Applecrumby, a Malaysia-based babycare brand and eCommerce platform, has raised $4.2 million growth investment from multi-stage venture capital firm, 500 Global.

The investment will accelerate the company’s growth through its high quality, safe and affordable babycare products, including the world’s first 100 percent totally chlorine-free mass market diapers, PureBasics™ by Applecrumby, Applecrumby said in a statement on Wednesday.

The new funding will also allow Applecrumby to grow its footprint globally, expand its distribution channels, and develop new products under the PureBasics range to meet the evolving needs of modern parents.

The company plans to expand into 20 countries by the end of 2024 through regional distributors.

“We believe that parents should have access to affordable, toxin-free babycare products, regardless of where they are based,

“Applecrumby has been bringing moms and dads peace of mind since 2012, and the new capital boost will allow us to broaden our impact, ensuring more families can give their child a healthier and happier start in life,” said Sean Tan, Co-founder and Chief Executive Officer of Applecrumby.

Applecrumby is a firm bringing Southeast Asian parents high quality, chemical-free yet affordable babycare products.

From their baby skincare essentials and cleaning detergents formulated with organic-certified ingredients, to their dermatologically tested baby wipes, the team innovates to curate the most nurturing and safe products for parents to care for their little ones.

Applecrumby products are available in 11 countries today, including Malaysia, South Korea, Thailand, Vietnam, Singapore, the Philippines and China.

Their retail partners include household names like Shopee, Lazada, TikTok Shop, Dagee Baby, Mothercare, MedPLus Pharmacy, Little Genius Baby and more.

In Malaysia, the brand will be available in close to 2,000 retail locations this year to provide parents greater convenience.

The company designed and produced PureBasics by Applecrumby, their patented mass market diapers lovingly made with 100 percent totally chlorine-free materials throughout all 11 layers, FSC Certified biodegradable pulp, plant-based super soft backsheet and topsheet, and their exclusive GreenCore-Dry™ technology to ensure optimal dryness, quick absorption and efficient moisture lock-in so babies stay comfortable throughout the night.

PureBasics by Applecrumby was launched at the end of 2023, and over 250,000 packs have been sold.

While both 100 percent totally chlorine free (TCF) diapers and elemental chlorine free (ECF) diapers avoid harmful elemental chlorine in the bleaching process, there is a key distinction.

TCF diapers eliminate chlorine entirely by using alternative methods like oxygen or peroxide, leading to a purer option for babies and the environment.

ECF diapers substitute elemental chlorine with chlorine dioxide, which may leave trace elements of chlorine in diapers.

“It has been reported that infants are at higher risk of toxicity through skin absorption because of their thin and permeable skin,

“Applecrumby is recognized as one of the leading brands for babycare having received numerous awards for its product innovations. We’re happy to support Sean’s and Jesmine’s mission to elevate babycare safety and standards globally,”
said Shahril Ibrahim, Partner at 500 Global.

Cited recent reports, Applecrumby highlighted the historically low birth rates in Applecrumby’s key markets such as Malaysia, South Korea, and Singapore, due to reasons such as ‘increasing financial costs of raising children’ and ‘pressures to be excellent parents’.

Applecrumby’s team empathizes with the financial constraints and challenges of modern families.

It noted the PureBasics by Applecrumby range offers practical solutions to support them in navigating parenthood amidst economic uncertainties.

“The rising cost of living is placing a strain on families everywhere, but access to essentials to care for one’s child should not be a privilege,

“We believe that every parent, regardless of their budget, deserves the peace of mind and confidence that comes with using safe and effective products for their precious little ones, and PureBasics by Applecrumby embodies our core value of ‘Applecrumby For All’,” said Jesmine Tan, Co-founder and Chief Operating Officer at Applecrumby.

Applecrumby noted that the firm is deeply committed to being global citizens and supporting government endeavors to tackle societal challenges.

The team aims to collaborate with governments to play an active role in improving the well-being of families and fostering positive societal impact.

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