In 2012, Sean and Jesmine Tan started Applecrumby from a simple belief: that parents shouldn't have to choose between safe and affordable when it came to their babies' skin. They built a diaper brand from the ground up, pursued certifications the industry considered unnecessary, and earned a world-first utility patent for a Totally Chlorine-Free absorbent core.

Fourteen years later, the families who trusted them then are navigating a new chapter of life: raising children and caring for aging parents at the same time. Our founders understood something most brands miss: care doesn't stop. It circles back.

Liv & Branche is not a diversification strategy. It is the natural next step of a brand built on the belief that every person, at every stage of life, deserves to be cared for with honesty, safety, and genuine human respect.