AIRE Expands Its Incontinence Care Across Malaysia
Malaysia is getting older, and with that comes a set of everyday realities that many families still find hard to talk about. One of them is urinary incontinence, a common part of ageing that tends to be met with silence, embarrassment and a quiet loss of confidence. A brand called AIRE is trying to change that conversation, and it has just made its products a lot easier to find here.
AIRE, an incontinence care brand, is expanding across Malaysia. Its range is now stocked at more than 20 selected AEON outlets spanning six states and two Federal Territories, including Selangor, Johor, Penang, Melaka, Negeri Sembilan and Kelantan, along with Kuala Lumpur and Putrajaya. Shoppers can also buy directly through AIRE Malaysia on Shopee and TikTok Shop.
A quiet issue that deserves a louder conversation
The timing is not accidental. Figures from the Department of Statistics Malaysia show that people aged 65 and above made up 8.4 percent of the population in the second quarter of 2026, up from 8.0 percent a year earlier. As that share grows, so does the number of families quietly navigating incontinence at home.
It remains an under-discussed subject. Malaysia's National Health and Morbidity Survey has pointed to embarrassment and a reluctance to seek treatment as real barriers around urinary incontinence in older people, and it has called for more public education and awareness. The World Health Organization describes incontinence among older adults as under-recognised and under-reported, and notes it can chip away at self-esteem, confidence about going out and social participation, sometimes leading to isolation and loneliness. In other words, the discomfort is not only physical.
A brand born from one family's experience
Behind AIRE is its founder, Nivedita Venkateish, whose decision to build the brand grew out of watching her grandmother, Anasuya. A former champion cyclist and mathematician, Anasuya developed incontinence later in life and, around the age of 90 during the pandemic, at first resisted using adult diapers because of the stigma she attached to them. One night, making repeated trips to the bathroom, she had a serious fall and was bedridden for months.
When Anasuya did start using incontinence products, Venkateish found a different problem: the options available were uncomfortable, rough against the skin and a poor fit for her body. That gap prompted a bigger question about why older consumers were so often expected to settle. After a career across consumer and technology companies, Venkateish founded AIRE in Singapore in 2023, treating incontinence care as a proper consumer category, with the same attention to comfort, fit and choice that younger shoppers take for granted.
Designed with older Asian consumers, not just for them
That thinking shows up in how the products are made. AIRE says its incontinence wear went through several prototypes and rounds of testing, with feedback from seniors, caregivers and people living with incontinence shaping the fit, sizing, materials and absorbency. The range is also built for the region's hot and humid weather and for Asian body sizes, using breathable, cottony-soft materials, with pull-up pants starting from a 22-inch waist for smaller frames.
The local line-up currently includes Adult Pull Up Pants, Ultra Pull Up Pants and Ultra Tape Diaper, giving families options for lighter days through to heavier overnight needs.
Older Malaysians are online, too
AIRE's other argument is that the picture of seniors as offline and passive is out of date. Department of Statistics Malaysia data show that 92.3 percent of Malaysians aged 60 and above used the internet in 2025, up from 91.6 percent the year before. Earlier work by the Khazanah Research Institute found that more than a third of connected seniors, 35.3 percent, were already shopping on platforms such as Shopee and Lazada, while 96.1 percent took part in online social networks.
So the brand has leaned into featuring older adults as creators rather than only as recipients of care. Venkateish has spoken about working with a "granfluencer" in her 80s who runs regular TikTok livestreams, and the company says several of its senior-led videos have drawn hundreds of thousands of views. The wider effort includes sharing practical information on bladder health and movement, and making room for seniors to take part in community activities.
"Older adults are not one-dimensional, and they are not simply people who need to be cared for. They are consumers, creators and active participants in their communities," said Venkateish.
Where to find it
AIRE's Malaysia move follows its growth in Singapore, where the business had reached about 100 retail points and seven-figure annual revenue by late 2025. Locally, the plan is to pair retail presence with community engagement and education for seniors, families and caregivers. For now, the range is available at selected AEON outlets nationwide, and online through AIRE Malaysia on Shopee and TikTok Shop.
The bigger takeaway is a simple one: ageing well is not only about medicine and mobility, it is about dignity and the small daily choices that let people keep living on their own terms. For more on looking after yourself and your family, see our guide to wearing an N95 or KN95 mask through the haze and our look at the Uvaco Taiwanese wellness launch in Malaysia.
