Applecrumby®, Malaysia’s beloved baby wellness brand, just made history, and made diapers a whole lot safer. As the first private diaper brand in the world to earn a Utility Patent for its 100% Totally Chlorine Free (TCF) Absorbent Core, Applecrumby® is proving that baby care can be both smart and kind.
They’re kicking off this milestone at Malaysia’s biggest baby expo, TCE Baby Expo 2025 (3–6 July 2025 at Mid Valley Exhibition Centre) with the launch of their softest-ever PureBasics™ diapers and planet-friendly scented nappy bags, because babies deserve better, and parents deserve peace of mind.
“This isn’t just a patent – it’s proof,” said Jesmine Tan, Co-founder of Applecrumby®. “Proof that what we’ve built goes beyond marketing claims. We’ve developed and legally protected a truly differentiated diaper technology that gives parents a safer, science-backed choice they can trust.”
As a pioneer of chlorine-free diapers in Malaysia and Southeast Asia, Applecrumby® has long championed the removal of harsh chemicals like chlorine, which can cause irritation to delicate baby skin, from everyday baby products. To celebrate the launch, Applecrumby® is offering a special promotion: the new PureBasics™ diapers will be available from as low as RM25, making premium diaper care more affordable than ever.
Further cementing its rising reputation, Applecrumby® was featured in Forbes Asia’s 100 to Watch list, recognised among the region’s most promising high-growth companies. This international spotlight is a testament to the brand’s rapid growth and enduring mission to deliver safer, better baby care which are made in Malaysia, and trusted across the region.
Patented 100% Chlorine-Free Diapers: Innovation for Babies’ Health
The reformulated PureBasics™ diapers are now softer than ever, while maintaining excellent breathability to help reduce skin irritation. Powered by patent-protected GreenCore-Dry™ technology, each diaper features an 11-layer chlorine-free absorbent core that offers ultra-fast fluid absorption and up to 12-hour leak protection. It remains the only diaper on the market with every layer and component fully lab-certified chlorine-free, ensuring a safer choice for both babies and the planet.
Applecrumby® ambassador, long-time user, and popular TV host Fiza Frizzy has been actively working with the brand to share her personal journey using Applecrumby® diapers for her three children. In the latest user-generated content (UGC) video series titled ‘Kisah Kasih Ibu Applecrumby’, three real mothers from the Applecrumby® Community Club share their heartfelt experiences using PureBasics™ diapers for their little ones – highlighting the comfort, safety, and reliability that matter most.
“PureBasics™ diapers are more than just essentials, they’re a basic necessity to ensure our children get the best comfort and protection,” said Fiza Frizzy.
During the 4-day TCE Baby Expo at Mid Valley Exhibition Centre, visitors to the Applecrumby® booth will get to experience the softer-than-ever touch of PureBasics™ diapers, and the newly launched biodegradable scented nappy bags. With the help of local writer and poet Wani Ardy, all visitors can craft a personalised pantun dedicated to their parents or loved ones. Applecrumby® will then mail the handwritten postcard on their behalf, a thoughtful gesture to reconnect through words and love.
