What Coterie does

Coterie Baby, LLC is a premium direct-to-consumer baby care brand founded in 2019 and headquartered in New York, operating as a remote-first organization with approximately 70 full-time team members. The company designs, markets, and sells clean, high-performing diapers, wipes, training pants, and — as of September 2025 — a baby skincare collection, targeting new and expecting parents who prioritize clean ingredients, hypoallergenic formulations, and product performance. Coterie's product portfolio emphasizes safety and transparency, with third-party certifications including OEKO-TEX Standard 100, EWG Verified, and National Eczema Association Seal of Acceptance, plus publicly published lab testing for over 1,000 chemicals including heavy metals, pesticides, and PFAs.

The core product technology centers on a high-absorbency diaper core holding 16+ oz of liquid with up to 12-hour leak protection and fast-wicking design, complemented by 25% plant-based materials and TCF (Totally Chlorine Free) pulp; wipes feature 99% purified water formulas with five clean ingredients and 100% plant-based plastic-free fibers. The 360° training underwear employs a patent-pending core for high-capacity toddler use, and the skincare line uses microbiome-friendly, EWG-verified formulations. Coterie generates revenue primarily through a monthly Auto-Renew subscription model (diapers and pants starting at $95/month with a 10% subscriber discount), supplemented by one-time purchases, giftable subscriptions, registry-driven sales, and a growing skincare ARPU layer.

The go-to-market blends DTC e-commerce on coterie.com with select retail (Pottery Barn Kids, Over the Moon, select grocery), marketplace presence (Amazon), registry partnerships (Babylist, Zola), and a differentiated in-hospital gifting program at Lenox Hill Hospital in NYC. As of late 2025, Coterie reported over $200M in trailing twelve-month net revenue with approximately 60% YoY growth and over 700 million diapers sold cumulatively, leading to its acquisition by Mammoth Brands (formerly Harry's Labs) for an implied valuation exceeding $1 billion.

Name

Coterie

Legal name

Coterie Baby, LLC

Website

https://coterie.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Coterie is a premium DTC baby care brand selling clean, high-performing diapers, wipes, training pants, and skincare via subscription and retail channels to new and expecting parents. Acquired by Mammoth Brands in late 2025 at a $1B+ valuation.

Ownership category

akta.pro rank

Product category

Infant Personal Care

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Baby Diapers & Training Pants (CRADALAE)

akta.pro secondary industries

Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Baby Bath & Cleansing (CRABAJAA), Baby Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD)

Keywords

• Premium baby diapers
• Baby wipes
• Baby skincare products
• Diaper subscription service
• Infant care essentials

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Diaper and Wipe Subscriptions: Monthly subscription model (Auto-Renew) for diapers, pants, training underwear, and wipes with 10% subscriber discount. Primary revenue driver, with approximately half of revenue coming from online sales.
2. One-Time Product Purchases: Individual packs available for one-time purchase at retail and online. Also includes giftable subscriptions (2, 3, 6, 12 month options) as a gifting product.
3. Skincare Products: Expanded into skincare market in September 2025 with $1 billion market opportunity, including First Wash, Soft Cream, Bun Balm, and Dream Oil products.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Coterie designs, manufactures, and sells premium disposable diapers, training pants and underwear, and baby wipes directly to parents under its own brand, with a subscription-driven Auto-Renew model that delivers products monthly at a discount. In September 2025, the company expanded into a four-SKU baby skincare line (First Wash, Soft Cream, Bun Balm, Dream Oil). All offerings are positioned around clean ingredients, hypoallergenic formulations, plant-based fibers, OEKO-TEX and EWG certifications, and high-absorbency performance.

Product overview

Coterie is a premium direct-to-consumer baby care brand offering a comprehensive portfolio of diapering and skincare products. The core offering consists of four diaper/pant products (The Diaper, The Pant, The 360° training underwear, and The Swimsuit swim diaper) and four wipe variants (The Wipe, The Soft Wipe, The Travel Wipe, and The Flush Wipe). In September 2025, Coterie expanded into skincare with four products (First Wash, Soft Cream, Bun Balm, and Dream Oil). The company also offers gift sets (The Newborn Starter Kit, The Skin Essentials, The Minis) and a subscription service (Giftable Subscription). All products emphasize clean ingredients, hypoallergenic formulations, and scientific testing, with the brand positioning around safety, performance, and transparency. Coterie operates primarily through direct-to-consumer sales with an Auto-Renew subscription model, and was acquired by Mammoth Brands (formerly Harry's Labs) in late 2025 for over $1 billion.

Differentiator

Problem solved

Functional benefit

Brands

• The Diaper: Premium disposable diapers with clean ingredients, hypoallergenic, dermatologist tested, up to 12-hour leak protection.
• The Pant
• The 360°
• The Wipe
• The Soft Wipe
• The Flush Wipe
• First Wash
• Soft Cream
• Bun Balm
• Dream Oil
• The Skin Essentials
• The Newborn Starter Kit
• The Minis
• The Swimsuit
• Giftable Subscription

Products and services

• The Diaper Premium disposable diaper offering up to 12-hour leak protection with a high-absorbency core holding over 16 oz of liquid. Made with 25% plant-based materials, hypoallergenic, dermatologist tested, and free of fragrance, parabens, and chlorine bleaching. Sold by subscription at ~$95/month or one-time purchase.
• The Pant Diaper-pant hybrid designed for potty training, featuring a stretchy waistband plus tabs for 2-way changing, up to 17 oz liquid capacity, and 20+ elastic strands for comfort. Sold as a subscription at ~$95/month.
• The 360° Pull-on style training underwear with 360° stretch waistband, highest liquid capacity in the line for day or overnight use, patent-pending core technology, and tearable side seams for easy removal. Sold as a subscription at ~$95/month.
• The Swimsuit Disposable swim diaper with a no-swell plant-based core that resists ballooning or sagging in water, 360° stretch waistband, leak-guard leg cuffs, and artist-illustrated prints with skin-safe inks. Available in Small, Medium, Large at ~$20 per pack.
• The Wipe Hypoallergenic baby wipe with 99% purified water and 5 clean ingredients. Made with 100% plant-based, plastic-free VEOCEL Lyocell/viscose fibers, up to 30% larger surface area. EWG Verified and dermatologist tested. Sold in 4-, 8-, or 16-pack bundles.
• The Soft Wipe Cotton-enhanced baby wipe infused with 8 moisturizers and emollients (minimum 15% premium cotton) to replenish skin hydration. National Eczema Association Seal of Acceptance. Sold in 4-, 8-, or 16-pack bundles.
• The Flush Wipe Sewer- and septic-safe flushable wipe designed for toddlers during potty training. Made with dual-phase flushable fibers that disintegrate in under 30 minutes. 99% purified water formula with 5 gentle ingredients.
• The Travel Wipe On-the-go baby wipes in convenient 18-wipe travel-sized packs with the same 99% purified water and 5 clean ingredients formula as The Wipe.
• First Wash Ultra-gentle sulfate-free hair and body wash for newborns through toddlers. Microbiome-friendly, pH balanced, tear-free formula with marshmallow root extract. 16.2 fl oz. $40 per bottle.
• Soft Cream Ultra-gentle face and body moisturizer that hydrates for up to 24 hours. Contains colloidal oatmeal, oat oil, avocado, olive, and coconut oils. pH balanced, microbiome-friendly, EWG Verified. 16.2 fl oz. $40 per bottle.
• Bun Balm Petrolatum-free multi-purpose diaper and dry skin ointment made with coconut oil, shea butter, and meadowfoam seed oil that creates a protective barrier against wetness and irritants. 4.59 oz. $40 per jar.
• Dream Oil Baby massage blend with 5 plant oils (apricot kernel, meadowfoam, avocado, sunflower, grapeseed). Antioxidant-rich formula designed for relaxation and sleep association. 3.38 fl oz. $50 per bottle.
• The Skin Essentials Full-size giftable skincare routine including First Wash (16.2 fl oz), Soft Cream (16.2 fl oz), and Bun Balm (4.59 oz). Dermatologist tested and EWG Verified. $120 per set.
• The Newborn Starter Kit New parent gift set including diapers in sizes N through 3, two wipe formulas (The Wipe and The Soft Wipe), and a mini skincare routine. All EWG Verified. $110 per kit.
• The Minis Travel-size skincare routine including mini First Wash (1.69 fl oz), Soft Cream (1.69 fl oz), and Bun Balm (1.41 oz) in a neoprene travel pouch, positioned for trial use or travel.
• Giftable Subscription Monthly diaper and wipe subscription available as a gift in 2-, 3-, 6-, or 12-month options. Includes The Diaper (6 packs) and The Wipe (4 packs) delivered monthly with a 10% discount. Priced $246 to $1,476.

Quantifiable outcome

• Holds over 16 oz liquid (based on lab testing of size 4)
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Lenox Hill HospitalcoreStrategic or Co-development Partner · 14 May 2026First in-hospital gifting program providing complimentary diapers and wipes to postpartum patients in the newly renovated maternity unit. The visitors' lounge has been renamed after the brand. Represents a marketing philosophy focused on building brand presence at moments when customer loyalty is most likely to form.
• Baby2BabycoreStrategic or Co-development PartnerPartnership through which Coterie is donating 2,000,000 diapering essentials to families in need. Supporting families is part of company's reason for being.
• Coterie Council (Medical Advisory)minorStrategic or Co-development PartnerMedical advisory council supporting product development and safety standards.
• BabylistminorChannel Partner/ Reseller/ DistributorBaby registry partner listing Coterie products for new parents to add to wish lists.
• Pottery Barn KidsminorChannel Partner/ Reseller/ DistributorRetail partner for Coterie products.
• ZolaminorChannel Partner/ Reseller/ DistributorBaby registry partner featuring Coterie products.
• AmazonminorChannel Partner/ Reseller/ DistributorOnline marketplace channel for Coterie products.
• Over the MoonminorChannel Partner/ Reseller/ DistributorRetail partner for premium baby products.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Seventh Generation (Unilever): Established clean household and baby care brand owned by Unilever. Competes with Coterie in clean diapers and wipes through broad grocery and natural channel distribution.
• Pampers (Procter & Gamble): Market-leading diaper brand from P&G, including the Pampers Pure line that competes directly in clean diapers. Largest incumbent in the category with extensive retail distribution and marketing scale.
• Huggies (Kimberly-Clark): Mass-market diaper brand from Kimberly-Clark with the Special Delivery line targeting clean diaper consumers. Competes with Coterie across price tiers and retail channels.
• Babyganics: Baby-focused personal care brand owned by SC Johnson offering plant-based wipes, sunscreens, and skincare — adjacent overlap with Coterie's skincare and wipes portfolio.

Direct peers

• The Honest Company: Premium DTC brand offering clean, eco-friendly diapers, wipes, and baby personal care products. Directly competes with Coterie on positioning (clean ingredients), product mix (diapers + wipes + skincare), and premium subscription model.
• Hello Bello: DTC premium baby care brand founded by Kristen Bell and Dax Shepard, offering diapers, wipes, and personal care products with a clean-ingredient positioning similar to Coterie's.
• Kudos: Premium DTC baby diaper brand with a focus on clean ingredients and sustainability. Directly competes with Coterie in the subscription clean-diaper category.
• Parasol Co: Premium DTC diaper brand offering clean, dermatologist-tested diapers with a focus on leak protection and plant-based materials — closely overlapping Coterie's performance and ingredient story.
• Dyper: Subscription-based diaper service with an emphasis on eco-friendly and compostable materials. Directly comparable to Coterie on the subscription DTC diaper model.
• Made Of: DTC brand offering EWG-verified baby care products including diapers, wipes, and personal care — overlaps Coterie on clean-ingredient positioning and product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/coterieinc
• Facebookfacebook.com/CoterieBaby
• Instagraminstagram.com/coterie
• LinkedInlinkedin.com/company/coterieinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coterie