bback started with a simple proposition: help people recover better after drinking. Built around its hero product, Party Relief, the brand has grown into Singapore’s best-known names in post-drink recovery. Today, it is sold across more than 400 points of sale, including Guardian and Watsons, alongside its own website and leading e-commerce platforms. 

Under focused ownership and leadership, the ambition is to build bback into a broader recovery brand — relevant to more of the moments when people need to bounce back. 

We are proud to announce that we have acquired bback alongside Saket Gore, former Asia Pacific Chief Executive of Himalaya Wellness, from Evo Commerce, with Saket taking over as Chief Executive Officer. 

Here’s why we think bback was worth the buy:   

Recovery Is Bigger Than One Occasion

Consumers are doing more, not less. The client dinner runs late, the workout session starts at 7am, the first office meeting is at 9am, and the quarter never quite ends. People do not necessarily want to do less. They want to keep living fully without compromising how they feel or perform afterwards. 

That is a structural condition rather than a passing trend. 64% of Singaporeans average 6.4 hours of sleep a night, below the seven to nine generally recommended¹.  Asia Pacific is already the world’s largest regional market for hangover remedies, with the category forecast to grow at more than 17% annually through 2035.  

But understood through the consumer rather than the category, recovery is much bigger than a night out. 

The same person has a version of the same problem after a hard session in the gym, after a heavy meal, after a sleep deprived night, after a long flight.  Consumers increasingly connect these moments as part of a broader recovery need. Most brands, however, still solve for only one of them.

That is the opportunity we see in bback.

What bback Has Already Built

At the heart of bback is Party Relief, its post-drink recovery capsule, formulated with clinically studied ingredient DHM and 21 supporting natural ingredients like Milk Thistle, Korean Ginseng and others.  Around it, the portfolio already extends into adjacent recovery needs: Hydrate, an electrolyte powder designed to replenish hydration, and Liver Guard, a daily supplement supporting overall liver health.

Together, the portfolio addresses three clear consumer jobs: Recover, Hydrate and Protect.

More importantly, bback has something that is difficult to manufacture quickly: consumer trust.

Party Relief was awarded #1 Anti-Hangover Supplement Brand by Watsons HWB 2025, while bback has accumulated more than 11,000 ratings on Shopee at an average of 4.9 stars. 

The brand is also available across more than 400 points of sale in Singapore, including Guardian, Watsons and major convenience and grocery channels.

That distribution matters. In supplements, pharmacy presence provides both reach and credibility. Retail relationships, consumer trust and repeat purchase behaviour take years to build. They cannot simply be shortcut with a large launch budget.

Why We Acquired Rather Than Partnered

At DSGCP, we have invested in consumer businesses since 2012, almost always from a company’s earliest years. Acquiring a brand outright is not our usual model which is why this transaction is worth explaining.  

Recovery is an attractive category, but it is also unusually unforgiving.

Unlike many wellness products, consumers can often judge the experience quickly. Did I feel better the next day? Would I buy it again?

That makes repeat behaviour particularly valuable and difficult for a new entrant to manufacture. bback already has an established base of customers who have bought, used and reviewed the product over years of real consumption occasions. 

What bback did not have was a company of its own. Evo Commerce built bback within a broader group.  As the founding team increasingly focused on scaling its other business, they believed bback could go further with owners and leadership whose sole priority was unlocking its potential. 

That is why the brand became available,  and why we chose to acquire rather than recreate. 

Building the same position from scratch would have taken years and still carried the risk that consumer trust and repeat behaviour never arrived. 

Category Experience Meets Consumer Branding

Saket Gore spent more than a decade leading Himalaya Wellness across Asia Pacific, building and scaling health and wellness brands throughout the region, including in liver health and adjacent recovery categories.

He therefore brings something particularly relevant to bback’s next chapter: deep category experience combined with an understanding of how health and wellness brands scale across Asian markets.

"I have spent most of my career building health and wellness brands in this region, have rarely seen one this size with this much customer loyalty already in place.  Most of what a brand this young usually lacks, bback has. What it has not had is a team whose only focus is bback. That is what changes now. 

I am very excited to partner with DSGCP to further develop bback in Singapore and over time, expand its presence across other Asian markets." - Saket Gore, Chief Executive Officer, bback

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Building From Singapore

Singapore will remain the focus for bback’s next phase of growth with increased investment behind the brand, innovation, e-commerce and retail. Over time, the ambition is to take what is built and proven in Singapore to consumers across Asia.

Building the right team will be central to that next chapter. bback is actively hiring in Singapore across brand, marketing, e-commerce, content and operations.

Gore added: “We want to build bback from Singapore, with the ambition to create a brand that can travel across Asia. What makes this opportunity exciting is that we have the foundations of an established business, but the freedom and entrepreneurial energy to shape what comes next. We want to bring together people who are excited to build that with us.”

Why We Are Backing bback

At DSG Consumer Partners, Healthy Living and Longevity is a core investment theme, and bback sits naturally within it. We back consumer brands that meet people where they are headed, and in wellness that direction is from reactive remedy toward habitual, proactive care.  In bback we see: 

• A structural consumer need: people are fitting more into their lives and increasingly value products that help them recover and perform again quickly. 
• Proven consumer love: an established base of customers and strong ratings in a category where repeat purchase is difficult to earn. 
• Hard-to-replicate distribution: more than 400 points of sale in Singapore, including pharmacy channels that provide important credibility in supplements. 
• Permission to stretch: a brand name — bback — that captures the benefit rather than a single occasion, giving the brand room to move beyond alcohol recovery. 
• Experienced leadership: a CEO who understands how to build and scale health and wellness brands across Asia. 

What comes next

bback exists because Evo Commerce built it and grew it into one of the best-known alcohol recovery brands in its category.  Our job is to build on bback and expand the brand’s relevance across the broader recovery needs that come with modern life.  We are proud to back Saket Gore and the bback team as they set out on this new chapter to build Singapore’s recovery brand into a regional one. 

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