FROM BABY CARE TO FAMILY WELLNESS: APPLECRUMBY EXPANDS ITS MISSION TO SUPPORT MALAYSIAN FAMILIES AT EVERY STAGE OF LIFE

KUALA LUMPUR, 27 AUGUST 2026 — For many Malaysian families, caregiving is a journey that evolves over time, from caring for young children to supporting ageing parents. Recognising the changing needs of families, Malaysian homegrown brand Applecrumby is expanding beyond its longstanding focus on baby care with the introduction of Liv & Branche, its first adult diaper range and a new step into the adult care category.

The move comes after 14 years of Applecrumby helping parents care for their babies through safer and skin-friendly diaper innovations. With Liv & Branche, the brand aims to extend the same commitment to comfort, protection and care to adults who require dependable daily protection, while also supporting caregivers and families navigating the realities of ageing.

The launch was officiated by Yang Berhormat Puan Anfaal binti Saari, Selangor State EXCO for Women Development & Social Welfare, and brought together representatives from healthcare institutions and industry partners. The event highlighted the importance of strengthening support systems for older adults, caregivers and families as Malaysia’s ageing population continues to grow.

According to Puan Anfaal, the Selangor Care Economy Policy 2024–2030 reflects the state government’s commitment to strengthening the care ecosystem and ensuring that support reaches older persons, caregivers and vulnerable families. She also highlighted the importance of creating stronger support systems that enable women to remain in or return to the workforce without having to sacrifice their aspirations and economic independence while caring for loved ones.

For Applecrumby founders Sean and Jesmine Tan, the expansion into adult care is rooted in the brand’s own experience as parents and its understanding of how family caregiving needs change over time. They explained that the idea behind Liv & Branche came from wanting to care for their own parents and the parents of people around them, much like the brand’s original motivation to provide safer and more comfortable products for their children.

The founders also pointed to Malaysia’s changing demographic landscape, noting that the country’s elderly population is projected to nearly double to 6.4 million, or 17% of the total population, by 2040, according to the Department of Statistics Malaysia (DOSM). For Applecrumby, the figure represents real families who will increasingly need support as they balance childcare, elderly care and other responsibilities.

The launch took place at Sunway Sanctuary in Sunway City, reinforcing its focus on healthy and active ageing. Vivien Lim Siew Ling, Director of Sales and Marketing at Sunway Senior Living, said the organisation believes ageing should be embraced as a fulfilling stage of life supported by holistic wellness, active living and meaningful community connections.

The collaboration between Applecrumby and Sunway Sanctuary also reflects a shared commitment to supporting families across different stages of life through community engagement, education and wellbeing initiatives.

As part of the launch, Applecrumby hosted a panel discussion titled “Living Golden: Redefining What It Means to Age Well”, bringing together industry and community voices to explore Malaysia’s ageing population and the realities faced by family caregivers. The panel featured Jesmine Tan, COO and Co-Founder of Applecrumby; Dr. Arjun Thanaraju, Lecturer of the School of Psychology, Faculty of Medical and Life Sciences at Sunway University; Dr. Toh Ee Lyn, Health & Wellness Advisor of Sunway Sanctuary; Lily Fu, Founder of SeniorsAloud Community; and Natasha Alias, a caregiver and Alzheimer’s advocate.

The discussion covered the importance of preparing for an ageing society, challenging misconceptions about growing older and encouraging Malaysians to embrace active ageing. Speakers also explored practical ways to remain socially connected, maintain wellbeing and support loved ones while preserving their dignity and quality of life.

Beyond introducing a new product category, Applecrumby hopes the initiative will encourage broader conversations around ageing, caregiving and dignity. While parenting and childcare discussions have become increasingly visible, adult care and family caregiving remain areas that are often less openly discussed despite affecting a growing number of Malaysian households.

Built on Applecrumby’s established focus on skin safety, Liv & Branche SkinGuard+ features an antibacterial, chlorine-free absorbent core designed to support dryness and skin health while providing reliable protection. The range is also designed with mature skin in mind, offering a comfortable and discreet fit for adults who require daily protection.

Applecrumby’s commitment extends beyond product innovation, with the brand also supporting elderly care organisations, caregiving communities and social impact initiatives through product contributions, awareness programmes and community partnerships.

With its expansion into adult care, Applecrumby is broadening its definition of family care while remaining grounded in the same purpose that shaped the brand 14 years ago. From helping parents care for their babies to supporting families as they navigate the needs of ageing loved ones, the brand aims to be part of Malaysians’ journey through every stage of life.