Ultimate Grooming For Men | Over 1000 grooming products | Free Delivery Singapore and Worldwide*


Grooming For Men Store

Our Story

Established in February 2007, WhatHeWants – is an evolutionary new concept store that sourced all over the world to offer the best skincare, haircare, body care and grooming products for men.


“Since my teenage years, I’ve been searching for good quality men’s skin care and grooming products that are suitable for my skincare needs, but there are very little products which cater to men”

- Mr Tan Seng Hwee, Founder of WhatHeWants -

“As the always macho man, how many of us would want to walk into a department store counter and crack open a conversation about our skin care problems? Why is there not a space just for men to address all our grooming needs?”

- He further said -

That was the motivation that spearheaded the birth of our first WhatHeWants store at the Cathay in Singapore. Our concept store and products was so well received and several more outlets was opened along Orchard Road till 2015.

WhatHeWants Online
Store & Our Presence

Today, WhatHeWants has transformed fully into an online store- WhatHeWants.com.sg and sells not only in Singapore. It’s customers now include neighboring countries and as far as the Western countries.

“This transformation is a painful decision but was essential for us to grow even further”, says Mr Tan Seng Hwee. High rental and the labour crunch limit the growth of the company locally and turning online allows us to expand outside Singapore.

Customers can now browse conveniently at their leisure with much wider range of products and fast delivery.

Our philosophy remains the same

We want all men to look and feel good!

Whether in pursuit of the ideal shaving cream, hair product, facial moisturizer or fragrance, a visit to WhatHeWants.com.sg is in order to discover a carefully selected range of products that reflect modern man’s ideals and attitudes towards grooming.