Meet Hildra, the Founder of POSTCARD

Founder: Hildra Gwee 

Brand: POSTCARD, #B2-11A

Who is POSTCARD, and what defines it at its core?

POSTCARD is a fragrance and personal care brand that believes everyday moments deserve to feel a little more special. We create scents that become part of your daily rituals—whether it’s your morning shower, getting ready for work, or winding down at night. At our core, we’re about helping people romanticise the ordinary.

If you could describe your brand’s personality in 3 words, what would they be?

Nostalgic. Thoughtful. Joyful.

We want every product to feel like a little memory you can come back to.

What is a recent milestone that you are most proud of?

Expanding into Takashimaya Shopping Centre has been a huge milestone for us. It’s our first step into Orchard Road, and being here has made POSTCARD so much more accessible. Customers can now explore our full scent collection, refill their favourites, and discover the brand in a way that’s simply not possible online. It also feels like a real vote of confidence for us as a growing local brand.

Can you share some highlights that stand out for POSTCARD?

One of my favourite moments is when someone discovers we’re actually a local brand and that we make everything in-house. Quite often they’ll tell us, “I thought it’d be much more expensive.” That’s always really encouraging because our goal has always been to create products that elevate your home and your everyday rituals, without feeling out of reach. We want people to enjoy beautiful scents and thoughtful design as part of their everyday lives.

What are some challenges you faced in establishing the brand?

There are so many challenges when you’re building a brand from scratch. One of the biggest was constantly asking ourselves the hard questions—why should POSTCARD exist, and how can we do things differently?

From the very beginning, we chose a path that isn’t the easiest. We manufacture everything in-house here in Singapore, which comes with higher costs and a lot more complexity. We develop our own formulations, source our own ingredients, and handle everything right through to the final product that reaches our customers.

We’re also an all-female team, so yes, we do all the heavy lifting—literally! But I think that’s also what makes us who we are. We learn as we go, adapt quickly, and always show up for one another.

How has being part of the Takashimaya community influenced your business, and what do you love most about the shoppers here?

Takashimaya Shopping Centre has given us a place where people can really slow down and experience the brand. The shoppers here are incredibly curious—they’ll spend time exploring different scents, asking questions, and many of them come back to refill or discover something new. It’s been amazing seeing so many familiar faces become part of our community.

What’s next for POSTCARD?

We’re already preparing for Christmas, which is one of my favourite times of the year. This year’s theme brings together two things I love most—fragrance and the wonderful world of books. I’m also working on a brand new scent inspired by well-read books and quiet libraries. Think softly aged pages, light cedarwood shelves, and the calm, airy feeling of getting lost in a beautiful library.

It’s still in the works, but I can’t wait to share it with you. Keep an eye out for this upcoming scent—it’s going to be a vibe!