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Overview
Sequoia Home Pte Ltd is a purpose-driven, Singapore-based company dedicated to redefining the landscape of adult care in Asia and beyond. At the heart of our mission lies a strong belief that care products should not only be functional but also designed with empathy, innovation, and cultural relevance. Our flagship brand, TrueHugz, is a lifestyle adult incontinence care brand that champions quality, comfort, and community, especially within hot and humid climates such as Singapore’s.

With an unwavering focus on user experience, our products are crafted by users and caregivers that go beyond utility; products that restore dignity, spark confidence, and improve quality of life for both caregivers and those they care for. Through thoughtful design, premium materials, and a growing care community, TrueHugz is transforming how incontinence is seen, felt, and lived.

Our Story
Sequoia Home was born out of deeply personal journeys of caregiving and users - a journey shared by millions yet often left unspoken. We saw firsthand how difficult it can be to find adult incontinence wear that truly meets the needs of those living in tropical environments. Most products available were not designed with Singapore’s humidity in mind. They were either too bulky, too hot, or poorly fitted, causing discomfort, rashes, or emotional distress. We knew something had to change.

So began a mission: to co-create a new standard for adult incontinence wear that was comfortable, discreet, and designed specifically for people in Asia. But beyond just the product, we wanted to spark a broader movement, that is to break the stigma around aging and incontinence, and to uplift the caregivers who shoulder these responsibilities every day.

That’s how Sequoia Home and the TrueHugz brand came to life.

Our Brand: TrueHugz
Tagline: Embrace confidence, one hug at a time.

TrueHugz is more than a product, it’s a promise. A promise to deliver care solutions that feel like a warm, reassuring hug. We believe that confidence doesn’t have to fade with age. That’s why we design adult care products that make people feel protected, respected, and supported.

At TrueHugz, we focus on three key pillars that shape every decision we make:

High Performance
We use advanced materials and technology to ensure dryness, breathability, and comfort, even in the hottest and most humid climates. Our products are rigorously tested to offer superior absorbency, odour control, and skin-friendliness.

Design with Love
We design every detail from the ground up with empathy and feedback from real users and caregivers. Our designs prioritise discreetness, ergonomics, and ease of use.

Care Community
We believe no one should walk the caregiving journey alone. Through events, social content, and collaborations with professionals and users, we’re building a safe, inclusive community that celebrates ageing and caregiving with pride.

Product Innovation
All TrueHugz products are designed specifically to work in tropical conditions, where heat and humidity can exacerbate discomfort and skin problems.

TrueHugz CoolDiscreet
Ultimate discretion meets breathable protection.
A slim-fit pull up pants designed to be worn under everyday clothing without showing. Ideal for active users who value mobility and social confidence. CoolDiscreet uses advanced moisture-wicking layers and odour-lock technology while remaining whisper-quiet and soft on the skin.

TrueHugz CoolComfort
All-day comfort for moderate to heavy incontinence.
CoolComfort is ideal for users who require high absorbency throughout the day without compromising on comfort. With breathable layers and a snug, body-conforming fit, it supports extended wear while keeping the skin cool, dry, and irritation-free.

TrueHugz CoolGuard
All-day comfort, all-night reliability for heavy incontinence.
Designed for users who need maximum protection, especially during the night or for prolonged use. CoolGuard combines plush softness with high-absorbency zones and skin-cooling pearl-embossed top sheet. It’s particularly suitable for tropical nights or bedridden users, reducing the need for frequent changes while maintaining skin health and comfort.

Each product comes in resealable zip packaging that doubles as a hygienic disposal bag, a small but impactful and thoughtful touch in our commitment to usability, dignity and sustainability.

Designed for Asia’s Climate — And Culture
Our products are not one-size-fits-all. We take pride in tailoring everything we make to fit real bodies, real lives, and real climates. This includes:

Breathable materials to prevent heat buildup and reduce the risk of rashes and infections.

Slim, contoured fits to suit Asian body frames and reduce visibility under clothing.

Soft yet secure tapes and elastics that won’t tug at delicate skin.

Quiet, rustle-free layers to preserve discretion in public and social settings.