This ‘designer’ diaper brand could sell for a billion, but today its plant-based bestseller is on sale

Pass the Pampers and toss the Huggies.

Apparently, “designer” diapers are in, and worth over a billion dollars. At least, that’s Mammoth Brands’ take, as they gear up to get in on the bougie baby care category.

On Thursday, the consumer goods giant announced plans to acquire Coterie, the direct-to-consumer luxury diaper brand backed by a flock of celebrity investors and entrepreneurs, including Kourtney Kardashian, Karlie Kloss and Ashley Graham.

The deal is expected to close by the end of the year and could value Coterie at over $1 billion, so long as it hits certain financial targets. So far, it seems to be on track: Coterie pulled in over $200 million in net revenue over the past 12 months, up nearly 60% year-over-year, according to the announcement.

Coterie’s lineup includes luxe diapers, clean skincare, ultra-soft wipes and pull-up-style “pants” available à la carte or in curated bundles. The brand rarely runs sales, but today, its $74 best-selling wipes are marked down on Amazon — a rare chance to try what some parents call “the best wipes on the market.”

But, how exactly are Coterie’s diapers and wipes different? Founded in 2019, the fast-growing baby care company set out with a big mission: Disrupt the baby market by providing premium alternatives. CEO Jess Frenchman Jacobs told Forbes that “the status quo in the industry wasn’t good enough.”

It’s not just about what’s in their products; it’s what’s intentionally left out. Coterie’s products are free from over 1000 chemicals, including added fragrances, phthalates and parabens. They’re also hypoallergenic, dermatologist-tested, cruelty-free and independently lab-tested.

The unscented wipes, for example, are made with 99% water and 100% plant-based fibers. They’re also EWG Verified and have received the National Eczema Association’s Seal of Acceptance.

“They are thick and strong, yet soft,” one customer raved. “They have no smell or ingredients that will irritate a little ones bottom… My little one has eczema and extremely sensitive skin and the extra ingredients in others would literally cause her skin on her bottom to wipe off. These have saved her delicate skin.”

Size matters, too. According to Coterie, their wipes are up to 30% larger than other brands, which means more coverage and less waste. Parents seem to agree. One Amazon reviewer said she only needs one wipe, or even half of one, “to get the job done.”

Coterie comes with a premium price tag, but the quality may justify the cost. Plus, with limited-time deals before the acquisition, some parents might be tempted to stock up. Over 5,000 shoppers have purchased the 8-pack in the past month alone, and sales don’t seem to be slowing down.

This article was written by Miska Salemann, New York Post Commerce Journalist. As a Gen Z first-time mother of one, Miska tests baby, maternity and postpartum products ranging from stylish new kids clothes to long-trusted diaper brands with her daughter. She evaluates baby- and mom-approved products for practicality and quality, and consults medical and parenting experts to weigh in on safe ingredients, usage and more. Before arriving at the Post, she covered the lifestyle and consumer verticals for the U.S. Sun.