The Real Story of How SONS 21 Started

SONS 21 wasn’t born from a big business plan, a fancy marketing idea, or investor money. It started during one of the toughest moments of my life — the pandemic lockdown.
 

The Original Plan: Not a Cleaning Brand
Back then, my plan was actually to start an online grocery store. That’s why the SONS 21 logo is a shopping cart. We were sourcing for supplies, preparing the idea, building the foundation. But the online grocery store never really opened. The lockdown dragged on, and everything became uncertain. At the same time, my contractor business had no projects and no income. The lockdown felt like a tragedy — I had a family to support, bills to pay, and no clear direction. I didn’t know it then, but this difficult moment was about to open a completely new door.

The Cement Stain That Changed Everything
During that period, I had just bought an 8-year-old apartment. While cleaning up the place, I found stubborn cement stains in the toilet — stains that simply couldn’t be removed no matter what I tried. Out of frustration, I complained to my brother-in-law, who happened to be a chemical manufacturer. He listened to my problem and created an effective formulation for me. When I applied it… all the cement stains disappeared easily. That moment changed everything. I smelled the business opportunity. If I had this problem, surely many others did too.

Starting SONS 21 Alone in My Office
I didn’t have a team. I didn’t have experience in the cleaning industry. I didn’t even have a proper plan. But I had a solution — and I believed it could help people.

So I started SONS 21 alone in my small office:

• I repacked all the chemicals myself.

• I filmed product demo videos using my phone on a tripod.

• I used PowerPoint to design all my product artworks.

• I managed all the shopping platforms by myself.

• I replied to all customer messages one by one.

• I packed every order and sent out every shipment with my own hands.

No shortcuts. No outside help. Just pure hustle and belief. Growing One Step at a Time Sales slowly started to come in. More people began to try the product. More customers messaged me saying, “This really works.” That gave me confidence.

Then I took the next step: I went door to door to hardware shops, pitching my product in person. Just me, my samples, and my determination. Some shops rejected me. Some gave me a chance. And slowly, SONS 21 started to grow.

The Lockdown That Became a Blessing in Disguise
When the lockdown first started, it felt like a disaster. I had zero income from my contractor business and no idea what would come next. But today, five years later, SONS 21 has grown into a strong household cleaning brand — a brand built from scratch, from a single cement stain problem in my own toilet. What began as a tragedy turned into a new opportunity that changed my life.

Where We Are Now
Today, SONS 21 is still growing, and we’re just getting started. I now have a team working hard with me. We have big plans ahead — from expanding our product line to bringing our brand into more homes, more stores, and new markets. What started alone in a small office has become something much bigger. And I’m proud of how far we’ve come. SONS 21 was born in a difficult time, but it continues to grow because of determination, hard work, and customers who believe in our products.

Thank you to everyone who has supported us along the journey.

The story is still being written — and the best chapters are still ahead.

.;

Follow my journey:

Instagram: @teh_wilson

— Wilson Teh

Founder of SONS 21