Elfaine Tan - Co-founded I'M IN, which is a lingerie brand aimed at solving a common struggle for women.

She bears the scars of an ill-fitting bra, a painful reminder of the lasting effects of discomfort and irritation—an experience that became her calling. 

Formerly in the fast-paced world of a creative agency, long hours in the same bra led to skin irritation, allergic reactions, and eventually permanent bra scars.

This was the turning point that inspired her to launch I'M IN. What else did Hongbin Jeong and Roshan Gidwani find out about her entrepreneurial journey?

Press play to find out on R.I.C.H.!

Elfaine Tan - Co-founded I'M IN, which is a lingerie brand aimed at solving a common struggle for women.
She bears the scars of an ill-fitting bra, a painful reminder of the lasting effects of discomfort and irritation—an experience that became her calling. 
Formerly in the fast-paced world of a creative agency, long hours in the same bra led to skin irritation, allergic reactions, and eventually permanent bra scars.
This was the turning point that inspired her to launch I'M IN. What else did Hongbin Jeong and Roshan Gidwani find out about her entrepreneurial journey?
Press play to find out on R.I.C.H.!

Your Way Home with Hongbin Jeong is your 4–8pm drive companion,

Your Way Home with Hongbin Jeong is your 4–8pm drive companion, guiding you through the day’s biggest headlines, trending conversations and the issues shaping Singapore and the world.

From news and current affairs to lifestyle insights and generational perspectives, the show helps you make sense of what’s happening — with clarity, context and a touch of personality.

Whether you’re catching up after a long day or tuning in on the move, Your Way Home keeps you informed, engaged and connected — all the way home.

And she closes the day with a song that says it all.

Your Way Home with Hongbin Jeong is your 4&ndash;8pm drive companion, guiding you through the day&rsquo;s biggest headlines, trending conversations and the issues shaping Singapore and the world.
From news and current affairs to lifestyle insights and generational perspectives, the show helps you make sense of what&rsquo;s happening &mdash; with clarity, context and a touch of personality.
Whether you&rsquo;re catching up after a long day or tuning in on the move, Your Way Home keeps you informed, engaged and connected &mdash; all the way home.
And she closes the day with a song that says it all.