Southeast Asian PFAS-free membrane maker taps BRAIND and Managing Director Tomas Vucurevic to build a specifiable, consumer-facing brand around its electrospinning platform
Niber Technologies, which describes itself as Southeast Asia’s first industrial-scale manufacturer of PFAS-free electrospun nanofiber membranes, has appointed Tomas Vucurevic, managing director of ingredient brand consultancy BRAIND, as its Chief Brand Advisor. The move marks the Singapore-incorporated company’s shift from selling a material to building a structured ingredient brand around its proprietary membrane platform. The company states it is developing the platform for introduction in 2026.
From material to ingredient brand: why PFAS-free membranes now need a clear claim
Niber has previously pointed to tighter PFAS restrictions in the EU and in US states including California and New York as a driver of demand (Niber Technologies funding announcement, February 2025). As regulation increases, membrane suppliers are competing not only on chemistry, but also on how clearly brands, retailers and consumers can understand and specify the performance claim.
Ingredient branding in this category has long been associated with established Western names such as GORE TEX. That comparison is made here for context, not by Niber or BRAIND. Niber’s move points to an Asia based challenger trying to build similar, specifiable status for a PFAS free alternative, with messaging aimed at three audiences: brand partners who write specs, retailers who explain the technology at the shelf, and consumers who recognize it on a hangtag.
Niber, founded in 2019 by Jaemin Park and Jaehyung Park, runs manufacturing and R&D operations in the Philippines. The company uses BASF thermoplastic polyurethane as a material input, supported by ISCC+-certified feedstocks and renewable energy from BASF’s Shanghai Verbund site. Vucurevic’s mandate covers brand strategy, positioning, naming, architecture, messaging and brand-partner collaboration as the company moves toward global activation.
Jaemin Park said the ingredient brand step is “a direct signal of the seriousness and ambition” behind Niber’s evolution. President Richard Beck framed the goal as making Niber “the name that brands specify, retailers trust, and consumers recognize” for PFAS-free ultra-breathable performance. Vucurevic himself described the task as “making complex technology legible”, noting the unusual position of doing so for an Asia-based company in a field long shaped by Western incumbents.
