a singapore brand. a different vision for water.
AOX, founded in Singapore
AOX began in 2009 with one belief: the water you drink every day deserves more thought. It was our founder’s second attempt at the water business. Today AOX is home to Collagen Renewing Water and serves more than 10,000 households and organisations.
- 2009Founded in
Singapore - 10,000+Households &
organisations - 5×Influential Brands
Top Brand - 5×Singapore Good
Design
it started behind a provision-shop counter.
AOX founder Jeffrey Tan grew up in Bukit Ho Swee, the son of a provision shop owner. By ten he was working beside his father, serving customers and helping to run the shop. At eleven he was running a small buy-and-sell business of his own from a friend’s home. The road from there to water was anything but straight.
- 1981
Trained in shipbuilding
Jeffrey earned a Diploma in Shipbuilding at Ngee Ann Polytechnic, then graduated into a shipping downturn with no shipbuilding jobs to be found.
- 1986
Started again, in sales
His first job was selling computers for $500 a month. Within three months he had been promoted to marketing manager.
- 1991
Lost it, then rebuilt it
When ABC Computer’s Hong Kong parent ran into trouble, its Singapore office closed. Jeffrey set his degree aside, kept the business going and relaunched it as ABC Asia Pacific in 1993.
- 2007
Health before profit
Jeffrey’s first water venture, JC Living Stream, sold reverse-osmosis systems, which strip water of almost everything, minerals included. When concerns emerged about drinking fully demineralised water every day, he faced a choice: keep selling the stock he had already paid for, or stop.
He threw the shipments away. He would rather take the loss than sell his customers something he no longer believed was good for them.
That decision cost him dearly. It also became the starting point for AOX.
- 2009
AOX is born
Jeffrey could have distributed established Korean or Japanese brands. Instead he went back to first principles and set out to create a water of his own.
He immersed himself in the science. He trained under German doctor Dr Eddy Bettermann, qualifying in advanced darkfield microscopy so he could study how minerals in water interact with the human body. He worked with Korean university professors on which natural minerals to use, and in what balance.
The result was the mineral formulation that is now AOX water, and a Singapore brand built on filtration, mineral composition and water quality.
“Paper qualifications can only take you so far.”
Jeffrey Tan, Founder & Chairmanfrom antioxidant water to collagen renewing water.
Instead of stripping water of everything, Jeffrey set out to keep what is good in it. Working with Korean university professors, he developed AOX’s own filters. The result was a proprietary seven-stage process that purifies water while infusing it with natural minerals, giving AOX water its natural antioxidant character.
Independent laboratory research has since taken that story further. One independent study observed 72% higher growth of collagen-producing cells*. That finding shaped who we are today: AOX Collagen Renewing Water.
Our dispensers have been designed with the same care as the water inside them. AOX and our sister brand AOz have earned five Singapore Good Design marks.
- 2009
AOX begins
Natural antioxidant water with our own mineral filters.
- 2010
Successful Entrepreneur Award
Platinum category.
- 2012
Asia Pacific Super Health Brand
Plus Winner, SPBA Promising Brands.
- 2013
Chen Xiuhuan joins as ambassador
A customer first, since 2012.
- 2014
SME One Asia Awards
Top honour, Emerging Award category.
- 2015
Spirit of Enterprise
Jeffrey named an honouree. Table Top Tap wins Singapore Good Design.
- 2018
Compac Series
Singapore Good Design, and our first Influential Brands Top Brand.
- 2021
Compac O2+
Singapore Good Design.
- 2022
Influential Brands Hall of Fame
After five consecutive years as Top Brand, 2018–2022.
- 2026
Collagen Renewing Water
Named Top Collagen-Renewing Water Dispensers in APAC by Healthcare Business Review.
customers first, since day one.
Putting customer wellbeing at the heart of all we do.
Our common purposeJeffrey built AOX on a simple idea: look after people, and they will look after the business. He wanted his team to be good people of character first, and good salespeople second.
“Our secret to success is in showing genuine care for our customers, staff and business partners. If we care for them, they too, will care for the growth of our business.”
Jeffrey Tan, Founder & ChairmanToday that care means professional installation, scheduled filter changes and maintenance, and responsive after-sales support for as long as you own an AOX.
4.9 from 2,300+ Google reviewsMost of them are about our installation and service teams.- 01
Pursuit of excellence
The highest professional standards in everything we do.
- 02
Customer first
Our customers are always foremost in our minds. We go the extra mile.
- 03
Concern for staff
We treat our people with respect and help them build fulfilling careers.
- 04
Integrity
Fairness in all our business and working relationships.
- 05
Teamwork
We work with pride, as one team, to succeed together.
Our vision · With God’s guidance, AOX strives to be number 1 in every market which we serve.
built on trust. driven by innovation.
AOX started with five people in a small shop in Sim Lim Square. Today it is a homegrown name trusted by more than 10,000 households and organisations.
You will find AOX in homes and offices across Singapore, and in places such as the Istana, the Prime Minister’s Office, hospitals and medical centres.
We are CaseTrust-accredited. Influential Brands named AOX a Top Brand for five consecutive years, from 2018 to 2022. In 2026, Healthcare Business Review APAC named us among the Top Collagen-Renewing Water Dispensers in APAC.
the next chapter.
Founder-built, and now led into its next chapter around Collagen Renewing Water.
Jeffrey TanFounder & Chairman“When we started AOX, we wanted people to think more carefully about the water they drink every day.”
Jeffrey founded AOX in 2009 and, as Chairman, remains the keeper of the values it was built on. He was named a Spirit of Enterprise honouree in 2015.
John TanChief Executive Officer“A water dispenser can have all the features in the world, but ultimately, what matters most is the water you drink from it every day.”
John joined AOX on the marketing side and now leads the company as CEO, taking AOX into its next chapter with Collagen Renewing Water.
in their own words.
Interviews, talks and press from our first decade.
our commitment continues.
AOX Collagen Renewing Water
Our products will keep evolving. The values behind them won’t: pursue excellence, act with integrity, care for our people and put our customers first.
*Observed in blinded in-vitro studies under tested conditions. Findings do not establish equivalent outcomes in humans. AOX systems are not intended to diagnose, prevent, treat or cure any medical condition.
