In the rapidly evolving world of baby products, one Malaysian brand is carving out a niche for modern, sustainable, and thoughtfully designed accessories. Mils & Key, founded by entrepreneur Kie, was born out of her personal journey as a first-time mother seeking safe, aesthetic, and functional products for her daughter, Mila.
The company now offers an expanding line of items from pacifier clips and teethers to dinnerware, change mats, and bath essentials, crafted with design-conscious parents in mind. With a strong commitment to ethics, sustainability, and quality, Mils & Key exemplifies the potential of Malaysian baby products to compete alongside international brands.
Kie’s story is as much about entrepreneurship as it is about motherhood, blending personal passion with a vision to elevate local baby brands in Malaysia’s increasingly design-savvy market.
From Pharmaceuticals to Baby Products
Kie’s professional journey began in the pharmaceutical industry, where she gained extensive experience in safety, quality compliance, and regulatory standards. “Working in pharmaceuticals taught me the importance of precision and trust in every product we deliver,” she said.
The pivot to baby products came from a very personal place: motherhood. As a first-time mom, Kie struggled to find minimalist, safe, and stylish baby items in Malaysia.
“I wanted everything to be safe and pretty. I went on a hunt for clean, calming designs from Australia or Etsy, but shipping them to Malaysia could cost me an arm,” she recalls.
The idea for Mils & Key initially started under the name Urban Bubs + Key, but Kie eventually personalized the brand by combining her name with her daughter’s: Mils & Key. “She was the main reason I started this journey,” Kie emphasized
The journey from corporate life to entrepreneurship was challenging. “The biggest adjustment was going from a social environment to working alone in a room overnight. I struggled silently for several years while learning e-commerce and building a brand from ground zero,” she said.
Mila continues to inspire both the design and the mission of Mils & Key. “Every stage of her growth sparks new ideas. Pacifier clips and teethers were just the beginning. Now we’re expanding into dinnerware, change mats, bamboo pillows, and wet bags items that are exactly what we need at this phase of motherhood,” Kie explained.
At the heart of Mils & Key is a commitment to design, safety, and functionality. Kie believes that beautiful products influence the environment for both parents and children.
“Clean, calming, and timeless designs make a meaningful difference. Minimal and elegant products don’t go out of style; they become keepsakes,” she said.
Yet, aesthetics alone are not enough. Safety and functionality are non-negotiable, she stresses. “Every parent is looking for products that make their journey easier and more reassuring. At Mils & Key, we are committed to never compromising on either,” she explained.
Safety measures are rigorous. All manufacturers must submit children product safety certificates or laboratory test reports before collaboration. Kie personally tests samples with her children for six months to a year prior to launch.
The materials chosen reflect a thoughtful, intentional approach. Beechwood is naturally smooth, non-toxic, and antibacterial ideal for soothing sore gums. 100% food-grade silicone offers durability, safety, and simplicity. Both materials provide the perfect balance of safety, simplicity, and natural beauty.
Kie also emphasized that product design should simplify parental life. Every item is thoughtfully crafted to be both functional and beautiful. Minimal design doesn’t mean minimal usefulness. She aims to create products that make daily routines easier and more enjoyable for modern parents.
The Malaysian Baby Products Landscape
Malaysia’s baby products market is growing steadily, driven by urban parents seeking modern, high-quality, and eco-friendly items. International brands still dominate, with many local consumers associating imported goods with superior quality.
Yet, brands like Mils & Key are changing perceptions. By offering safe, stylish, and affordable alternatives, the company addresses a gap in the market. Kie stated that local parents are increasingly open to minimalist, sustainable designs, particularly in materials like wood, bamboo, and silicone.
Launching a local baby brand in Malaysia comes with unique challenges. One of the biggest hurdles is trust.
“Many consumers still perceive international brands as superior, especially in baby products. It’s not just about making the product; it’s proving it’s worthy of trust,” Kie explained.
Building credibility has required patience and consistent quality assurance where it takes time to educate parents that a Malaysian brand can offer world-class quality.
Despite these challenges, Mils & Key has cultivated a strong reputation for modern design and functionality. Many customers even assume it is an international brand, a testament to its polished aesthetics and quality standards.
Sustainability is more than a marketing point at Mils & Key. Kie is deliberate in her material sourcing, manufacturing partnerships, and product lifecycle considerations.
“All manufacturers must submit children product safety certificates, and my kids test products for 6–12 months before launch,
“We prioritize small, trusted factories that share our values: safety, quality, and ethical production,” she said.
Natural materials are central to the brand’s eco-conscious ethos. Beechwood, silicone, and bamboo are chosen for their durability, safety, and environmental benefits. Bamboo fabrics, for example, are renewable, hypoallergenic, and climate-appropriate for Malaysia.
The focus on long-lasting, multifunctional designs also supports sustainability. Products are created to endure use, resist wear, and in some cases, become keepsakes for families in other words reducing waste and encouraging mindful consumption.
Balancing Motherhood & Entrepreneurship
Running a business while raising children is an ongoing challenge. “There’s no perfect balance. My mind is constantly running, thinking, planning, designing, marketing, worrying,” Kie admitted.
Yet, she finds profound meaning in combining motherhood with entrepreneurship. “I started Mils & Key not just to build a brand, but to build a life aligned with my values, where motherhood and passion can coexist. Even though it’s lonely and emotional, it’s incredibly meaningful.”
Mils & Key is proudly Malaysian, a factor Kie considers central to her mission. In a market with few local players in the baby space, it’s not just a business opportunity it's a responsibility. Kie wants to show that Malaysian brands can create high-quality, thoughtfully designed, and safety-conscious products at an affordable price.
Where possible, products are labeled “Designed in Malaysia”, signaling pride in local innovation and craftsmanship. This commitment also aligns with a broader trend of supporting homegrown entrepreneurs in Southeast Asia.
Expanding the Product Line
Mils & Key’s growth has been strategic. Starting with pacifier clips and teethers, the company has expanded into dinnerware, change mats, bamboo pillows, and wet bags. Upcoming launches include bath essentials, catering to evolving parental needs.
Retail presence has increased, with products now available at Babyland SS2, Babyloft (Publika and Elmina Lakeside), and Round and Round Baby Serdang. Kie hopes to participate in baby expos to connect with more families and build brand visibility.
Every new product is inspired by real parenting experiences. “Her milestones guide my product decisions. We develop solutions that are practical for real families,” Kie notes.
Customer feedback has been telling. Local parents appreciate the thoughtful design, affordability, and safety, while international buyers often mistake the brand for a foreign company due to its quality and minimalist aesthetic.
“Receiving feedback that parents trust our products and feel supported in their parenting journey is incredibly rewarding,” she said.
Advice for Aspiring Entrepreneurs
Kie’s guidance for mothers considering entrepreneurship revolved around taking calculated risks, embracing learning, and acting with purpose. She acknowledged that navigating motherhood is challenging, and starting a business is no different. According to her experience, aspiring entrepreneurs rarely feel completely ready at the outset, but they grow, adapt, and learn along the way.
She stressed the importance of beginning with meaning rather than profit. Mils & Key, she explained, was founded with a clear purpose: to create something beautiful while remaining present for her children during their formative years. This approach reflects the delicate but rewarding balance of nurturing a family while building a personal dream.
Kie also highlighted the value of persistence and embracing imperfection. Entrepreneurs rarely have all the answers, and mistakes are inevitable, but she believed that focusing on creating meaningful products, remaining consistent, and staying true to one’s values is what ultimately drives success.
Her journey illustrated that Malaysian brands could compete on a global scale. It also demonstrated the rising demand for modern, functional, and ethically sourced baby products, proving that combining personal passion with professional expertise can result in a thriving, purpose-driven business.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
