Subsequently, the concept of sharing product and service information and opinions gathered a steady community, turning it into a venture business.

CozyCot started in November 2001 as an Internet portal based in Singapore, where members could post reviews and share shopping and fashion tips and opinions.

[4] As the online community grew, Nicole Yee began organizing live events for members, in order to get together.

[9] It expanded also geographically,[2] in the rest of East Asia and among Asian women from United States, Australia and New Zealand, CozyCot becoming one of the local websites "putting Singapore on the global map".

The show, named House Husbands, is focused on a group of men looking to prove they are equally adept in the boardroom as well as in the family’s baby room.

[12] The company developed also an offline presence, opening Ninki-Ô,[13] a 1000-square-foot retail outlet in Orchard Central[5] and launching the newspaper CozyCot.

[18] This produced Asia-Pacific Region’s first real time CRM database profiling and tracking, its results showing increasing orientation of the public towards online content, both in researching and in voicing opinions about products.

[1] The users of CozyCot, named "Cotters",[20] interact in the forum and by reviewing beauty products, also in the live events organized by the staff.

A CozyCot debate on plastic surgery, with over 1000 comments and 8 million hits, has been covered in Hankook Ilbo, regarding the specific Chinese views on this topic and their cosmetic tourism in South Korea.

[28] At "LoveFest 2011", a speed dating event held in Orchard Central (8–9 October 2011), the feature that drew media attention was the fact that the men participated blindfolded and they were encouraged to avoid questions related to age and looks.