The Asli Co.

What The Asli Co. does

The Asli Co. (legal entity Asli Collaborations Sdn. Bhd.) is a Malaysian private social enterprise founded in 2019 by Xin Yu Lim and Jason Wee, headquartered in Petaling Jaya, Selangor. The company designs, formulates, and sells handmade consumer products — lavender aromatherapy eye pillows, weighted neck/tummy pillows, pillow mists, WHO-formulated hand sanitisers (75% isopropyl alcohol in 18ml/50ml/500ml formats), natural kuih-shaped vegetable soaps, reusable face masks, foldable tote bags, denim cup holders, and upcycled cement succulent pots — produced by a network of 82+ Orang Asli artisan mothers across 8 villages in Selangor, Perak, Pahang, and Negeri Sembilan. The core production model is home-based artisan craftsmanship rather than a technology platform; no proprietary software, AI, or digital infrastructure is disclosed. Mothers are paid up to 4x the Malaysian minimum hourly wage, and approximately RM0.51 of every RM1 in sales is reinvested into raw materials, equipment, training, wages, and community projects (including tutoring via AJAR Society to keep Orang Asli children in school).

The business operates a hybrid go-to-market model. Direct-to-consumer sales are processed through the e-commerce storefront theasli.co (shipping domestically and to Singapore for non-liquid SKUs), supported by a small network of independent retail stockists (Pasar Besar Central Market, The Artisans Haven in Pavilion KL/Berjaya Times Square/Starhill, Foo Foo Fine Desserts). A separate B2B corporate gifting division — driven via WhatsApp catalogue enquiries and direct outreach — produces customised bulk orders with logo branding, bespoke gift boxes, and handwritten note cards for enterprise clients; named enterprise customers include CIMB Preferred, Sime Darby Property & Plantation, Zurich Insurance, and Avaland, with stated capacity of 1,000 customised gift units per week. Pricing is unit-based across the catalog (RM15-RM100 per item, RM59-RM90 per gift set), with volume discounts on sanitiser SKUs and quote-based pricing for bulk enterprise orders; the company does not disclose revenue, has not raised institutional funding, and operates as a bootstrapped, founder-owned private limited company with 6 core employees.

Name

The Asli Co.

Legal name

Asli Collaborations Sdn. Bhd.

Website

https://theasli.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

The Asli Co. is a Malaysian social enterprise founded in 2019 that sells handmade lavender wellness products, WHO-formulated sanitizers, natural soaps, and eco-friendly accessories produced by 82+ Orang Asli artisan mothers, via D2C e-commerce, retail stockists, and corporate B2B gifting.

Ownership category

akta.pro rank

Product category

Handmade Artisan Personal Care and Lifestyle Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Niche & Artisan Fragrance (CRABADAH)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Handmade artisan crafts
• Social enterprise products
• Aromatherapy wellness goods
• Corporate gifting services
• Natural personal care

Headquarters

HQ city

Petaling Jaya

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Retail (D2C): Products sold directly to consumers via theasli.co website. Consumers browse and purchase individual products or gift sets at listed retail prices. Orders are shipped domestically within Malaysia and internationally to Singapore. Revenue is one-time per transaction with no subscription component.
2. Wholesale to Stockists: Products sold in bulk to independent retail stockists (Pasar Besar, The Artisans Haven, Foo Foo Fine Desserts) who resell to end consumers. Stockists carry selected SKUs such as lavender eye pillows, pillow mists, kuih soaps, tote bags, and hand sanitisers.
3. Corporate / B2B Gifting: Customized bulk orders of corporate gift sets, reusable tote bags, and other products sold to enterprise clients (CIMB, Sime Darby, Zurich, Avaland) for employee gifting, events, and ESG/SDG initiatives. Clients can request custom logo branding, handwritten note cards, and bespoke gift box designs. Pricing is quote-based for bulk quantities.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

The Asli Co. is an accredited Malaysian social enterprise that designs, handcrafts, and sells wellness, personal care, and lifestyle products made by indigenous Orang Asli mothers working from home across 8 villages in Malaysia. The product portfolio spans lavender aromatherapy items (eye pillows, pillow mists, weighted therapy pillows), WHO-formulated 75% alcohol hand sanitizers, vegetable-origin kuih-shaped soaps, reusable fabric face masks, eco-friendly tote bags, upcycled cement succulent pots, denim cup holders, and curated gift sets. It also operates a customizable corporate gifting service with logo branding, handwritten notes, and bulk fulfillment for ESG/SDG-aligned enterprise clients.

Product overview

The Asli Co. is a social enterprise offering handmade crafts and personal care products made by Orang Asli mothers in Malaysia. The product portfolio includes relaxation and aromatherapy products (Lavender Eye Pillow, Lavender Pillow Mist, Lavender Weighted Neck/Tummy/Back Pillow), personal care items (Hand Sanitizers in multiple sizes, Handmade Kuih Soaps, 2-ply and 3-ply Reusable Face Masks), eco-friendly lifestyle products (Eco-friendly Foldable Tote Bag, Denim Cup Holder, Succulent Pots made from recycled materials), and gift sets (Appreciation Gift Set, Vitamin C Wellness Gift Box). The company also offers a Customizable Corporate Gifts service for bulk orders with custom branding, targeting ESG-conscious businesses. All products are handmade by Orang Asli artisans and sold primarily through their e-commerce platform, with select items available through physical stockists.

Differentiator

Problem solved

Functional benefit

Products and services

• Lavender Aromatherapy Eye Pillow A satin eye pillow filled with organic golden flax seeds and lavender flowers, designed for relaxation and deep rest. Can be heated or chilled and applied around the eyes for muscle relaxation. Priced from RM 35. Targeted at individual consumers seeking natural relaxation and aromatherapy products.
• Lavender Pillow Mist A 100ml linen spray containing 100% pure lavender essential oil with a touch of sweet orange essential oil. Used on pillows, sheets, and bedding to relieve stress and aid sleep. Priced at RM 32. Targeted at individual consumers seeking aromatherapy and sleep aids.
• Lavender Weighted Neck / Tummy / Back Pillow A weighted therapy pillow filled with 100% natural organic flax seeds and lavender flowers, designed for muscle relaxation, pain relief, and cramps. Suitable for hot or cold therapy on neck, tummy, or back. Priced at RM 79. Targeted at consumers seeking natural pain-relief and relaxation aids.
• Hand Sanitizer 50ml A travel-size 75% alcohol hand sanitizer spray formulated with pure essential oils (peppermint or sweet orange). Non-sticky formula with approximately 500 sprays per bottle. Priced at RM 9 per bottle, or RM 8 per bottle for orders of 10 or more. Targeted at on-the-go consumers and bulk corporate buyers.
• Hand Sanitizer 500ml Pump A large-format 75% pharma-grade alcohol hand sanitizer with pump dispenser, formulated with peppermint or sweet orange essential oil. Suitable for office or home use. Priced at RM 28 per bottle, RM 25 per bottle for 10 or more; 1 Litre refill at RM 45. Targeted at office, home, and corporate bulk buyers.
• Hand Sanitizer 18ml (Pack of 10) A pocket-sized 75% alcohol hand sanitizer spray in a pack of 10 bottles. Formulated with peppermint essential oil, non-sticky with no residue. Priced at RM 50 per 10-pack. Targeted at on-the-go consumers and event gifting.
• Surface Disinfectant Spray 500ml A 75% alcohol surface disinfectant spray with fresh dewberry scent, formulated according to WHO recommendations for door handles, knobs, steering wheels, and high-contact surfaces. Priced at RM 28 per 500ml spray bottle; 1 Litre refill also available. Targeted at households and offices.
• Handmade Kuih Soaps (Set of 3) A set of three handmade soaps crafted in the form of traditional Malaysian kuihs (Seri Muka, Lapis, and Bingka). Made with 100% vegetable ingredients, free from SLS, SLES, and parabens, containing Virgin Coconut Oil. Priced at RM 49. Custom gift packaging available for orders of 100+ pieces (quote-based). Targeted at consumers seeking natural Malaysian-inspired personal care and souvenir buyers.
• 2-ply Fabric Reusable Face Masks Washable and reusable fabric face masks with filter pocket and adjustable elastic ear loops. Made by Orang Asli seamstresses from cotton-polyester blend material. Priced at RM 23 per mask or RM 100 for 5 masks. Targeted at everyday consumers and bulk buyers.
• 3-ply Fabric Reusable Face Masks Reusable face masks made in accordance with WHO guidelines, featuring 100% polyester water-repelling outer layer, non-woven PP middle layer, and 100% cotton inner layer. Includes filter pocket and adjustable elastics. Priced at RM 42 for 2 masks. Targeted at consumers and corporate buyers seeking higher-grade reusable protection.
• Eco-friendly Foldable Tote Bag A reusable, large-sized tote bag that folds into a clutch-sized bag for storage. Features a pocket for receipts, phone, and other items. Handmade by Orang Asli artisans from the Jakun tribe. Priced at RM 30. Targeted at eco-conscious consumers and corporate gifting.

Quantifiable outcome

• RM3,217,252 channeled towards Orang Asli communities for raw materials, equipment, training, and wages
• +5 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AJAR SocietycoreStrategic or Co-development PartnerAJAR Society is The Asli Co.'s non-profit partner that receives profit funding to operate tutoring classes for Orang Asli students. The company's social mission explicitly channels profits to support AJAR Society's educational programmes for indigenous children.
• National PharmacyminorOthersNational Pharmacy supplies NutraVita Ener-C Vitamin C Sachets (500mg x 20 sachets, made in Korea) that are included in The Asli Co.'s Vitamin C Employee Wellness Gift Box / Care Pack product.
• Picha EatsminorGTM or Marketing PartnerPicha Eats is a social enterprise providing food crafted by refugees. Their Kunafa product was included in the Sime Darby Hari Raya gift set curated by The Asli Co., demonstrating a cross-social-enterprise co-marketing collaboration.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• Made Trade: US-based ethical and sustainable marketplace for home goods and lifestyle products. Adjacent peer operating as a curated marketplace for ethically produced artisan goods.
• The Citizenry: US-based artisan home goods brand partnering with global artisan communities. Adjacent peer in the artisan-made, impact-aligned home and lifestyle category.

Direct peers

• Biji-biji Initiative: Malaysian social enterprise producing upcycled and artisan goods with a community-impact model. Most directly comparable peer in geography, mission, and multi-category artisan approach.
• This Works: UK-based aromatherapy and wellness brand offering sleep, relaxation, and natural personal care products. Comparable in lavender/aromatherapy product category and conscious-consumer positioning.
• Aromatherapy Associates: UK-based premium aromatherapy brand specialising in lavender and essential-oil blends. Directly comparable in product category (lavender pillows, pillow mists) though without the social-enterprise positioning.
• Picha Eats: Malaysian social enterprise partnering with refugee artisans to produce food goods for conscious consumers. Already co-marketed with The Asli Co. on the Sime Darby Hari Raya gift set, sharing the same B2B-impact positioning.

Broad incumbents

• L'Occitane: Global natural beauty brand with focus on sustainable sourcing, traditional ingredients, and Provence-based lavender aromatherapy. Broad incumbent in the natural beauty and lavender aromatherapy category.
• The Body Shop: Global ethical beauty brand with deep community-trade credentials and natural personal care products. Broad incumbent competitor in the natural/ethical beauty and personal care space.
• Dr. Bronner's: US-based organic personal care brand with strong ethical/activist positioning. Broad incumbent in the natural soaps and personal care space, with comparable mission-driven brand language.

Regional players

• Sukkha Citta: Indonesian social enterprise working with indigenous artisans to produce sustainable textiles. Closest regional peer to The Asli Co.'s indigenous-artisan model, though in a different product category and geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theaslico
• Instagraminstagram.com/theaslico
• LinkedInlinkedin.com/company/the-asli-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Asli Co.