Malaysia’s very own baby care champion, Applecrumby®, is stepping into a new chapter! At the inaugural Malaysia Brand Day 2026, held at KLCC from 8 to 10 January, the brand unveiled its Kids Skincare Range, marking an exciting expansion from baby care to holistic family care.
The three-day event, officiated by YB Steven Sim Chee Keong, Minister of Entrepreneur and Cooperatives Development, gathered over 100 homegrown brands under one roof to celebrate Malaysian excellence. And Applecrumby® didn’t just show up but it stole the spotlight.
A Record-Breaking Recognition
Applecrumby® was honoured by Parenthood Records as Malaysia’s First Patented Totally Chlorine-Free Absorbent Core Diaper brand. This recognition cements its position as a pioneer in diaper safety and transparency.
“Being recognised for our patented chlorine-free absorbent core reflects our dedication to safety and innovation,” said Sean Tan, CEO & Co-Founder of Applecrumby®. “We want parents to feel confident that every product we create is designed with their child’s well-being in mind.”
From Baby Care to Kids Skincare
Since its founding in 2012, Applecrumby® has sold over four billion diapers worldwide, earning accolades like Forbes Asia 100 to Watch and multiple parenting awards. Now, the brand is taking its expertise beyond diapers with the launch of its Basic and Special Skincare solutions for kids. Formulated with gentle, skin-safe ingredients, the new range promises mildness and safety, values that have always been at the heart of Applecrumby®. “This launch is about more than products,” shared Jesmine Tan, Co-Founder of Applecrumby®. “It’s about reaffirming our commitment to care and comfort for families at every stage of childhood.”
Celebrating Malaysian Culture
To make the occasion even more special, Applecrumby® introduced Malaysia-exclusive limited-edition designs, including a kuih-inspired wipes packaging, a stylish tote bag, and AirPlus Mini Diapers. These designs celebrate everyday Malaysian moments, reinforcing the brand’s identity as proudly local.
Visitors to the booth enjoyed interactive games, freebies, and even a diaper exchange program – bring any unused diapers and swap them for a complimentary Applecrumby® AirPlus Mini Pack. Talk about a win-win!
Why It Matters
Applecrumby®’s journey from a small Malaysian startup to a global name is inspiring. With certifications like Halal, OEKO-TEX® Standard 100, and Dermatest®, the brand continues to set global standards while staying true to its roots. As Malaysia Brand Day shines a spotlight on local innovation, Applecrumby® proves that homegrown brands can lead the way in quality, safety, and creativity.
