Tiong Bahru Bakery just launched a brioche-scented hand wash

Coconuts Singapore
·1-min read

Update: Tiong Bahru Bakery rebrands bread-scented hand wash to be less Chanel-like

If you dream of walking around with bread-scented fingers, Tiong Bahru Bakery can now make it a reality.

The bakery chain famous for its French pastries is now selling bottles of hand wash that smell just like its brioche bread. It even comes with a name that plays on legendary French fashion house Chanel.

“As we zero in on our efforts to expand our bakery’s boulangerie offerings, Brioche N°5 is a novel way of bottling up all that buttery goodness in a treat for the senses, and a cheeky nod to one of the most iconic perfumes in the world,” owner Cynthia Chua said.

A 280 milliliter bottle retails at S$24 online and in stores.

The hand wash was made in collaboration with local perfumery Oo La Lab and contains whiffs of vanilla, caramel and pineapple. It’s the second time the bakery has come up with a quirky hand wash. It introduced Chewing Gum in 2017, which smells just like the minty Wrigley gum Singaporeans used to love before the 1992 ban.

After setting up shop in the hip Tiong Bahru neighborhood in 2012, the chain has since expanded to six outlets across the city.

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This article, Tiong Bahru Bakery just launched a brioche-scented hand wash, originally appeared on Coconuts, Asia's leading alternative media company.