Malaysian wellness brand PurelyB champions traditional herbs with a modern approach
Hajar Umira Md Zaki
From the very beginning, it was in PurelyB’s mission to provide a platform that encourages the community to live a healthier lifestyle.
Seven years since the platform was established, PurelyB has carried on with its aim to educate the community about sustainability and how to inculcate healthy habits.
It was in 2019 when PurelyB expanded its business by introducing its first ever product, called Pegaga by PurelyB.
The company’s founder and chief executive officer Raja Jesrina Azlina Raja Arshad said the idea to develop their first product came as she sensed a lack of information and knowledge on traditional Asian herbs or ingredients.
“Pegaga as we know is a type of ulam and surprising one of the nature’s most powerful healing herbs for brain, skin, digestion and immunity.
“I was fascinated knowing that our local herb is so powerful and it was even known as ‘the fountain of youth’ in China.
“I was passionate about how we can retain the knowledge on traditional Asian superfood and how we can educate the public about it,” she said in an interview with Sinar Daily.
Jesrina said the idea to modernise the traditional herb wouldn’t have been made possible without the help from her trusted traditional herbalist and midwife, Hameedah Hamid, as well as Dr. Gerard Budeker, a medical scientist and author of a book about healing properties of pegaga.
Another product that became a hot-selling item is the Tiger Milk Mushroom by PurelyB, which also offers various health benefits for consumers.
“Tiger Milk Mushroom is a national treasure which has been getting so much attention after Covid-19 pandemic as it contains benefits specifically for lung health, respiratory, immunity and also anti inflammation.
“It is quite rare to be found, as this herbal remedy lies deep in the rainforest. We were able to source it by partnering with Universiti Malaya,” she said.
Modernised traditional herbs such as the two products by PurelyB are not only made convenient for people on the go, it’s also a way for them to ensure that the traditions of consuming traditional Asian herbs is kept alive for generations to come.
In addition to selling Pegaga and Tiger Milk Mushroom, PurelyB has also collaborated with a social enterprise that empowers vulnerable mothers, founded by Aida Zunaidi.
Together, they have collaborated to produce a product called Pegaga and Moringa Superfood Cookies.
Through this partnership, PurelyB adopts an agentship system where it allows mothers to generate extra income by making and selling the products as agents.
“Ww have so plans to launch more products which goes in line with our mission to continuously educate the community on traditional Asian superfood,” she said.
