For many families, care comes full circle. One day, we care for our children. Next, we may find ourselves caring for our parents. For Applecrumby, this reality has inspired the next chapter of its journey. After spending the past 14 years helping parents care for their babies through safer, skin-friendly diaper innovations, the Malaysian homegrown brand is now expanding its mission beyond baby care with the introduction of Liv & Branche – its first adult diapers, marking Applecrumby’s first step into the adult care category.
The launch was officiated by Yang Berhormat Puan Anfaal binti Saari and attended by representatives from healthcare institutions and industry partners, reflecting a shared commitment to advancing healthy ageing, supporting caregivers and improving the wellbeing of Malaysia’s growing ageing population.
Yang Berhormat Puan Anfaal binti Saari, Selangor State EXCO for Women Development & Social Welfare said, “Through the Selangor Care Economy Policy 2024–2030, the State Government is committed to strengthening the care ecosystem and ensuring that support reaches those who need it most including older persons, caregivers and vulnerable families. By providing stronger support for caregivers and creating pathways for women to remain in or return to the workforce, we hope to build a society where caring for a loved one does not mean having to put one’s own aspirations and economic independence aside.”
The move represents more than a product expansion. It reflects a broader commitment to supporting Malaysian families through every stage of life. “When we started Applecrumby, we were just two parents trying to figure out how to keep our own child safe and comfortable. Years later, we’re having the same conversations, except now it’s about our own or our friends’ parents. Liv & Branche came from that same place – wanting to do right by the people who did right by us,” said Sean and Jesmine Tan, Founders of Applecrumby.
“Malaysian families are raising kids and looking after ageing parents, sometimes under the same roof. And when we hear from DOSM (Department of Statistics Malaysia) that Malaysia’s elderly population is set to nearly double to 6.4 million (17% of the total population) by 2040, that’s not just a number to us. They are someone’s parents – including the families we’ve served for the last 14 years.”
The launch was held at Sunway Sanctuary in Sunway City, reflecting the event’s broader focus on healthy and active ageing. “At Sunway Sanctuary, we believe ageing should be embraced as a fulfilling stage of life, supported by holistic wellness, active living and meaningful community connections. We are pleased to support this meaningful occasion with Applecrumby as it extends its care journey to meet the evolving needs of families and older adults,” said Vivien Lim Siew Ling, Director of Sales and Marketing, Sunway Senior Living.
The launch also marks a growing collaboration between Applecrumby and Sunway Sanctuary, underpinned by a shared commitment to supporting families through different stages of life, spanning community engagement, education and wellbeing.
Bringing Healthy Ageing and Caregiving into the National Conversation
To mark the launch, Applecrumby also hosted a panel discussion with topic: “Living Golden: Redefining What It Means to Age Well” bringing together Ms. Jesmine Tan, COO & Co-Founder, Applecrumby; Dr. Arjun Thanaraju, Lecturer of School of Psychology, Faculty of Medical and Life Sciences in Sunway University; Dr. Toh Ee Lyn, Health & Wellness Advisor of Sunway Sanctuary; Ms. Lily Fu, Founder of SeniorsAloud Community and Ms. Natasha Alias, caregiver & advocate for Alzheimer’s to discuss Malaysia’s ageing population, the realities faced by family caregivers, and how businesses and communities can work together to support healthier ageing and improve the wellbeing of older Malaysians.
The discussion explored topics ranging from the importance of preparing for an ageing society and challenging misconceptions about growing older, to practical ways Malaysians can age actively, remain socially connected and support loved ones with dignity.
Beyond product innovation, Applecrumby believes greater conversations are needed around ageing, caregiving and dignity. While parenting conversations have become increasingly mainstream, discussions surrounding adult care and caregiving often remain overlooked despite affecting millions of families nationwide.
Supporting Families Beyond Products
Built upon the same commitment to skin safety that has earned the trust of families nationwide, Liv & Branche incorporates an antibacterial, chlorine-free absorbent core to maintain dryness, skin health, and peace of mind, made with quality ingredients that protect delicate mature skin, and designed for a comfortable fit that is discreet underneath clothing. The range is developed specifically to meet the needs of adults requiring dependable daily protection, comfort and dignity.
As part of this commitment, the brand is also actively supporting elderly care organisations, caregiving communities and social impact initiatives through product contributions, awareness programmes and community partnerships.
As Applecrumby continues to evolve, its mission remains unchanged. From baby care to family care, the brand hopes to continue supporting Malaysians through every chapter of life’s journey.
Liv & Branche SkinGuard+ is now available at Liv & Branche official online store. In conjunction with the launch, Liv & Branche is also offering a special launch promotion for the public to enjoy an introductory offer. Further details on the promotion are available through Liv & Branche’s official online channels.
