Meet Shapee the Maternity & Breastfeeding Brand and Season 1 Winner of Astro’s the Sandbox

Co-founders Eaugene and Fion beat their contemporaries and took home the grand prize of a MyStartr crowdfunding investment worth RM100,000, an Astro SME360 radio or digital platform advertising package worth RM50,000, SUBPLACE business model and consultancy services worth RM33,000 and Global Entrepreneur Xchange business strategy coaching worth RM30,000.

As it's a crowdfunding show, Shapee walked away with a total of over RM4mil in investments throughout the course of the program.

Shapee was founded in 2011 by the husband and wife team and is a maternity brand that specialises in providing post-partum care to mothers through its Shapee and Milkee Lab brands. Like its name sake, the brand first started out as a shaping and slimming solution for post-partum mums and it has since expanded to cover all aspects of motherhood.

From maternity bras to wearable breast pumps, Shapee wants to provide the best motherhood solutions to Malaysians.

The brand was founded after Fion's own experience with motherhood and in the show they revealed that they want to "Redefine a mother's breastfeeding journey with products made for Gen Z mothers."

Their nursing bras, one of their most popular products, sold 60,000 units in 2022. They are already distributing to Singapore and Brunei but they have plans to expand into 4 other Southeast Asian regions.

Fion is herself a breasfeeding peer counsellor and there are nurses and breastfeeding consultants on the team working to make products better for young mums.

You can shop Shapee at their website or look here for a directory of retail stores include AEON, babyshop, and pharmacies around Malaysia.