What Joone does

Joone Paris SAS is a France-based direct-to-consumer brand founded in 2017 by Carole Juge-Llewellyn, specializing in transparent, certified-organic diapers and personal care products for babies, children, teens, and mothers. The company pioneered the no-commitment diaper subscription model in France, offering three product tiers (ONE from €54.90/month, Iconic from €59.90/month, and Origine from €64.90/month) with customizable frequency, sizes, prints, and delivery options. The catalog extends into baby skincare (liniments, cleansing gels, moisturizers, change creams), a children/teen range (deodorants, oral care, puberty-focused body care), a maternal line (stretch mark care, hair supplements, SPF 50+ face cream), and curated gift sets. Its technology stack is built around a Shopify-based subscription e-commerce platform with multi-language customer service across 30+ countries, supplemented by the DOORZ blockchain traceability tool that lets consumers scan a QR code to trace each product from raw materials to delivery.

The business operates a hybrid go-to-market combining a DTC subscription engine with a substantial B2B professional channel of 600+ partners — 350+ pharmacies, 300+ crèches, 30+ maternities — alongside premium retail (Monoprix, Galeries Lafayette, Printemps), luxury hospitality (Four Seasons George V, Hyatt), and e-commerce marketplaces (Blissim, La Belle Vie). Joone monetizes through recurring subscriptions (€54.90–€64.90/month), one-time product sales (€4.13–€129.90), B2B wholesale, and gift cards. Distribution is anchored by 93% Made-in-France production across the Vosges, Nord de la France (since 2024), and a Danish partner factory, with a domestic logistics warehouse near Paris. Demand generation is driven by the Joone Mama Club community (2,500+ members, 80+ clubs internationally, 80+ ambassadors), a Joornal editorial blog (38+ articles), earned media in Vogue France, Marie Claire, WWD, and Magic Maman, and a referral program offering €10 credit to both referrer and referee.

To date Joone has disclosed approximately €15.4M in funding (€3.5M Series Seed from Alven in 2018, a 2020 round led by Vaultier7 of roughly €10M, and a pre-seed from The Family in 2017). It employs 45 people at its Paris headquarters, holds multiple certifications (FSC, Oeko-Tex Standard 100, Nordic Swan Ecolabel, COSMOS ORGANIC, COSMOS NATURAL, ECOLABEL), and has donated 350,000+ diapers through the Joone Foundation.

Name

Joone

Legal name

Joone Paris

Website

https://joone.fr

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Joone Paris is a France-based DTC brand offering certified-organic, transparent diapers and personal care for babies, children, and mothers through a no-commitment subscription model, a 600+ partner B2B network, and an international community (Joone Mama Club) spanning 30+ countries.

Ownership category

akta.pro rank

Product category

Baby Diaper Subscription and Personal Care Products

NAICS

Health and Personal Care Retailers (4561), Other Health and Personal Care Retailers (45619)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Powder & Anti-Chafe (CRABAJAG)

Keywords

• Baby diapers
• Diaper subscription
• Baby care products
• Organic maternity care
• Eco-friendly hygiene

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Diaper Subscription: Monthly recurring subscription for diapers (couches) and diaper pants, the core revenue driver. Subscriptions start at €54.90/month (ONE line), €59.90/month (Iconic line), and €64.90/month (Origine line). The subscription model provides predictable recurring revenue and strong customer lifetime value.
2. One-time Product Sales: Non-subscription purchases of baby care products (skincare, body care, hair care), child/teen products, and mother products (stretch marks, hygiene, supplements). Includes gift sets (coffrets) and gift cards. One-time purchases supplement subscription revenue.
3. B2B Professional Sales: Sales to 600+ professional partners including pharmacies, crèches, maternities, and retail/hospitality distributors. Joone sells its products in small, agile packs designed for pharmacies, as well as professional-sized offerings for institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Joone designs, manufactures, and sells transparent, eco-responsible baby care products, anchored by a flexible no-commitment diaper subscription service available in three tiers (ONE, Iconic, Origine). The company also offers certified-organic skincare and hygiene products for babies, children, and pregnant/new mothers, distributed via its own e-commerce platform, 600+ professional partners (pharmacies, crèches, maternities), and select retail and luxury hospitality channels.

Product overview

Joone is a subscription-based e-commerce company specializing in healthy, transparent products for babies, children, and mothers. The core offering is a flexible diaper subscription service launched in 2017, providing three tiers (ONE, Iconic, Origin) with customizable patterns and delivery options. The product portfolio includes four main lines: (1) Baby Care products certified COSMOS ORGANIC by Ecocert including liniments, cleansing gels, moisturizers, and change creams; (2) Children & Teen products for ages 1+ including deodorants, toothpastes, and body care; (3) Mama products for pregnancy and postpartum including stretch mark care, intimate hygiene, and hair supplements; and (4) Birth Gift Sets and accessories including diaper bags. The company also operates the Joornal editorial blog and Joone Mama Club community with 80 local chapters. All products emphasize transparent composition, made-in-France manufacturing, and organic certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Joone Diaper Subscription (Abonnement couches) Flexible no-commitment subscription service for diapers (couches) and diaper pants (couches-culottes), offering customizable delivery frequency, patterns, and sizes, with options for premium Origine, fashion-print Iconic, and entry-level ONE tiers. Includes family discount (-20% on 2nd subscription), twins/triplets discount (-30% to -50%), free returns within 7 days, and delivery in 2–3 business days across Europe. Starts with a free 6-diaper trial kit.
• Joone Baby Care Line (Soins Bébé) Certified organic baby care products including liniments (€11.90), cleansing gels, moisturizing milks, cleansing waters, massage oils, change creams (€8.90), and cotton pads. COSMOS ORGANIC certified by Ecocert, dermatologically tested, hypoallergenic, and formulated for sensitive and atopic skin. Covers use cases such as diaper changes, skin irritations, bath time, and travel-size formats.
• Joone Mama Care Line (Femme) Skincare and wellness products for pregnant and nursing mothers, including stretch mark oils and creams (99.5% natural origin, certified organic), intimate hygiene gels, hair supplements (€22.90), pregnancy Future-Maman Kit (€79.00), and SPF 50+ face cream (€21.90). 76% of users report reduced hair loss after 3 months.
• Joone Children and Teen Care Line (Enfant / Ado) Care products designed for children aged 1+ and pre-adolescents/teens transitioning to independent hygiene habits, including certified organic deodorants, oral hygiene products, facial care, and body care formulated for sensitive developing skin. Featured as a beauty editor favorite by Marie Claire (December 2025).
• Joone Birth Gift Sets (Coffrets naissance / maternité) Curated gift sets for newborns and mothers including discovery boxes (€22.90), birth boxes (€49.90), bath and hydration sets (€49.90), maternity sets (€129.90), change sets (€22.90), and travel kits (€24.90), combining diapers, liniment, cleansing water, change cream, face cream, cotton pads, and compostable wipes. Designed for maternity ward distribution or gifting.
• Joone Diaper Changing Bag (Sac à langer) Stylish and practical diaper bag made from 100% quilted cotton muslin, available as standalone (€75.90) or filled version (€99.90) containing diapers, liniment, cleansing water, change cream, face cream, cotton pads, and compostable wipes. Promoted with -15% off using promo code SAC15.
• Joone Gift Cards (Cartes cadeaux) Prepaid gift cards available in €50 denominations for purchasing Joone diapers, skincare, and accessories.

Quantifiable outcome

• Classified Grade A in absorption by independent laboratory SGS (January 2024)
• +13 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DOORZcoreTechnology or Integration · 1 January 2024DOORZ is Joone's blockchain traceability technology partner. DOORZ enables Joone to offer consumers full product traceability from raw materials to shipping via QR code, a unique transparency feature in the baby care market. Each Joone product can be scanned to verify its complete supply chain journey.
• ESAT (Établissements et Services d'Aide par le Travail)minorStrategic or Co-development Partner · 1 January 2024Joone partners with French ESAT (sheltered workshops) involving 135 people with disabilities in the production process, supporting inclusive employment as part of its social responsibility commitments.
• Coral GuardianminorStrategic or Co-development Partner · 1 January 2024Coral Guardian is a coral reef protection association supported by Joone. The partnership supports marine ecosystem preservation through Joone's commitment to selecting UV filters that preserve marine environments rather than harming coral reefs.
• COSMEDminorOthers · 1 January 2024Joone plans to join COSMED, the French professional association for health and beauty companies, as part of its commitment to expanding its engaged professional network.
• COSMEBIOminorOthers · 1 January 2024Joone plans to join COSMEBIO, the French organic cosmetics association, to strengthen its positioning in the certified organic beauty sector.
• Various Partner Brands at Joone Mama Club EventsminorGTM or Marketing Partner · 1 January 2024Each month Joone collaborates with partner brands at Joone Mama Club events to enrich the community experience by introducing members to complementary creators and products. Brands are recruited via Typeform.
• Hôpital Cochin — #ProtègeTonSoignantminorOthers · 1 January 2020During the COVID-19 crisis, Joone's Foundation funded €40,000 of medical equipment (respirators, masks, tests) for Hôpital Cochin in Paris via the #ProtègeTonSoignant collective.
• Aviation sans Frontières and Airbus FoundationminorOthers · 1 January 2020Aviation sans Frontières and Airbus Foundation supported Joone in shipping 900+ diapers to Beirut, Lebanon following the 2020 explosion, as part of the Joone Foundation's humanitarian response.

Scale indicators11 records

Recent moves6 records

Expansion highlights3 records

Others

• Greenweez: Leading French online retailer for organic and eco-responsible products. Relevant comparator for Joone's e-commerce DTC and B2B distribution strategy in the organic consumer space.
• Net à Porter Kids / Beauty (Yoox Net-a-Porter): Premium lifestyle e-commerce channel where Joone's mama, child, and gift products are discoverable. Not a competitor but a marketplace comparator for the luxury positioning and gift-set distribution.

Direct peers

• Les Petits Prödiges: French DTC challenger brand of organic, eco-designed diapers and baby care. Competes head-to-head with Joone on the same "clean label + Made in France + subscription" proposition in French pharmacies and online.
• Bébé au Naturel: French online specialist in cloth diapers, organic baby skincare, and zero-waste baby essentials. Comparable on natural/eco positioning and DTC focus, with strong overlap on skincare and bath categories.
• Petit Bateau (Yves Chastant) Baby: Heritage French children's apparel and care brand with baby care and layette ranges. Comparable as a French premium multi-category family brand; less of a subscription play but similar channel presence in pharmacies and department stores.
• Love & Green: French eco-responsible diaper brand sold in supermarkets and pharmacies. Closely comparable on positioning (clean, plant-based diapers in France) and channel mix, but relies on retail rather than DTC subscription.
• Weleda Baby: Natural & organic baby care brand with Natrue-certified ranges (bath, nappy change, creams). Direct peer for Joone's COSMOS ORGANIC baby care range, with stronger international footprint in Europe.
• Bambo Nature: European eco-certified diaper brand (FSC, Nordic Swan) selling across pharmacies and online in multiple countries. Closest direct competitor to Joone Origine line on sustainability certification and cross-border distribution.

Broad incumbents

• Pampers (P&G): Global mass-market diaper leader. Competes with Joone in French retail and pharmacies; recent Pampers Pure/Pampers Harmonie lines move into Joone's organic/transparency territory. Broader portfolio brand, not a niche specialist.
• Mustela (Laboratoire Expanscience): Leading French baby skincare brand sold in pharmacies, including stretch mark, bath, and diaper change ranges. Direct overlap with Joone's Mama and Baby Care lines; much larger established player with broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/jooneparis
• YouTubeyoutube.com/channel/UCgt1lP66xzj_vaqCSIFJbNQ
• Facebookfacebook.com/jooneparis
• Instagraminstagram.com/joone.paris
• TikToktiktok.com/@jooneparis
• Pinterestfr.pinterest.com/JooneParis

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors3 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 Joone