Not Just Perfume: Reverseas.SG and the Hustle Behind the Brand

Credits: @reverseas.sg

Behind The Chapter is beyond sharing founding stories, instead showcasing initial struggles and successes of businesses who have come out of the woodworks. This week, another business we placed in the spotlight is Reverseas.SG, a local perfumery that had its roots in blending locality with what’s popular, breaching into a market riddled with big names, local and overseas. We chatted with Zasli, (or Z, as he goes by!) the face, the brains, and man behind an up-and-coming local brand infiltrating the scent scene.

The trip that sparked it all

It all started on a solo backpacking trip to Surabaya, Indonesia, where Z attended a perfume-making workshop. That’s where he met Mugi, a fellow scent enthusiast who would later become his first collaborator and business partner. The original goal? To create handcrafted perfumes as gifts for friends and family back in Singapore. But during the workshop, Z saw potential for something bigger.

What began as a simple idea turned into action—Z started taking pre-orders of perfumes made in Indonesia and brought them back home and began curating a scent list that included both reinterpretations of existing perfumes and unique blends of their own. Back in Singapore, Z poured his energy into refining the brand identity, launching his website, experimenting with marketing on social media, and showing up at local pop-ups. Reverseas.SG was born—equal parts passion project and business experiment.

Steep hills to climb

Leaving behind a career in the automotive industry, Z took a leap of faith into the world of fragrance. The transition wasn’t easy—especially in a space crowded with global perfume giants and high-end boutiques. Without a physical storefront, Reverseas.SG initially leaned on platforms like Instagram to build awareness. But visibility was a challenge, and so was navigating the logistics of importing products. One early misstep—receiving the wrong batch of perfume bottles—caused major delays, reminding Z that entrepreneurship comes with real, sometimes frustrating, lessons.

Treasuring the community around him

Z credits much of Reverseas.SG’s success to the communities the brand has engaged with, appearing in pop-up events that were centred around subcultures, arts, and alternative apparel. One way that Z was able to tap on these new connections was by meeting the Founder of Suave Cartel Media, Fauzi (or has he goes by: Ogy Wan Kenobi), who worked hand-in-hand with him to create better presence in the streetwear and sneaker market.

Ogy was on task with helping Z with market and industry research, and introducing Z to a new circle of entrepreneurs, event organisers, and clientele. His collaborative efforts with Suave Cartel Media also gave him the opportunity to bring Reverseas.SG overseas. In 2024, Reverseas.SG became part of Rise of the Sneakers event in Batam, Indonesia— an event organised by Hustler’s reunion celebrating street culture and subcultures surrounding sneakerheads.

New scents, new opportunities

Z’s vision for Reverseas.SG to be known more than simply a “perfume company” sees him setting goals for the foreseeable future which includes having his own space, creating more in-house scents, and formulating his own line of products and services. Aiming to entrench his brand as a experience and lifestyle rather than just another “perfume company”, Z aims to roll out perfume workshops where attendees are able to create their own scents, utilising his current selection of scents to allow folks to know how perfumes come about and how they can create their own scents. At the core of everything is a simple belief:

Fragrance is memory, emotion, and identity—bottled.

Just like scent lingers long after it's gone, entrepreneurship leaves an imprint—on industries, on communities, and on the people bold enough to start.

This is exactly what we do at Chapters Singapore, we’re here to shine a light on stories like Z’s: honest, grassroots, and filled with unexpected turns. It’s these stories that remind us of the power of starting small, staying connected, and pushing forward with purpose.

Keen to smell something new? Get in touch with Reverseas.SG!

Instagram: @reverseas.sg

Website: https://reverseas.sg/

We’re always on the lookout for bold founders, creatives, and small business owners with a story to tell. Whether you're just starting out or redefining your next chapter—we want to hear from you.

📩 Apply to be featured here: https://forms.gle/rGD8p2F8eh7ZYZCW8

📍 Follow us on Instagram: @chapters_singapore

📍 Visit us or say hello: 35 Kreta Ayer Road #02-01 Singapore 089000

Let’s keep telling real stories that matter—together.