Two years ago, Applecrumby was navigating its transition from a long bootstrapped journey into its next growth phase. Today, the company is expanding beyond baby care into kids skincare, scaling its retail presence, and rethinking what sustainable growth looks like for a consumer brand built on trust.

Co-founders Sean Tan and Jesmine Tan join us to break down what has changed since our last conversation in 2024, how their revenue mix and operations have evolved, the commercial logic behind their move into kids skincare, the economics of selling across online and physical retail, and how they are balancing scale with profitability as they plan for 2026 and beyond.