Grab and Kiehl's team up to champion the women behind every delivery

Grab and Kiehl's have joined forces to celebrate women delivery-partners in Malaysia, combining community recognition with a message around sun protection and skincare awareness.

The collaboration was anchored around Grab's #SisBoleh programme, an initiative designed to recognise and support the platform's growing community of women delivery-partners and the role they play in Malaysia's delivery ecosystem.

As part of the programme, Grab organised a Malaysian Book of Records attempt, giving participants the opportunity to contribute to a national milestone while highlighting the increasing presence of women in the delivery sector.

According to Grab, the partnership with Kiehl's emerged through its existing relationship with the skincare brand via the GrabAds programme. Both parties saw an opportunity to use the initiative to celebrate women delivery-partners while drawing attention to the importance of daily sun protection.

"Kiehl's came on board to collaborate on the initiative as both brands saw a shared opportunity to celebrate and support women delivery-partners," Grab said in response to queries from A+M.

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The collaboration also aligned with Kiehl's broader efforts around World Sunscreen Day, allowing the brand to bring its skincare messaging to a community that spends long hours outdoors.

As part of its involvement, Kiehl's provided sunscreen products and skincare kits to convoy participants, equipping them with practical protection against daily UV exposure while on the road.

The initiative was designed to connect product relevance with the everyday realities faced by delivery-partners, particularly women who spend extended periods travelling between locations under Malaysia's tropical climate.

"Kiehl's utilised the collaboration to highlight the importance of skincare protection, especially for women constantly on the move," Grab added.

Beyond the on-ground activation, the partnership was amplified through a mix of media coverage and social media content through KOL engagements. The campaign's communications strategy focused on extending both brands' messages, spotlighting the achievements of women delivery-partners while educating audiences about skincare and sun care practices.

On social media, content centred on sunscreen usage and skincare awareness, particularly within the context of Malaysia's hot and humid weather conditions.

The collaboration reflects a growing trend of brands seeking partnerships that combine community engagement with product education, allowing campaigns to resonate beyond traditional marketing objectives while delivering tangible benefits to participants.

Earlier this March, with Visit Malaysia 2026 underway and 87% of travellers choosing destinations based on local cuisine, Grab launched "5-Star Eats", Malaysia's in-app food guide.

Endorsed by Tourism Malaysia as part of a partnership to support the country's gastrotourism sector, the platform turns customer reviews into a trusted guide to local dining experiences. To mark the launch, Grab also unveiled the 5-Star Eats Mural at Jalan Hang Kasturi, linking digital discovery with Kuala Lumpur's vibrant food scene.

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