The Truly Loving Company is a social enterprise that uses a corporate profit model to build a brand to generate a long term, sustainable income for charities. The "TLC" brand produces mainly household cleaning products that are as good if not better than many of the major brands you can name. These include:

  • Baby Care
  • Bathroom Care
  • Floor Care
  • Personal Care
  • Household Care
  • Kitchen Care
  • Laundry Care

We do not test on animals. We do not compromise on product standards.

What also sets us apart is that 100% of TLC's dividends are given to charity. While there are many socially responsible Malaysian companies that support charities by donating a certain percentage of their income or profits to charitable causes, TLC gives 100% of its dividends to charity.


We'd be lying if we said there was no catch.

But before that, let us tell you a bit more about TLC.

To be true to our cause, 99.99% of our shares are held by PB Trustee Services Bhd in trust for charities under a Trust Deed signed between PB Trustee Services Bhd and The Truly Loving Company. It is a foolproof and legal way to back up what we say. As you can see from the chart below, all our dividends go directly to our Charity Partners.

Julia Chong Chief Executive Officer and Founder of The Truly Loving Company

The journey so far………

Hello and thank you for visiting our website.

The journey started with a vision to set up a socially responsible business that uses a corporate profit model to develop, manufacture and market the TLC brand of household cleaning detergents to caring consumers. By donating 100% of our dividends to worthy charities we provide a regular, sustainable and long term source of income and funds for them. To ensure total transparency, Public Bank Trustee Services Bhd holds 100% of TLC’s dividend bearing shares for the charities through the Truly Loving Company Charitable Trust.

We are now 10 years old and have achieved several milestones:-

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TLC is the brainchild of its CEO, Julia Chong. Formerly the regional Managing Director for one of the world's largest household, health and personal care manufacturers, Julia's dream of establishing a philanthropic company based on a corporate profit model became a reality in July 2006. Teaming up with her co-director Khaw Chay Tee, TLC became the country's first socially responsible company to pledge 100% of the company's dividends to qualified registered charities.

Julia Chong

Khaw Chay Tee