About Us

Riding Pink is the brainchild of a

stay-at-home mother, Denise Tan.

Having left the corporate world to care for her young children, Denise explored ways to create new income opportunities for women that provided flexibility in daily schedules, especially for busy mothers like herself.


With the boom of e-hailing services and increasing accounts of harassment against women, Riding Pink made its debut in late 2016 and introduced pre-booking ride services exclusively for women – a safe, trusted and comfortable service that connects female passengers with female drivers via a smartphone application.

Malaysia’s 1st

Women & Children-only Ride App

To date, Riding Pink has empowered thousands of women drivers with new income opportunities and has enabled more women passengers the access to a safer travel option in the Klang Valley, Johor and other parts of Malaysia.

Staying true to the brand’s vision and long-term goal, Riding Pink continues to enable more flexible income opportunities for women by expanding its range of services, which now includes: Pink rides (Pre-booked), PinKIDS, PinkAID and Kidsential.

Our Mission

Job Creation for Women

Enabling women with new income opportunities and flexibility in time management.

By Women, For Women

Building a sustainable ecosystem that empowers and supports women of different backgrounds.