Riding Pink is Malaysia's first women and children-only ride app, providing a safe, trusted, and comfortable transportation service exclusively for females. Founded by Denise Tan, a stay-at-home mother, Riding Pink aims to create new income opportunities for women, particularly busy mothers, by offering flexible schedules. Since its inception in late 2016, Riding Pink has empowered thousands of women drivers and enabled more women passengers to access safer travel options in the Klang Valley, Johor, and other parts of Malaysia.

Riding Pink's range of services has expanded beyond pre-booked rides to include PinKIDS, PinkAID, and Kidsential. These services cater to specific needs, such as transportation for children, emergency assistance, and childcare. Their mission is to create job opportunities for women and build a sustainable ecosystem that supports and empowers women from diverse backgrounds.

For added convenience, Riding Pink offers a user-friendly smartphone application, allowing passengers to easily connect with female drivers. With a commitment to providing a safe and inclusive transportation experience, Riding Pink continues to innovate and expand, ensuring more women can benefit from flexible income opportunities and a secure travel option