Imagine creating a scent for 3 million Singaporeans.
At age 29, Datina Wee did just that. Collaborating her family-grown business with SBS Transit, Lynk Fragrances became the first—and till date, only—fragrance company to scent MRT stations in Singapore.
And it all started in the kitchen of a HDB flat with a desire to create safe scents for her family.
From Cells to Sales
Datina’s earliest memories were tied to scents.
“Some were comforting, like the aroma of my grandmother’s cooking,” Datina recalled. “Others were less pleasant, such as the sharp synthetic fragrances that would trigger my mother’s asthma.”
The idea that something so beautiful to someone can be harmful to another sparked an early curiosity in fragrances. Curious about how things work on a molecular level, Datina went on to pursue a diploma in Molecular Biotechnology after graduating from secondary school.
During the transition phase between secondary school to polytechnic, Datina also took on her first part-time job. At 17 years old, she stopped receiving allowance from her parents and instead earned her own keep.
This shouldn’t come as a surprise. Datina’s mum herself is a businesswoman.
“I grew up in a home where hard work and heart went hand in hand,” Datina explained. “My mother taught me the value of money and the importance of making it work for you from a young age.”
From selling second-hand items on Carousell, to sourcing and selling brand-new fashion and accessories on Shopee, and even tutoring primary school students, Datina dabbled in various business ventures.
And while she maintained a deep respect for science, Datina realised over the years that her true passion lies in business and entrepreneurship—the space where creativity meets impact.
It was why she decided to pursue a degree in business after graduating from polytechnic.
However, getting into a competitive course like business in a local university was nearly impossible, especially since Datina did not have a relevant diploma.
Turning to other options, she found that SIM-University of London stood out because of its real-world application.
“I wanted more than a textbook education. I wanted a space where I could test ideas in real life,” she continued, explaining that she wanted to work on her business ideas while studying.
In fact, some of her most memorable moments during her university days were when a lecture would spark a fresh idea—one that she could immediately test in her own side business.
Those real-time applications of theory not only deepened Datina's learning but also became the foundation on which Lynk Fragrances would eventually be built.
Getting Down to Business
In 2018, Datina’s mum suffered a severe asthma relapse triggered by a scented candle.
The frightening incident pushed Datina and her siblings to research deeply into aromatic ingredients. That was when they discovered that many everyday scents contained harmful chemicals.
Determined not to give up their love for fragrances, the Wee siblings began crafting their own candles tailored to their sensitivities, with Datina’s background in Molecular Biotechnology proving unexpectedly useful. These handcrafted candles were also gifted to friends and loved ones who eventually insisted on paying for them after one too many refills.
Slowly but surely, demand grew, and Lynk Fragrances was born.
“Back then, many fragrances in the market either relied heavily on synthetic notes or offered only a narrow selection of scents,” Datina recalled. “At Lynk, we wanted to change that. This combination of variety, quality, and trust gave us a place in the market that was missing before.”
The results proved themselves. Despite having limited resources and no physical store—a crucial factor in the aroma business — Lynk Fragrances not only survived but thrived in a market dominated by big brands.
Business boomed when the demand for home fragrances surged as consumers sought comfort in their personal spaces due to COVID-19 lockdown.
With a steady monthly revenue streaming in, Datina knew it was time to quit her full-time job to grow Lynk Fragrances full-time.
What started as candles expanded into personal care. What began as an online store on Shopee is now a retail shop at Changi Airport Terminal 2. What was once for personal use has grown into $1 million in revenue.
Their proudest collaboration was with SBS Transit where they crafted a festive scent for commuters at several MRT stations for the Christmas season in 2024.
“Our reputation for safe, clean fragrances and our proven ability to execute projects with precision made us a natural partner,” Datina shared proudly. “We created a scent inspired by fir and pine that evoked the feeling of walking through a winter forest. It was festive, fresh, and carefully balanced to be kind to sensitive noses.”
Through the years, Lynk Fragrances shows no signs of slowing down, having collaborated with global brands such as Google, Microsoft and Meta. Datina also plans to expand the brand regionally, beginning with Kuala Lumpur, as she works toward her vision of making Lynk Fragrances Asia’s leading scent house.
The Smell of Success
Despite her accomplishments, Datina remains grounded: “While financial results are important, the real reward is knowing our products are improving someone’s daily life.”
This sense of passion and purpose was what carried her through the challenges while building Lynk Fragrances from ground up. Recounting the long nights and unexpected costs she put in, Datina reminded aspiring entrepreneurs that building a business is about meeting the needs of others.
“Start with a purpose that matters to you,” she encouraged. “Your brand is not just what you sell, it is the feeling you leave with people.”
“And to me, when someone pauses, breathes in our scent, and feels a sense of calm or happiness—that’s success.”