Founder & CEO

Inspired by her own journey of overcoming long-term health issues and allergies through Malaysian herbal remedies and natural whole foods, Jesrina founded PurelyB to help others live healthier, naturally.

With a background in design and marketing, she works alongside leading health experts to preserve Malaysia’s rich wellness heritage and share the benefits of traditional Asian herbs with communities around the world.

Beyond PurelyB, Jesrina is passionate about supporting women and female founders and enjoys creating healthy, gluten-free plant-based recipes.

COO/CFO

Marianne is passionate about holistic wellness and enjoys exploring new remedies, movement practices and meaningful adventures. After years in fast-paced, high-pressure environments, she believes that nourishing the mind, body and spirit is essential to performing at your best.

A Chartered Accountant with over 15 years of experience, including 12 years at PwC Australia, Marianne has worked across finance, tax, audit, deals and accounting advisory. She has also supported large private companies with over $1 billion in assets, multinational corporations and publicly listed companies.

Since relocating to Asia, she has focused on helping fast-growing businesses achieve profitable growth, enter new markets, strengthen financial management and drive digital transformation.

Business Development

A Chartered Accountant with over 12 years of experience, including five years in senior management, Joey has worked across financial reporting, taxation, advisory and risk management. His career includes international experience with KPMG Malaysia, PwC Bermuda and Shell. He currently serves as VP, Head of Business Performance for a major Malaysian GLC conglomerate.

Outside of work, Joey is passionate about sports, having spent nearly eight years in Australia exploring various athletic pursuits. Through PurelyB, he hopes to inspire younger generations across Asia to embrace healthier, more balanced lifestyles that support performance in sports and everyday life.

HR & Admin Executive
& PA to CEO

With 13 years of experience in customer service and retail, Lina is the calm force keeping things together behind the scenes at PurelyB. From handling admin chaos and supporting the CEO, to making sure everything runs smoothly day to day, she somehow balances it all with patience, warmth, and steady energy.

Fun Fact: Looks like a tiger, but actually a marshmallow inside.

Hobby: Karaoke sessions & hunting for good food.

Life Motto: “Here’s a book, read it before you judge it.”

💚 Wellness Advice: Sleep and good food are more important than anything else.

Social Media Manager

Shahrazad’s world has always revolved around storytelling. What started with a camera at 15 slowly grew into a passion for content creation, editing, strategy, and creative direction. For her, content is more than just making things look good, it’s about telling stories in a way that genuinely makes people feel something. At PurelyB, she brings ideas to life through social media, creative shoots, and thoughtful content that feels human and relatable.

Fun Fact: Her creative brain works overtime at 5:30PM and again late at night.

Hobby: Hot yoga sessions & finding inspiration in the little things around her.

Life Motto:“Always on the hunt to learn something new.”

💚 Wellness Advice: Health is your best investment. Don't cheapskate on it. It will cost you more later than it ever would have upfront.

Ecommerce & Marketing Operations Executive

Easygoing and always laughing, Farhana comes from a chemical engineering background before venturing into marketing. At PurelyB, she focuses on email marketing, website optimisation, and e-commerce growth, while constantly finding ways to make the customer experience smoother and better behind the scenes.

Fun Fact: May look tough, but she’s soft-hearted inside.

Hobby: Traveling, cafe hopping & discovering good food everywhere she goes.

Life Motto: “Food, travel, love, repeat.”

💚 Wellness Advice: Enjoy nature views, travel more, and don’t forget to appreciate the little moments along the way.

Multimedia Designer

The most calm and unbothered queen in the office. Honestly, an earthquake could happen and Syahirah would probably still be calmly designing something beautiful. Coming from an advertising agency background, she now brings her creative eye into PurelyB through ad visuals, campaign designs, events, and packaging, making sure everything stays aesthetically on-brand and visually satisfying.

Fun Fact: Can only eat carbs after 50 days… then restarts another 50-day cycle again.

Hobby: Camping, nature escapes & peaceful slow moments.

Life Motto: “Life gets better when you stop rushing it.”

💚 Wellness Advice: Go do some grounding, reconnect with nature and collect some good energy.

Community Growth & Customer Experience Executive

With a personality that can light up a room, Qristina brings the fun, and energy, to PurelyB’s community side. From replying customers and handling events, to making sure everyone feels seen and welcomed, she’s always moving around with a smile (and probably looking for snacks or free stuff along the way!).

Fun Fact: Looks petite, but trains for HYROX like a beast.

Hobby: Exploring good food spots & collecting cute little free things.

Life Motto: “Life is too short to be serious all the time."

💚 Wellness Advice: If you think you can’t, you can

Content Creator

Always bringing good vibes and laughter into the room, Sabrina enjoys making people smile almost as much as she enjoys making matcha and cafe hopping. Before joining PurelyB, she worked as a barista for a year and later as a Sales Coordinator for 2 years, giving her both people skills and an eye for creating experiences others enjoy. At PurelyB, she channels that energy into content creation, helping bring the brand to life in a fun, warm, and relatable way.

Fun Fact: Double jointed and can hold a coin in between the finger muscles.

Hobby: Nail art, fitness, gaming

Life Motto: "To be cringe is to be free :)"

💚 Wellness Advice: Keep your mental and body happy in every possible way.

Traditional Herbalist & Bidan

Hameedah (Kak Ida) is a renowned traditional Malaysian healer, herbalist and bidan kampung with over 20 years of experience in Traditional Malay and Ayurvedic wellness practices. She has supported clients across Southeast Asia through time-honoured herbal remedies, rituals and preventive wellness care passed down through generations.

Her treasured Pegaga and Manjakani formulations were personally entrusted to Jesrina to preserve and share through PurelyB. Before passing them on, Hameedah performed solat hajat, a meaningful act of prayer and intention - as a symbol of divine blessing and hopes upon the recipes and the communities they would serve.

Through this partnership, her ancestral knowledge continues to live on, connecting Malaysia’s rich herbal heritage with the wellness needs of today.

Chair of GIFTs of Health & Public Health Specialist

Professor Gerard Bodeker, whose doctoral studies were at Harvard, researches and advises on traditional and complementary medicine and wellness. He held research and teaching appointments in Medical Sciences at Oxford University for two decades and is a Professor of Epidemiology at Columbia University, New York.

He has chaired the Commonwealth Working Group on Traditional and Complementary Medicine and worked with several United Nations agencies, including as a senior advisor on Asian traditions of nutrition. He has also led medicinal plant research and training initiatives across Africa.

Professor Bodeker has written extensively on traditional medicine and is editor-in-chief of the World Health Organization’s Global Atlas on Traditional and Complementary Medicine. He is also a member of the Global Wellness Institute and chairs its Mental Wellness Initiative.

Professor of Molecular Medicine & Medicinal Mushroom Researcher

Professor Dr. Fung Shin Yee is a biochemist and medical scientist specialising in natural compounds and medicinal mushrooms. She holds a PhD in Molecular Medicine from Universiti Malaya and leads the Medicinal Mushroom Research Group at its Faculty of Medicine.

Her research focuses on Malaysia’s Tiger Milk Mushroom, including its bioactive compounds, safety, quality and health-supporting properties. Her pioneering work has contributed to the scientific validation of cultivated Tiger Milk Mushroom and the TM02®-xLr® extract.

Through her collaboration with PurelyB, Professor Fung helps connect traditional Malaysian knowledge with modern scientific research, bringing this treasured natural heritage to communities worldwide.

Medical doctor, PhD Bioengineering, Wellness Expert

Dr. Carolyn Goh holds a Medical Degree (MBBS), a Bachelor’s in Engineering, a Master’s in Bioengineering as well as a PhD in Bioengineering. Dr. Goh is also trained in the Gut and Psychology Syndrome (GAPs) nutritional protocol, Viteras Swiss Detox and Bowen Therapy. Whilst working as a researcher at Imperial College, she ran a successful wellness clinic integrating nutrition, mitochondrial therapy, detox and the Bowen Technique in St. Johns Wood, London.

She is passionate about natural remedies and empowering others to heal naturally, harnessing the body’s innate healing ability with help from Nature’s apothecary.