a familiar parental concern: finding safe and effective skincare products for her child.
After struggling to source products suitable for sensitive and eczema-prone skin, she decided to curate her own range of baby-safe and family-friendly wellness products, building a business around clean beauty and practical health solutions.
Today, about 70 per cent of IYLA Collective’s purchases come from customers seeking products for sensitive or eczema-prone skin, reflecting strong demand in a niche but growing segment of the childcare market. The brand has also expanded into homecare products, broadening its product ecosystem for family use.
For Serene, founder of The Gift Caterer, the inspiration came from another common parenting experience — receiving baby gifts that looked thoughtful but offered limited practical value.
Recognising that new parents often need essentials rather than decorative items, she built a gifting business centred on utility, creating newborn gift boxes filled with practical products such as diapers, bibs and wipes.
The company has since expanded into its own proprietary product line, including bamboo babywear and convertible tote wet bags designed to simplify caregiving for modern parents.
Both founders say digital commerce has played a decisive role in their growth.
Since joining Shopee, IYLA Collective recorded close to a 1.8-fold increase in orders between 2024 and 2025, handling between 600 and 900 orders during peak campaign periods.
The Gift Caterer, which joined the platform in April 2025, has seen sales grow by approximately three times, highlighting how consumer trust in established digital platforms can accelerate business visibility and purchasing conversion.
The rise of these “mumpreneurs” reflects a wider shift in entrepreneurship, where personal caregiving experiences are increasingly translating into product innovation and commercial opportunity.
Industry observers note that the parenting and family wellness market continues to expand as consumers seek safer, more specialised and practical products tailored to everyday family needs.
For platforms like Shopee, this segment represents not just retail demand, but an evolving ecosystem of niche founders solving real-life problems.
This Mother’s Day, these businesses offer more than products. They represent how motherhood itself is becoming a source of market insight — turning daily parenting realities into businesses built on empathy, practicality and resilience.
