KUALA LUMPUR, 22 SEPTEMBER 2026 — As Malaysia moves towards an ageing population, the need for greater attention to the health and wellbeing of older adults is becoming increasingly important. According to the latest figures from the Department of Statistics Malaysia (DOSM), people aged 65 and above accounted for 8.4% of Malaysia’s population in the second quarter of 2026, up from 8.0% during the same period a year earlier.

One of the issues that can affect older adults is urinary incontinence, yet it remains a subject that many individuals and families find difficult to discuss openly. Malaysia’s National Health and Morbidity Survey has previously identified embarrassment and reluctance to seek treatment as challenges associated with urinary incontinence among older people. The World Health Organization (WHO) has also described urinary incontinence among older adults as under-recognised and under-reported, noting that it can affect self-esteem, confidence, social participation and everyday activities.

Against this backdrop, incontinence care brand AIRE is expanding its presence in Malaysia, with its products now available at more than 20 selected AEON outlets across six states and two Federal Territories, including Selangor, Johor, Penang, Melaka, Negeri Sembilan, Kelantan, Kuala Lumpur and Putrajaya. AIRE products are also available online through Shopee Malaysia and TikTok Shop.

The expansion goes beyond increasing access to incontinence products, with AIRE also seeking to encourage a more open conversation around ageing and incontinence care. According to the brand, embarrassment and stigma can prevent some individuals from seeking support or participating fully in everyday life. To address this, AIRE places emphasis on developing products with older adults and caregivers, while promoting greater awareness and education around incontinence care to support confidence, independence and quality of life.

Behind AIRE is founder Nivedita Venkateish, whose decision to establish the brand was inspired by her personal experience with her grandmother, Anasuya, who developed urinary incontinence later in life. During the COVID-19 pandemic, Anasuya initially resisted using adult diapers due to the embarrassment and stigma associated with them. After suffering a serious fall while making repeated trips to the bathroom at night, she was bedridden for several months. The experience of using existing incontinence products also highlighted issues involving comfort, texture and fit.

The experience prompted Venkateish to establish AIRE in Singapore in 2023 with a more consumer-focused approach to incontinence care. The brand aims to give older adults greater consideration in areas such as comfort, fit, choice and overall user experience.

This approach has also shaped AIRE’s product development process, which involves multiple prototypes and rounds of consumer testing with older adults, caregivers and people living with incontinence. Their feedback has helped inform areas such as sizing, fit, materials and absorbency. Taking into consideration the region’s hot and humid climate and Asian body types, AIRE’s range also starts from a 22-inch waist size.

In Malaysia, AIRE’s current range includes Adult Pull Up Pants, Ultra Pull Up Pants and Ultra Tape Diaper, offering options for different levels of leakage and care requirements.

Beyond product development, AIRE is also recognising the changing digital habits of older Malaysians. DOSM data shows that 92.3% of Malaysians aged 60 and above used the internet in 2025, up from 91.6% a year earlier. This highlights the growing participation of older adults in digital spaces and challenges the perception that seniors are largely disconnected from online communities and commerce.

AIRE has incorporated this perspective into its communications by positioning older adults not only as recipients of care, but also as consumers, content creators and active community participants. The brand has worked with older creators and used its platforms to promote active ageing, share practical information about bladder health and movement, and provide opportunities for seniors to participate in community activities.

According to Venkateish, while developing effective products remains important, AIRE’s ambition extends beyond the product itself. The brand aims to listen to older adults and involve them in areas ranging from product development and communication to community initiatives. Through this approach, AIRE hopes to support people living with incontinence so that the condition does not unnecessarily determine where they can go, what they can do or how confidently they live.

The expansion in Malaysia follows AIRE’s growth in Singapore, where the business had reached approximately 100 retail locations and seven-figure annual revenue by the end of 2025. In Malaysia, the brand plans to further develop its retail presence through community engagement and educational initiatives for older adults, families and caregivers, with a focus on improving understanding of incontinence care while promoting active and independent ageing.

AIRE is currently available at selected AEON outlets across Malaysia and online through Shopee Malaysia and TikTok Shop, providing older adults, caregivers and families with greater access to incontinence care products suited to different needs.