Most adults in Singapore take supplements, but few can explain what’s actually inside their daily capsules. With confusing labels, vague marketing, and little transparency around sourcing, the wellness aisle has become one of the most opaque corners of consumer health.

In this episode, the Breakfast Show speaks to Joyce Tan, founder of Needful, about why the supplement category needed rethinking, how she built a brand grounded in radical transparency, and what her journey reveals about consumer trust, product design, and building a business with integrity in a crowded market.