Reflections from World Ageing Festival 2025
TrueHugz at the World Ageing Festival 2025: A Celebration of Confidence, Caregiving, and Community
The World Ageing Festival 2025, held on 8 and 9 April at Marina Bay Sands Convention Centre, was an unforgettable milestone for TrueHugz, Singapore’s first premium adult diaper brand designed by both users and caregivers. Over two energising days, our dedicated team met more than 300 individuals; caregivers, healthcare professionals, users, and ageing advocates, who shared their caregiving needs, experiences with incontinence, and stories from the heart.
We handed out over 300 free samples of our thoughtfully designed adult diapers and received a flood of encouraging feedback that left us deeply moved. The event wasn’t just about showcasing our incontinence care products. It was about listening, learning, and building authentic connections with you. Every conversation at our booth opened a window into the daily challenges people living with incontinence, and those who care for them. It reaffirmed the very reason TrueHugz exists: to offer dignity, comfort, and confidence to those journeying through incontinence.
Rooted in Lived Experience, Made for Real Needs
Many were pleasantly surprised to learn that TrueHugz was created by people who’ve walked this journey themselves; Aidi and KY, are both caregivers to elderly parents, while Mag, is a wheelchair user who has lived with incontinence for over 30 years. “I have tried so many brands of adult diapers out there,” Mag shared. “And something was always missing. I believed there had to be something better, not just functional, but soft, breathable, and respectful to the user. Something truly designed for our hot, humid climate.”
TrueHugz was born out of that conviction. With deep empathy and hands-on experience, Aidi, KY, and Mag set out to fill the gap in the adult diaper market in Singapore. Their goal? To create a product that feels less like a medical necessity and more like self-care. “So many people told us, ‘This doesn’t feel like a typical diaper, it feels like something made with care. Even the diaper bag is so pretty, and it is resealable.’” said KY. “That’s exactly what we wanted. A product that brings relief without shame. One that looks good, feels soft, and performs exceptionally.”
Locally Designed, Thoughtfully Made for our Climate
At the core of every TrueHugz adult diaper and pull-up pant is intelligent, user-first design. Whether it’s our CoolComfort and CoolGuard diapers for reliable day and night protection, or our discreet CoolDiscreet pull-up pants that look and feel like cotton underwear, we’ve obsessed over every detail.
Our diapers are power-packed with benefits:
- 1) Ultra-soft to the touch, reducing skin irritation
- 2)Super absorbent, offering up to 12 hours of protection
- 3)Breathable and lightweight, perfect for Singapore’s humid weather
- 4)Antibacterial and fragrance-free, ideal for sensitive skin
We heard from many caregivers at the booth who said it was the first time they’d seen an adult diaper that looked and felt more like cotton. Some shared that their loved ones had resisted using adult diapers due to embarrassment, but after trying our sample, they felt confident to give it a go.
A Small Team with a Big Heart
From early product design to booth setup and packing hundreds of sample kits, everything at the World Ageing Festival was done in-house by the small but mighty TrueHugz team, with the generous support of close friends who volunteered their time. “We’re a small startup with a big heart,” Aidi said with a smile. “We do this because we believe in restoring confidence through better products. And it’s been amazing to see others believe in us too.”
Over the two days, we met caregivers juggling full-time jobs, family members looking for better care solutions, nurses, therapists, and ageing advocates who are passionate about breaking the stigma around incontinence. Most of all, we met users themselves, many of whom had accepted mass-market solutions, without realizing that better options were possible.
Why the World Ageing Festival Matters
Being part of the World Ageing Festival gave us more than what we’d imagined! It reinforces our belief that there is a growing, empowered community in Singapore that wants to speak openly about incontinence, live gracefully and age with dignity and confidence.
“We left the event so energised,” Aidi reflected. “People told us, ‘Don’t stop, this is important!’ And for us, that kind of feedback is everything.” At TrueHugz, our mission goes beyond adult diapers. Incontinence is a deeply personal experience, and yet it affects everyone around the user. We’re building a movement that normalises conversations around ageing, incontinence, and caregiving, so that users can share freely their experiences, explore options, and find what truly meets their needs. We aim to provide practical support, quality care solutions, and a sense of confidence for every user, at every stage of life.
What’s Next for TrueHugz?
As we grow, we’re doubling down on listening. Your stories and feedback shape everything we do. From product improvements to educational content, we're learning with you, and for you. If you tried a TrueHugz sample and loved the experience, please share it with a friend. Your voice can help someone else discover a product that truly makes a difference, emotionally and physically.
Embrace Confidence, One Hug at a Time
The World Ageing Festival 2025 was just the beginning. We came away with stronger connections, sharper insights, and deeper conviction. Whether you're a caregiver, a user, a healthcare provider, or someone just beginning to explore this journey, thank you for walking alongside us. Let’s keep embracing confidence, one hug at a time.