Gush: Sustainable Paints Eco-certified with the Singapore Green Label

Set in 2025, the case describes the eco-certification journey of Gush, a sustainable paint startup based in Singapore. Lester Leong, CEO and founder of Gush, had set out to tackle poor indoor air quality with an innovative solution: an air-purifying paint. Gush was established in 2017, after formulating a paint that could remove volatile organic compounds (VOCs) instead of releasing them, as many traditional paints did. This unique feature was enabled by technologies like Gush Proprietary Catalyst and Gush Absorption Element, which could convert VOCs into non-toxic compounds, and absorb moisture from the air to reduce humidity, thereby inhibiting mould growth.

When it came to launching the paints in the domestic market, Leong knew that eco-certification would help build brand credibility, position Gush on par with the established incumbents in terms of sustainability credentials and qualify for bidding on local project tenders. Gush’s flagship products subsequently underwent rigorous testing and obtained the Singapore Green Label as well as the GREENGUARD Gold certifications.

Securing the internationally recognised GREENGUARD Gold label was meant to pave the way for entry into the US market. However, the sudden tariffs imposed by the Trump administration in 2025 derailed that plan. With the annual renewal of the GREENGUARD certification drawing near, Leong faced a dilemma. Proceeding with the costly renewal would require justifying the benefits, given that the US expansion plan was on hold. Yet forgoing renewal would mean their invested efforts and resources would go to waste.

This case study examines how a business leverages sustainability tools, such as eco-certifications, to support market entry and gain a competitive advantage. Students will be able to identify the motivations behind the pursuit of eco-certification by small and large businesses as well as the benefits each type of firm expects. They will evaluate the differences between private and government-backed eco-certification schemes, and differentiate between voluntary and mandatory eco-certifications.

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