Who owns Mama's Choice

Mama's Choice is owned by The Parent Inc, the Singapore parent company of theAsianparent. In Indonesia it is operated by PT Mamas Choice Merchandising in Jakarta. Roshni Mahtani Cheung, founder of theAsianparent, started it after moving from Singapore to Indonesia in 2016, when her daughter was born and she could not find halal-certified products made for mothers. It launched in August 2019 as the group's first direct-to-consumer brand, developed with input from more than 13,000 mothers in the theAsianparent community.

Why it exists

Roshni found the gap the way most founders do, by falling into it. New to Jakarta in 2016 with a newborn, she could not find a single halal-certified product made for mothers. She was not alone. Mothers in our community kept asking the same three questions. Is this safe while I'm pregnant? Is it halal? Will it make my baby's skin angry? Most of what was on the shelf had been formulated for another continent and another climate, and the answer to all three was a shrug. Mama's Choice was built to make the shrug unnecessary. Every product is halal certified, dermatologically tested, hypoallergenic, and free from alcohol, parabens, sulfates, phthalates and triclosan. The promise in Indonesia is "Kurangi Worry Mama": one less thing to worry about, in a job that supplies plenty.

What it sells

Mama Series. Stretch mark cream, serum and oil; nipple cream; pregnancy-safe skincare and fluoride-free toothpaste; a treatment shampoo and conditioner for postpartum hair; almond milk powder for breastfeeding mothers; postpartum corsets and breastmilk storage.

Baby Series. Gentle shampoo and wash, skin and hair vitamin lotions, diaper rash cream, baby sunscreen and toothpaste.

The stretch mark range and nipple cream are the bestsellers. Three products, the nipple cream, feminine wash and stretch mark cream, won Infobrand's Brand Choice Award for Health and Beauty 2025.

Where it is sold

Mama's Choice is sold in 8 markets: Indonesia, Singapore, Malaysia, Thailand, Vietnam, the Philippines, Cambodia and Myanmar. Online, it holds official stores on Shopee, TikTok Shop, Lazada and Tokopedia, where around 20 of its products rank first in their category. Offline, it is in more than 4,000 outlets, including Watsons and Mothercare in Indonesia, Mothercare in Malaysia, Central and Robinson in Thailand, and Motherswork in Singapore and Vietnam. In 2025 the brand sold 3.4 million units.

Built on the group's flywheel

Mama's Choice is what the group's model looks like when you can hold it. A mother in the theAsianparent community says what she needs. We make it, test it with the people who asked, launch it through our own media, and put it on shelves through our distribution and Motherswork. Then the reviews come in, and the next product starts. It is the shortest distance we know between a complaint and a cure.