Freshening – Sweetlink

Freshening the World

Freshening traces its relatively young beginnings to 1994, when it started out as a modest little shop lot in Eunos Singapore. The firm took off with a great start by pioneering the simple but novel concept of premium-grade individually packed wet paper towels. With a knowing finger on the pulse of increasingly sophisticated tastes and demanding needs of the average Asian consumer, Freshening successfully sparked the trend of accessible and convenient hygiene wipes.

With more than 5,000 food service, healthcare and hospitality establishments to our name, Freshening is now a leading wet towel producer as well as a key provider of hygiene and foodservice products in the region. We count, among many others, major airlines, global food chains, hotel conglomerates, international cruise liners and prominent hospital groups as loyal customers.

01 Quality Guaranteed

Freshening has invested in quality management practices, such as having a certified 100K clean room, which is a controlled room that maintains a low level of pollutants such as dust, airborne microbes, aerosol particles and chemical vapours. It has also invested in quality and safety assurance practices for laboratory testing.

In 2019, the company achieved international standards such as the Forest Stewardship Council – Chain of Custody (FSC CoC) Certification and ISO 13485:2016 standard for medical devices, which assures foreign markets and customers of Freshening’s product quality.

02 Highly Innovative

Smartowel Bio-D is just one example of how Freshening has innovated to stay ahead of the competition. The company has its own research and development (R&D) team, which was set up in 2007 and now functions as a key engine for the business’s growth.

Today, the product segment for the F&B industry continues to make up at least 50% of the company’s revenue, with medical products coming in second, and personal care third. Freshening now works on developing some six new products a year.

03 Made in Singapore, Exported to the World

Internationalisation has always been a priority for Freshening. The company has been venturing into overseas markets since 1994. At one point in time, Freshening was exporting their products to over 30 companies in Europe and had 11 distributors in Britain.