We Transform Lives: Bringing Ancient Asian wellness and healing traditions from the Islamic world to the Global Modern Consumer

PurelyB is Asia's leading health and wellness lifestyle brand & community platform dedicated towards transforming people’s health and empowering sustainable healthy living. Backed by Silicon Valley-based venture capital firm, 500 Startups, PurelyB integrates digital wellness education with transformative 100% natural health food products, merging Asian traditions in wellness with modern science.

PurelyB’s unique health and wellness products are co-created with medical science experts and traditional healers to bring powerful Asian healing herbs, strong heritage and holistic traditions to modern consumers globally - at an accessible pricepoint and easy-to-consume appealing form easily integrated into their busy daily lifestyles.

OUR PRODUCTS
All PurelyB’s products are 100% plant-based, natural and sustainable, based on ancient tropical medicinal herbs and remedies used for centuries for healing in Asia, passed down through generations, backed by science. For the Asian community, these products enable more familiarity, accessibility and affordability.

Our proprietary Traditional Asian Superfood product “Pegaga by PurelyB" is a unique traditional Asian wellness remedy launched with overwhelming global demand despite marketing efforts only focused initially on Malaysia, with 2000% return on marketing investment. "Pegaga by PurelyB" is made with nature’s most powerful tropical herbs and fruits - organic antioxidant-rich Pegaga (Gotu Kola), turmeric leaf and papaya leaf, habbatus sauda, green apple and dates. It provides extraordinary health benefits such as improved digestive and detoxification, strengthened immunity, skin repair and anti-ageing properties, and enhanced brain function and memory.

The proven effects of our herbal products have resulted in high repeat customer rate of 40% and low cost per customer acquistion of USD$5 per customer. PurelyB’s users today span worldwide, including Malaysia, Indonesia, USA, Australia and UAE.

We currently have 3 Traditional Asian Superfood products available in the market and will be launching 6 more products in 2020.

The first of it’s kind in the market, PurelyB is the ONLY brand that integrates digital content with traditional Asian health products from a holistic lifestyle approach, for the modern generation.

SOCIAL IMPACT
Also a social enterprise, PurelyB’s mission goes far beyond improving the health of the end consumer; the company is committed to improving the livelihoods of marginalised women communities and preserving the herbal industry in Malaysia and Southeast Asia - by creating jobs and entrepreneurship opportunities in the harvesting and production of their herbal products.

We are proud of what we have achieved so far, BUT now we are ready to take PurelyB to the next level and achieve scale Globally by undertaking this capital fundraising round.

The future of the industry is now shifting more towards holistic wellness and natural health. The healthy eating, nutrition and weight loss segment is currently a US$737bn market expected to grow at a CAGR of >8% for the next 5 years.
Out of which Asia Pacific will be the highest growth market!

In ASIA alone, the market for traditional & herbal wellness products exceeds USD$15 billion in annual sales.

The use of medicinal herbs as an alternative method for prevention, healing, well-being and beauty is growing worldwide. There is tremendous untapped potential for ancient Asian health and wellness products in the form of traditional herbal foods and remedies which have been scientifically-proven to be as effective and more affordable than conventional healing modalities.


• USD$1 trillion of the USD$4.7 trillion Global Wellness Economy is focused on traditional medicine, healthy eating and nutrition.

• 40 million health-conscious urban audience across Southeast Asia.

• USD$100 billion annual sales of traditional & herbal Superfood products Globally

• USD$15 billion annual sales of traditional & herbal Superfood products in Asia

(Sources: Global Wellness Institute 2018; Global Wellness Economy Monitor 2018; Herbalgram 2017; Euromonitor International Report 2014; Robinson Pharma Inc 2015)

1. CONSOLIDATE AND EXPAND OUR PRODUCT SUPPLY CHAIN & PRODUCTION
Due to the tremendous increase in demand for our products, we continuously end up selling out our products early through our ecommerce site alone! By having a larger amount of capital to deploy, we will be able to produce more volume of products, expand our product range and also allow us to satisfy our growing customer base, partners and distributors worldwide.

2. EXPAND OPERATIONS TO SINGAPORE, INDONESIA, MIDDLE EAST & CHINA
We have been witnessing increasing interest and demand for our health products from multiple other markets including countries such as Dubai, Saudi Arabia, Indonesia, UK etc despite only marketing to Malaysia consumers to date. The funds will also enable us to actively market our brand and products in Singapore, Indonesia, Middle East and China from which we are already achieving interest organically. As well as strengthen our brand presence and sales in Malaysia & Hong Kong.

• THE MARKET OPPORTUNITY:
• USD$ 1 Trillion of the USD$4.7 Trillion Global Wellness Economy is focused on traditional medicine, healthy eating & nutrition.
• 40 Million Health-Conscious Urban Audience in South-East Asia.
• USD$15 Billion Annual Sales of Traditional & Herbal Wellness Products in Asia (Herbalgram 2017)


3. IMPLEMENTING & IMPROVING TECH & INFRASTRUCTURE:
Data and analytics + seamless content-integrated e-commerce solutions to build personalised & targeted customer experiences based on customers' health needs, strengthening their long-term loyalty and as well as providing insights for innovation & future product development.

PRODUCT DEVELOPMENT & CONTENT OPERATIONS:
Product R&D and expansion includes infrastructure and operations of product supply chain and production. The fund will enable us to produce more Traditional Asian health & wellness products and lines of products to meet the increasing consumer demand. We already have 6 new product SKUs in the works so far for 2020 co-created with renowned traditional healers, herbalists and medical scientists. With each product based on centuries-old Traditional Asian health remedies passed down through generations - tried and tested for saftey and results, backed by scientific research and evidence, but pending capital to begin production.

SOCIAL IMPACT EXPANSION:

• To build up & kick off the training & entrepreneurship opportunities for marginalized women communities to earn added income through profits off sales of our ‘social’ traditional Asian superfood product (lowercost/ priced point version)

• To engage and work with more marginalised farming communities in the supply of our herbs for our products – as we are able to scale up production and orders with the funding.

ACQUISITION
The main exit strategy is for PurelyB to be acquired by a larger multinational corporation for a Profit, to be able to make a bigger impact in the global health and wellness industry together.

Large Companies worldwide are acquiring smaller yet good quality health & wellness product brands to help them meet the growing wellness global demand + provide healthier & more sustainable choices for their consumers.
We had already received acquisition interest in 2016 due to our digital strengths as a modern wellness lifestyle brand and content provider, a first-mover in Asia in our approach. Now with the launch of our private label proprietary products further fulfilling a gap in the market in Asia, we have an even stronger brand leadership advantage, attracting interest from Global brands targeting to expand into Asia Pacific or South-East Asia.

EXIT STRATEGY TIMEFRAME

Within the next 3-5 years by Year FY2023 – FY2025. (Based on the right acquisition partner and acquisition offer).

DETAILS ON PURELYB’s FIRST ACQUISITION OFFER IN 2016:
Early Acquisition interest in PurelyB in Dec 2016 by a HK Listed Wellness Company : At an offer of USD5 million for majority stake of 51%, valuing PurelyB at USD1-million. --> 2.5x The Company’s current valuation.

We did not pursue this offer further as at just 1.5 years old we still had huge untapped potential to realize and believe in a much higher value of the company.

INDUSTRY TRENDS: MERGERS & ACQUISITIONS:
Current Natural & Organic Health Food Product Company Acquisitions:

Please see below examples of recent acquisitions of smaller health food product companies by larger MNCs so far internationally. They have ranged from USD$100 million to USD$12 billion in acquisition value:

1) Danone acquired plant-based food and drinks brand WhiteWave for USD$15 Billion - to meet consumer expectations for healthier and sustainable choices. (2017)

2) The Clorox Company  acquired Nutranext for USD$700 Million, a health and wellness dietary supplements retail & ecommerce company that has No. 1 natural anti-stress and sleep supplements brand in the “natural” channel (2018)

3) Glanbia acquired Amazing Grass for USD$240 Million – a portfolio of plant-based, organic and non-GMO brands to lifestyle consumers in the , “Greens” and “Super Food” healthy “food” supplement categories. (2017)