Singapore amenity supplier harnesses inclusion to create impact and transform lives

GUAVA Amenities supplies customized toiletry and amenity sets to global hotel chains, airlines, cruise lines, airport operators, as well as companies in education and health care. 

The Singapore-based supplier’s sustainability journey began in 2010, starting with incorporating environmentally friendly ingredients into shampoos or toiletries. Soon it became clear that a lot of waste came from packaging itself. In 2014, the company began exploring sustainable packaging, though progress was slow.

The next step was empowering communities through partnerships. “We realized that a lot of large organizations have the heart to help local communities; however, they often don’t have a structure in place to do so,” said Gabriel Tan, GUAVA’s CEO, chosen as one of the SDG (Sustainable Development Goals) Pioneers by the UN Global Compact in 2022. 

GUAVA decided to use its relationships with large corporations to give opportunities to communities and nonprofit organizations. That meant raising awareness of their causes and showcasing their capabilities.

The first nonprofit partnership came in 2017, during a major project in Singapore. GUAVA had to assemble products locally and discovered an organization called MINDS: Movement for the Intellectually Disabled of Singapore. MINDS once cleaned airline headsets, but when airlines switched to disposable sets, many of their workers — mainly neurodivergent individuals — lost their jobs. 

GUAVA approached the charity about assembling dental kits. The work was divided into simple production lines, with each person responsible for a single task, supported by coaches.

Sophia Lim Pey Pey, Deputy Director of Strategic Communications and Engagement at MINDS, said: “Following the success of this collaboration, MINDS clients provided more product assembly support, including amenity kits for Changi Airport Group and for the retail sector. Even during the uncertainty of the COVID-19 pandemic, GUAVA continued to engage our students, enabling them to stay active and earn allowances.”

For the first several years, GUAVA worked only with MINDS without publicizing the collaboration. Later, after discussions with global partners, the company realized that by sharing these stories, it could scale its impact and work with more nonprofits. 

“Through these initiatives, we’ve seen lives transformed — individuals gaining confidence, pride and a sense of belonging. It’s a reminder that with the right opportunities, everyone has the potential to thrive and make a difference,” said Tan.

For GUAVA, the relationship with MINDS remains central. Today, collaborations go beyond product assembly: co-designed packaging with illustrations by students or adults, gift items for hotels and experiences where guests can engage directly. GUAVA's design team collaborated with MINDS to craft a series of 12 artworks for GUAVA's corporate calendar.

Aslinah Ahmad, Principal of the MINDS Woodlands Gardens School, emphasized the broader meaning of the partnership: “MINDS and GUAVA Amenities share a common goal in fostering an environment where students with intellectual disabilities can thrive. This partnership has provided valuable opportunities for students to be productive contributors through work tailored to their abilities and needs. By giving a platform for their artistic expressions, we hope the message of inclusion will reach a wider audience.”

“We wanted to change perceptions that people with disabilities or neurodivergence are to be pitied; they have significant talents, from art to design,” Tan explained. Through this approach, GUAVA provides partners with a platform and aims to create long-term demand for what is co-designed, assembled or produced.

Beyond products, the company has also built synergies through experiences, called “impact trips.” Such trips usually combine team-building or meetings with volunteering at one of GUAVA’s social partners. Each program is localized, combining nonprofits, cultural partners and conservation groups into meaningful one-day or multi-day engagements. These are not superficial visits but opportunities for long-term involvement, especially for companies with links to the region.

GUAVA has never done its own manufacturing, so the model has always depended on partners. “This isn’t just altruism; it’s also a competitive edge. By showing clients solutions that meet both brand and cost needs, we create impact and stay commercially viable,” noted Tan.

In 2024, GUAVA took part in a series of workshops for the SDG Ambition Accelerator, organized by the UN Global Compact, further strengthening its commitment to sustainability and alignment with global goals. GUAVA has since expanded its social impact initiatives to other countries across the region, covering critical areas including education, food security, culture and heritage preservation, and support for displaced communities.