behind the brand
Can You Guess Which Challenger Brand Is Disrupting the Diaper Industry?
- by Barbie Romero , Yesterday
Inspired by the Japanese diaper and
focused on caretakers, this award-winning brand has won multiple awards. Can you guess which challenger brand is disrupting the diaper industry?
Coterie was founded in 2018 by Frank Yu, who was inspired by Japanese diaper innovation, which was ultra-absorbent and had a cloth-like feel.
Coterie has sold over 500 million diapers to date.
Traditionally, legacy diaper brands focused on babies rather than the real needs of parents. Coterie’s mission is to make parents feel seen, supported, and empowered, not just as caregivers but as individuals who deserve peace of mind and rest.
The name Coterie comes from the French word coterie, which refers to a group of people with shared interests or tastes. It speaks to the mission of fostering a close-knit community of modern parents who value quality, transparency, and mutual support. In a way, it is like a family.
The Diaper, Coterie’s hero product, is certified to OEKO-TEX® STANDARD 100, meaning it’s certified safe from 1,000+ potentially harmful chemicals. It’s hypoallergenic, dermatologist-tested, cruelty-free, and made with 25% plant-based materials.
The Diaper has also been awarded the Best of Babylist, Parents’ Kids Sleep Awards, Best of the Bump, and Forbes Vetted.
If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.
