Established in 1976, Mase International Marketing Services started off as a distributor of hair colour products. Over the years, the company has grown to become a leading distributor of cosmetics and toiletries products in Asia. Mase places great emphasis on innovation in Research & Development (R&D) in its hair products and is the only Singapore SME in this field with an R&D facility focusing primarily on hair dyes and hair growth formulations.
Hair colour products have evolved to meet the changing needs of the market. Increasingly consumers are looking for products with gentler formulations to reduce hair damage. With these insights in mind, Mase engaged the services of IPI to source for alternative hair dyeing methods to cater to this growing niche of customers.
After understanding Mase’s requirements, IPI assisted Mase in identifying and assessing relevant technology partners to accelerate their in-house R&D efforts. Through IPI’s technology matching service, Mase successfully partnered the School of Chemical & Life Sciences at Nanyang Polytechnic (NYP) to embark on a research collaboration to develop a novel dye ingredient. The collaboration is expected to create a new range of hair dye products that are gentle on the hair and retains colour for a longer period.
In total, Mase has saved 18 months had they undertaken their project on their own.
Ng Ling Ching, Director, Mase International Marketing Services said, “IPI was instrumental in finding the right research partner to complement our in-house research activities. Through IPI’s facilitation, we are glad to have saved substantial time and effort to look for the right research partner. The research collaboration with NYP will also accelerate our product innovation cycle.”
The hair colour industry has seen significant shifts as consumer preferences evolve. Increasingly, customers are seeking hair dye products with gentler formulations that minimise hair damage, reflecting a growing demand for safer and more effective solutions. For Mase International Marketing Services, a leading distributor of cosmetics and toiletries in Asia, this trend presented both an opportunity and a challenge. To remain competitive and address this emerging market niche, Mase recognised the need to innovate beyond conventional hair dye products. However, developing novel formulations that are both gentle on hair and capable of retaining colour for longer periods required advanced research capabilities and access to new technologies. As a Singapore SME with a dedicated R&D facility, Mase was keen to accelerate its in-house development process but faced limitations in identifying suitable alternative dyeing methods and technology partners. The company needed to find a way to efficiently source and evaluate potential collaborators who could complement its R&D strengths, thereby reducing the time and effort typically required for such innovation cycles.
IPI Singapore assisted Mase International Marketing Services by identifying and assessing relevant technology partners to accelerate their in-house R&D efforts. Through IPI’s technology matching service, Mase was able to clearly articulate its requirements and leverage IPI’s extensive network to find the right expertise for its innovation goals. IPI facilitated a successful partnership between Mase and the School of Chemical & Life Sciences at Nanyang Polytechnic (NYP). This research collaboration focused on developing a novel dye ingredient tailored to meet consumer demands for gentler hair dye products that also offer longer-lasting colour. By enabling this connection, IPI played a pivotal role in complementing Mase’s in-house research activities and expediting the innovation process. The collaboration is expected to result in a new range of hair dye products that align with market needs and reinforce Mase’s position as an industry leader.
"IPI was instrumental in finding the right research partner to complement our in-house research activities. Through IPI’s facilitation, we are glad to have saved substantial time and effort to look for the right research partner. The research collaboration with NYP will also accelerate our product innovation cycle."
Established in 1976, Mase International Marketing Services started off as a distributor of hair colour products. Over the years, the company has grown to become a leading distributor of cosmetics and toiletries products in Asia. Mase places great emphasis on innovation in Research & Development (R&D) in its hair products and is the only Singapore SME in this field with an R&D facility focusing primarily on hair dyes and hair growth formulations.