Bringing home a newborn turns every decision into a big one, from choosing the right baby bottle to picking the best diapers for your nursery. But how often do we pause to think about what’s actually inside those diapers? Each layer is carefully designed to serve a purpose — from locking in moisture to preventing leaks and when it comes to your baby’s delicate skin, every layer truly matters.
That’s why Malaysia’s homegrown baby wellness brand Applecrumby® is proud to be the first private diaper brand in the world to be awarded a Utility Patent for its 100% Totally Chlorine Free (TCF) Absorbent Core, a breakthrough that sets a new global standard in diaper safety, transparency, and innovation.
This patented technology will make its public debut at TCE Baby Expo 2025, Malaysia’s largest baby fair, happening from today till 6 July at the Mid Valley Exhibition Centre. There, Applecrumby® will unveil its newly reformulated PureBasics™ diapers, alongside biodegradable scented nappy bags—designed with sustainability, softness, and science in mind.
Why Chlorine-Free Matters
Behind the science is a simple truth: babies’ skin is delicate, and harsh chemicals have no place in their daily care. Chlorine, commonly used in conventional diaper processing, can produce harmful byproducts like dioxins, which have been linked to skin irritation and long-term health concerns.
Applecrumby® has long advocated for safer alternatives. Now, with its GreenCore-Dry™ technology, the brand offers an 11-layer chlorine-free absorbent core that is lab-certified in its entirety—a first of its kind globally. From the inner lining to the absorbent center and even the side cuffs, every single component is tested and proven to be 100% free of chlorine, dyes, phthalates, heavy metals, and other irritants.
“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.”
Better Comfort. Safer Protection. Smarter Design.
The reformulated PureBasics™ diapers are not only cleaner—they’re better-performing too. Engineered to deliver ultra-fast fluid absorption, the diapers feature super-soft plant-based layers, wave-quilted linings for even moisture distribution, and triple leak guards that lock in fluids for up to 12 hours of dryness.
Key features include:
GreenCore-Dry™ Technology – Patent-protected core that absorbs and locks in moisture rapidly
Breathable, hypoallergenic materials – Designed for long hours of comfort."
Wide, stretchy waistband and soft tabs – For a snug and comfortable fit
Natural wheat protein infusion – With antioxidant and skin-soothing properties
Toxic-free wetness indicator – Letting parents know exactly when it’s time to change
Recognised by Forbes. Trusted by Parents.
Applecrumby®’s dedication to excellence has caught global attention. The brand was recently named in Forbes Asia’s 100 to Watch list, joining the ranks of the region’s fastest-growing and most promising businesses. And while this recognition validates the brand’s business model, its true impact lies in homes across Malaysia—where parents trust Applecrumby® for products that work and care equally.
“We wanted to make premium diaper care not just safer, but also more accessible,” said Jesmine. “That’s why we’re offering our new PureBasics™ diapers at promo prices starting from RM25 during the expo. Every baby deserves the best—without costing parents more.”
Real Moms. Real Stories. Real Impact.
To celebrate the launch, Applecrumby® is shining a light on real voices from the parenting community. In its latest video series ‘Kisah Kasih Ibu Applecrumby’, mothers from the Applecrumby® Community Club share their heartfelt experiences using the new diapers. Among them is Fiza Frizzy, beloved Malaysian TV host and proud mother of three.
“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.
Beyond Diapers: A Heartfelt Touch at the Expo
Applecrumby®’s booth at the TCE Baby Expo 2025 promises more than just great products. Partnering with Malaysian writer and poet Wani Ardy, visitors can craft their own personalised pantun postcards, hand-written and mailed to their loved ones. It’s a thoughtful invitation to pause, reflect, and reconnect through words and emotion—a fitting tribute to the love that parenting embodies.
Visit Applecrumby® at TCE Baby Expo 2025 (Booth G101) at Mid Valley and be part of a diaper revolution that puts your baby’s skin first. Enjoy exclusive deals on the newly launched PureBasics™ diapers from just RM25 and explore Malaysia’s first patented 100% Chlorine-Free diaper. Because when it comes to your little one, only the purest protection will do—from a brand trusted by parents and now recognised by the world.
