What DYPER does

DYPER Inc. is a Scottsdale, Arizona-based direct-to-consumer baby care brand founded in 2014 by Sergio Radovcic (originally incorporated as DYPER Inc. under Arizona law). The company designs and sells plant-based disposable diapers, baby wipes, and training pants — including a Charcoal Enhanced diaper variant — built around a 100% plant-based skin-facing liner, 55% USDA Certified Biobased content on Original diapers, hypoallergenic and EWG Verified formulations, and a 5-star Dermatest rating. Its proprietary REDYPER sub-brand operates a home-pickup industrial composting service that collects used DYPER diapers weekly in 20 major US metropolitan areas and converts them to compost in approximately 14 weeks, with 15 million pounds of diapers cumulatively diverted from landfills. Distribution is exclusively through the dyper.com Shopify storefront; the company has no app, no public API, and no retail or third-party channel presence.

DYPER monetizes through a subscription-first DTC model: monthly diaper boxes (Original or Charcoal) starting at $99.45 with a 15% subscription discount, tiered Diapers + Wipes bundles at $119.85 and $134.30 per month, wipes and training-pants subscriptions, one-time purchases, REDYPER composting at $49/month (first 4 pickups free), and accessory/bundle SKUs with up to 35% bundle savings. Customer acquisition runs through content marketing, organic social (Facebook, Instagram, TikTok, Pinterest), email, PR/earned media, a Dyper Rewards loyalty program, and a $15 give-get referral program. Target segments are eco-conscious parents and parents of babies with sensitive skin, with convenience-oriented parents as a secondary segment.

In May 2023 DYPER was acquired by Procter & Gamble (NYSE: PG) and now operates as a wholly-owned brand within P&G's baby care portfolio, retaining its brand identity and direct-to-consumer positioning. Following the acquisition, the company added a Smurfs-licensed product line (July 2024) and won the 2024 Baby Innovation Program 'Disposable Diaper Product of the Year' award. Headcount is reported at 11–50 employees, and DYPER's leadership team includes Giusy Buonfantino (CEO), Sergio Radovcic (Founder & CEO), Robert Lunny (CFO), Bruce Miller (President), and Jeremy Mullins (SVP, Customer Experience).

Name

DYPER

Legal name

DYPER Inc.

Website

https://dyper.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

DYPER is a Scottsdale, Arizona-based direct-to-consumer brand selling plant-based, compostable diapers, wipes, and training pants via subscription on dyper.com. Founded in 2014 and acquired by Procter & Gamble in May 2023, the company also operates REDYPER, a weekly curbside diaper-composting pickup service active in 20 US metro areas.

Ownership category

akta.pro rank

Product category

Sustainable Baby Diapers

NAICS

Compost Manufacturing (325315)

SIC

Wholesale-Paper & Paper Products (5110), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Baby Diapers & Training Pants (CRADALAE)

akta.pro secondary industries

Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Eco-Friendly Disposal, Recycling & Donation Hauling (HSAIAOAJ), Compost Product Distribution, Retail & Landscape Supply (Bulk/Bagged) (BPALAEAI)

Keywords

• Plant-based baby diapers
• Compostable diaper service
• Subscription baby wipes
• Eco-friendly baby products
• Diaper composting pickup

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Diaper Subscription Sales: Monthly subscription boxes for diapers with 15% discount. Subscribers can choose delivery frequency (every 2-12 weeks) and can pause, delay, or cancel anytime. Diapers range from NB to size 7, with different counts per size.
2. One-Time Diaper Purchases: Single-pack diaper purchases available at higher per-unit pricing. Includes Original, Charcoal Enhanced, and various size options.
3. Baby Wipes Sales: Baby wipes sold in various pack sizes (1 pack to 24 pack), with subscription option offering 15% savings. Includes Original wipes (99% water) and Newborn/EWG Verified wipes (99.9% water).
4. Training Pants Sales: Training pants monthly boxes and single packs for toddlers in transition. 45% USDA certified biobased product with subscription option.
5. REDYPER Composting Service: Monthly composting pickup service at $49/month (first month free) plus $12.25 per pickup after initial 4 free pickups. Includes compostable bags and weekly collection from customer's doorstep in 20 cities.
6. Accessories and Bundles: Diaper bags, caddies, compostable trash bags, swim pants, gift cards, and bundled product packs (Essentials, Toddler, Newborn bundles) with savings up to 35%.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

DYPER designs, sells, and delivers plant-based, compostable baby diapers, baby wipes, and training pants directly to consumers through its own e-commerce website, with monthly subscription boxes and one-time purchase options. The company operates the proprietary REDYPER service, a weekly curbside pickup and industrial composting program in 20 major US cities that turns used DYPER diapers and wipes into nutrient-rich soil. Products are positioned around plant-based materials, dermatologist and EWG safety certifications, and a circular-economy disposal model.

Differentiator

Problem solved

Functional benefit

Brands

• REDYPER: Home pickup diaper composting service for dirty DYPER diapers and used DYPER wipes, offered in 20 US metropolitan areas.

Products and services

• Monthly Diaper Box (Original) Subscription and one-time purchase box of plant-based DYPER Original diapers, available in sizes NB through 6, delivering up to 12-hour leak protection with a 100% plant-based liner, 5-star Dermatest rating, and eligibility for REDYPER composting. Aimed at eco-conscious parents and parents of babies with sensitive skin.
• Charcoal Enhanced Diapers Charcoal Enhanced variant of DYPER diapers with a charcoal-enhanced ultra-absorbent core, 52% USDA certified biobased content, designed for total rash protection and 12-hour leak protection. Sold as a multi-pack via one-time purchase, marketed to parents seeking maximum absorbency and rash prevention.
• Baby Wipes (Original) DYPER Original baby wipes made with 99% purified water and a 100% plant-based basesheet, hypoallergenic, free of harmful chemicals, and compostable via the REDYPER service. Available in pack sizes from 4 to 24 packs (240 to 1,440 count) on subscription (15% off) or one-time purchase. Targeted at parents of sensitive-skinned infants.
• EWG Verified Newborn Baby Wipes EWG Verified newborn wipes formulated with 99.9% purified water and fruit extract, sold in 4, 8, and 12 packs (224 count each) on subscription or one-time purchase. Marketed to parents of newborns seeking the highest-purity, certified-safe wipe option.
• REDYPER Composting Pickup Service Proprietary weekly curbside composting pickup service that collects used DYPER diapers and wipes from customer doorsteps in 20 major US metropolitan areas and processes them via industrial composting into nutrient-rich soil in approximately 14 weeks. Priced at $49/month (first month free) plus $12.25 per pickup after the first 4 free pickups with code REDYPER, includes compostable bags, and is the core sustainability differentiator for the DYPER brand.
• DYPER Product Bundles Curated multi-product bundle packs including Dyper Essentials Pack ($49.99, save 26%), Toddler Bundle ($125.99, save 15%), Multi Child Box Bundle ($229.99, save 15%), and Newborn Bundle ($76.50, save 35%). Designed to drive larger average order values, gift purchases, and multi-child household adoption.
• Smurfs Themed Diaper Line Licensed Smurfs-themed extension of DYPER's diaper and baby product range, featuring character-branded packaging and products targeted at parents seeking co-branded diaper options. Launched in July 2024.

Quantifiable outcome

• 15 million lbs of diapers diverted from landfills through REDYPER composting service
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Honest Company: The Honest Company is a leading DTC eco-conscious baby and household products brand (founded by Jessica Alba) selling plant-based diapers, wipes, and personal care through subscription and retail. It is the most direct DTC analogue to DYPER in the sustainable diaper category.
• Coterie: Coterie is a premium DTC diaper brand offering direct-to-consumer subscription delivery of clean, high-performance diapers targeting eco-conscious and design-driven parents — competing head-to-head with DYPER on subscription economics and premium positioning.
• Hello Bello: Hello Bello is a DTC value-priced clean baby brand selling diapers, wipes, and training pants via subscription direct to consumers. It overlaps with DYPER on subscription model and clean-ingredient positioning but targets a more budget-conscious segment.
• Naty (Eco by Naty): Naty is a Swedish-founded eco-friendly baby brand offering plant-based diapers, wipes, and personal care with a sustainability certification focus. Comparable to DYPER on plant-based diaper technology and ESG positioning, primarily distributed in Europe.
• Bambo Nature (Abena): Bambo Nature by Abena is a Scandinavian eco-friendly baby and personal care brand offering certified-eco diapers distributed in the US. Comparable to DYPER on plant-based materials and third-party sustainability certifications (Nordic Swan, FSC).

Broad incumbents

• Pampers (Procter & Gamble): Pampers is P&G's flagship global diaper brand and the category leader — and importantly, the parent of DYPER. Pampers Pure is P&G's eco-positioned sub-line directly competing in plant-based/clean diapers at scale.
• Huggies (Kimberly-Clark): Huggies is the #2 global diaper brand with its own 'Special Delivery' clean/eco sub-line. As a mass retailer-anchored competitor with sustainability positioning, Huggies represents the incumbent threat to DYPER's premium eco niche.
• Seventh Generation: Seventh Generation is a Unilever-owned eco-focused CPG brand offering plant-based diapers and household products distributed through mainstream retail. It overlaps with DYPER on plant-based formulation and sustainability certifications at mass-market scale.

Emerging players

• Kudos: Kudos is an emerging plant-based disposable diaper brand emphasizing cotton-based, plastic-free construction. Comparable to DYPER on plant-based liner technology and clean-ingredient positioning, but smaller and earlier-stage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/getdyper
• Instagraminstagram.com/get.dyper/?hl=en
• TikToktiktok.com/@dyperofficial
• Pinterestpinterest.com/GetDYPER
• Xx.com/getdyper

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors2 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 DYPER