Malaysian baby wellness brand Applecrumby is reportedly 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 this week 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.

Applecrumby’ GreenCore-Dry technology allows the brand to offer 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,” says 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.”

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.

“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.”