IDS Digital Playbook

Our founder, DR. SK Tan, migrated to Singapore from Malaysia and practiced at the Island Group Clinic, a general practice medical group.

After a year when the group was being dissolved, Dr. Tan managed to secure financing and bought over the group.

At the Island Group, Dr. Tan made use of his previous training in Dermatology (at St John’s Institution, London) and started seeing many patients with skin problems. He also took in a partner whom he subsequently passed the group to.

The Aesthetics part of the practice grew and he decided to separate it from the family practice of the Island Group Clinic. Detractors (friends and family) expressed their concerns on the viability of a dedicated Aesthetics Clinic, given that aesthetic treatments were still somewhat of a novelty in the mid 90s.

Against all the negative advice and discouragement, Dr. Tan went ahead with his decision and in 1998, he founded the DRx Clinic.

The clinic continued to get a steadily increasing flow of customers which gradually became challenging as there was only one doctor.

Mrs Janifer Yeo-Tan (wife) realized that put a limit to the number of consultations and she implemented an idea that would change the direction of the aesthetics business-model forever.

She brought in trained beauty-therapists to assist – a novel idea at that time! This helped the doctor in optimizing his time with each patient – time was then well shared between consultation and treatment that could be handled by the therapists.

Soon after, the concept of ‘medi-spa’ treatments and ‘facials’ was introduced and added to the business.

The aesthetics aspect of the business worked very well in meeting a wider range of needs that consumers had, beyond just medical concerns for the skin.

Mrs Janifer Yeo-Tan set up DRx Meditech, and introduced the trading and distribution of aesthetic and medical machines into the group.

Our founders sold the DRx group of companies, to a multi-national conglomerate for an undisclosed sum. This set a precedence as this was the first time that an aesthetics clinic had been successfully sold to a MNC.

Four years later, IDS was born after Dr and Mrs Tan decided to launch a new clinic and skincare line.

After a year of cruising along, Dr. Tan’s good friend, Jacob Waugh, a brilliant physician/scientist, who had just exited as the Chief Scientific Officer of Revance Therapeutics, a specialty biopharmaceutical company developing topical botulinum toxin, propositioned a collaboration that would involve R&D for IDS Skincare.

Dr Tan, Janifer and Jacob founded JJSK Incorporated and introduced an innovative skin-delivery technology that is now being used in a number of key IDS Skincare products.

JYSK also then started a laboratory and, subsequently, manufacturing facilities (GMP-certified) (in 2018), in Singapore, used for prototyping and production.

IDS’ first retail store at Robinsons The Heeren opened doors, followed by subsequent outlets at Metro Paragon, Isetan Katong and Tampines.

IDS Aesthetics as well as IDS Skincare online shop were also launched that year.

IDS introduced DermaShield, a new range of products that offer blue light protection.

IDS ended the year with a bang as the group launched its first massive brand awareness campaign - #IDServe by setting up a retail space at the Glasshouse in collaboration with Robinsons The Heeren.

The campaign educated consumers on the layers and types of skin conditions, as well as shedding light on the difference between efficacy in products, and “ad-fficacy” on skincare marketing.

Following the brand’s campaign launch, 2019 saw a chain of developments for the group.

IDS has continued to grow into a recognizable name with a few breakthroughs under its belt.

First came the launch of IDS Aesthetics ‘unlimited facial memberships’ which created quite a stir as it was unheard of in the aesthetics industry.

Meanwhile, IDS Skincare constantly improved its research and formulations. The new and improved version of their innovative delivery system - Neulastin was introduced.

Soon after, the group relaunched their e-store jyx.shop which saw the start of a consolidation of more brands coming under one roof, including their brand baby - Kylaz, a targeted 3-step acne treatment line. Its launch in Bangkok also saw an opportunity to grow its regional presence, particularly in Thailand and Philippines.

2019 closed with an epic finale as IDS topped the retail charts, beating all other renowned global brands during its Black Friday Sale in Robinsons The Heeren. It was indeed a historical moment for this young, homegrown brand.