The vitamin and dietary supplements (VDS) market hit US$3.44 billion in 2017, a 30% growth from 2014, and is expected to hit US$22 billion by 2020. Among the supplements, categories such as prenatal and children’s supplements, and supplements that strengthen the immune system. Along with the increasing affluence of the Chinese population, consumers are increasingly leading stressful lifestyles impacting their health. The ease of information of the internet, along with awareness of foreign brands through channels such as KOLs and social media, has educated the consumer about the effects and importance of different health supplements. The increased health-consciousness, along with the demand for foreign supplement brands that are perceived to be of higher quality, has allowed brands such as Swisse and Blackmores to quickly capture marketshare. Over in Singapore, brands such as Greenlife and skincare brand Crystal Tomato have successfully entered the Chinese market via cross border e-commerce, gaining a foothold in the market as reliable, reputable Singaporean brands.