guardian Malaysia is turning everyday essentials into extraordinary acts of care.
As part of a powerful regional initiative spanning five countries including Malaysia, guardian has collectively donated over 40 million baths to underprivileged children in the last two years. This milestone reflects a shared commitment across the region to restore dignity and improve daily hygiene for those who need it most, proving that even a simple bath can make a meaningful difference in a child’s life.
“guardian has been proudly rooted in Malaysian communities for 57 years, and our connection to the people is deeply personal,” said Anna Ng, Marketing Director of guardian Malaysia. “Our #MYWellbeingMatters brand pledge represents our commitment to caring for Malaysians—everywhere, every day.”
Hygiene is a Right, Not a Privilege
The initiative was launched in response to growing concerns during and after the COVID-19 pandemic, where rising costs of living forced families to prioritise food and shelter over personal care. For children in these households, maintaining basic hygiene became a daily struggle.
“Our mission is simple but powerful: to ensure every child—regardless of background—has access to the dignity of a clean bath,” Anna said. “Cleanliness boosts confidence, mental wellbeing, and school engagement. It’s a fundamental human right, not a luxury.”
From Children to Teens: Expanding Our Reach
In 2025, guardian Malaysia is broadening its reach to include underprivileged teenagers alongside primary school children. This decision stems from a growing recognition that teens, particularly in low-income communities, face unique hygiene challenges during a critical stage of emotional and social development.
While the 40 million baths milestone is a combined effort across guardian’s five regional markets, Malaysia continues to play a leading role in driving impactful local initiatives—particularly through its “Together, Keeping Kids Clean and Healthy” campaign.
In addition to donations of essential bath care products, guardian also hosts interactive hygiene workshops in schools, empowering students with knowledge and tools to care for themselves.
The Power of Collective Action
The campaign is also driven by guardian customers. With every 1L bottle of guardian bath care products purchased, 15 sen is contributed to the campaign—turning everyday purchases into meaningful contributions.
“We are incredibly grateful to our customers,” said Anna. “Their ongoing support has helped us reach this remarkable 40 million bath milestone. With continued participation, we’re confident we’ll exceed that in 2025.”
Quick Response in Times of Crisis
When disaster strikes, Guardian responds.
As an extension of its ‘health and hygiene’ mission, guardian has also helped fellow Malaysians in the wake of crisis. For example, during the recent Putra Heights gas pipeline fire, guardian swiftly distributed 80 personal care packs via MERCY Malaysia to affected families.
During the recent devastating East Coast and East Malaysia floods, guardian partnered with the Malaysian Red Crescent (MRC) to donate over RM140,000 worth of essential care items to victims in Peninsular and East Malaysia.
Ensuring Well-Being
Furthermore, in order to raise awareness of breast cancer among women in Malaysia, a total 10,000 Pink Glove breast cancer self-examination kits were also distributed to underprivileged women via the National Cancer Society of Malaysia in October last year.
For over 57 years, guardian Malaysia has stood as a trusted companion in health and beauty. Our bond with the community is deeply personal. But beyond the shelves, it’s about heart.
Through education, emergency relief, and everyday kindness, guardian is empowering Malaysians to “Own Their Beautiful”—inside and out, by supporting both physical hygiene and emotional wellbeing.
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