Mum and You
Mum and You is a UK direct-to-consumer brand that designs and sells biodegradable, plastic-free premium baby nappies, wipes, and skincare via owned e-commerce, subscriptions, and retailers (Amazon, Boots, Ocado, Tesco), targeting eco-conscious parents and childcare providers.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mum and You does
Mum and You is a UK-based, direct-to-consumer baby care brand founded in 2017 that designs and sells premium performance, biodegradable, plastic-free nappies, nappy pants, baby wipes, and baby skincare products. Its core products centre on Premium Performance Nappies and Nappy Pants (featuring Smart-Tube wetness distribution technology rated for up to 12 hours of leak protection), three wipe variants (Biodegradable Baby Wipes certified compostable to EN13432 and TÜV Austria OK compost Home, Bamboo Wipes, and Onewipe XL), and a skincare range (Face The Day Stick, Baby Hair & Body Wash, Face & Body Moisturiser, Bedtime Bubbles, Organic Chamomile Baby Lotion). All products are free from perfume, lotions and latex, certified cruelty-free under Leaping Bunny, registered with the Vegan Society, and made from PEFC-certified sustainable wood pulp or bamboo — claims substantiated through independent third-party certification.
The company monetises through a blended revenue model spanning one-time purchases, recurring subscription bundles (MY Flexi, Nappies and Wipes, Nappy Pants, Baby Wipes, and Nappy Pants & Wipes bundles with up to 30% savings versus one-time, on 3- to 6-week delivery cycles and 3- to 12-month prepaid options), and e-gift cards (£10-£200 denominations, 12-month validity). Distribution is omnichannel within the UK: an owned Shopify e-commerce store at mumandyou.com is the primary channel, supplemented by Amazon UK, Boots, Ocado and selected Tesco stores. Marketing is community-led, combining a blog, email, Facebook/Instagram/TikTok, a parenting podcast hosted by Ferne McCann ('Keeping The Little Things Little'), referrals (£10 voucher), member rewards (5p per £1 spent), and the proprietary NappyChat educational programme developed with Dr Jessica Horst of the University of Sussex Word Lab.
The company targets three overlapping customer segments — parents of babies and toddlers (primary, focused on the first 1,000 days), eco-conscious consumers seeking plastic-free/biodegradable alternatives, and childcare providers such as childminders — with 68k+ customers served to date, a 4.8/5 overall site rating, and award recognition including the Mother & Baby Award 2023 and multiple TDN Gold/Silver/Bronze awards (2018-2020). The team is small (11-50 stated), bootstrapped/founder-owned with no disclosed institutional funding, and the leadership group (CEO Rajiv, CFO Anu, Director of Business Operations Sarah, Head of Supply Chain Faye, CTO Alex, Head of Operations Bharat, among others) signals a build-out geared toward multi-channel distribution and supply-chain scaling rather than aggressive external growth financing.
Mum and You firmographics
Firmographics- Name
- Mum and You
- Legal name
- Mum and You
- Website
- https://mumandyou.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mum and You is a UK direct-to-consumer brand that designs and sells biodegradable, plastic-free premium baby nappies, wipes, and skincare via owned e-commerce, subscriptions, and retailers (Amazon, Boots, Ocado, Tesco), targeting eco-conscious parents and childcare providers.
- Ownership category
- akta.pro rank
Mum and You industry classification
Industry- Product category
- Baby Care Products
- NAICS
- Health and Personal Care Retailers (4561), Other Health and Personal Care Retailers (45619)
- akta.pro primary industry
- Baby, Kids & Maternity Online Retailers (CRAFADAI)
- akta.pro secondary industries
- Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)
Keywords
Where Mum and You is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Mum and You business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Product Sales (One-time Purchase): One-time purchases of nappies, wipes, skincare products, and accessories through e-commerce store and retail partners. Products available in various pack sizes with tiered pricing.
- Subscription Boxes: Recurring subscription model for nappies, wipes, and bundles with 20-30% savings vs one-time purchase. Customers can choose delivery frequency (3, 4, 5, or 6 weeks) and prepay 3-12 months for additional savings. Includes member rewards of 5p per £1 spent.
- Gift Cards: E-gift cards sold in denominations of £10, £20, £25, £50, £100, and £200. Valid for 12 months from purchase date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Performance Nappies from £10.99 per pack |
| Subscription | Monthly | Subscription bundles with up to 30% savings |
| Other | Pay-as-you-go | Free delivery on orders over £40 |
| One time/ perpetual license | Pay-as-you-go | E-Gift Cards from £10 to £200 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Mum and You product offering
Product offeringCore offering
Mum and You designs, manufactures and sells eco-friendly, biodegradable, plastic-free baby care products including Premium Performance Nappies, Nappy Pants, multiple variants of biodegradable baby wipes, and a natural skincare range for babies. Products are sold through the brand's own e-commerce site with a subscription bundle offering of up to 30% savings, plus distribution via Amazon UK, Boots, Ocado and selected Tesco stores in the UK market.
Product overview
Mum and You is a UK-based eco-friendly baby and mother care products company that offers a unified portfolio of premium performance baby products primarily centered around nappies, wipes, and skincare. The core product line includes Premium Performance Nappies and Nappy Pants featuring Smart-Tube technology for up to 12-hour absorbency, alongside multiple wipe variants (Biodegradable Baby Wipes, Bamboo Wipes, and Onewipe XL wipes). The skincare range includes Face The Day Stick, Baby Hair & Body Wash, Face & Body Moisturiser, Bedtime Bubbles, and Organic Chamomile Baby Lotion. The company also offers subscription bundles (MY Flexi Bundle, Nappies and Wipes Bundle, Nappy Pants Bundle, Baby Wipes Bundle, Nappy Pants & Wipes Bundle) that provide up to 30% savings with flexible delivery schedules. Accessories include biodegradable nappy sacks and e-gift cards. All products emphasize sustainability through biodegradable materials, plastic-free formulations, and recyclable packaging, with the company founded in 2017 and designed by mums for mums.
Differentiator
Problem solved
Functional benefit
Products and services
- Premium Performance Nappies Super soft biodegradable nappies made with chlorine-free sustainable wood pulp, featuring Smart-Tube technology for even wetness distribution and up to 12-hour leak protection. Free from perfume, lotions and latex.
- Premium Performance Nappy Pants Tear-away side nappy pants for active babies and toilet training, featuring Smart Tube technology for up to 12-hour absorbency and soft-as-cotton material with latex-free elastics.
- Biodegradable Baby Wipes 100% biodegradable baby wipes with 99.4% water content, plastic-free and suitable for home composting. Made from sustainably sourced naturally derived viscose and certified compostable per European Standards EN13432.
- Bamboo Wipes 100% bamboo baby wipes that are super soft, biodegradable and plastic-free, with fibres stronger than steel. Bamboo is fast-growing and requires no pesticides.
- Onewipe Extra-large, extra-thick baby wipes that are 30% bigger than standard wipes, designed to handle messy situations with just one wipe. 100% biodegradable, plastic-free and made from plant-based naturally derived viscose.
- Face The Day Stick Natural oil-based balm in twist-up stick format to soothe and protect delicate baby skin from wind, dribble and drizzle. Contains sunflower oil, coconut oil, beeswax and shea butter. 99% naturally derived ingredients, dermatologically tested.
- Bedtime Bubbles Bubble bath product for baby bathtime. Currently marked as out of stock on the Mum and You site.
- Baby Hair & Body Wash Non-slip gentle foam specially formulated to be tear-free and suitable for sensitive and newborn skin.
- Face & Body Moisturiser Nourishing moisturiser with sunflower oil, beeswax and panethenol for daily use on delicate baby skin. Currently marked out of stock.
- Organic Chamomile Baby Lotion Organic baby lotion with chamomile for gentle moisturising of baby's skin.
- 100% Biodegradable Nappy Sacks Biodegradable nappy disposal sacks made from cornstarch with tie closure, 60 sacks per pack, 22x25cm. Not flushable.
- E-Gift Cards Digital gift cards available in denominations of £10, £20, £25, £50, £100 and £200, valid for 12 months from purchase.
- MY Flexi Bundle (Subscription) Flexible subscription bundle combining nappies, wipes and skincare products with up to 30% savings versus one-time purchase, with customisable delivery frequency.
- Nappies and Wipes Bundle (Subscription) Monthly subscription combining 4 packs of Premium Performance Nappies with biodegradable baby wipes (Onewipe, Bamboo or original), offering up to 30% savings and free delivery.
- Nappy Pants Bundle (Subscription) Subscription bundle of 4 packs of Premium Performance Nappy Pants with flexible delivery options every 3, 4, 5 or 6 weeks.
- Baby Wipes Bundle (Subscription) Bulk subscription of 20-24 packs of biodegradable baby wipes (Onewipe, Bamboo or original) offering up to 30% savings.
- Nappy Pants & Wipes Bundle (Subscription) Subscription combining 4 packs of Premium Performance Nappy Pants with biodegradable baby wipes with flexible delivery options every 3, 4, 5 or 6 weeks.
Quantifiable outcome
- Wipes biodegrade in 3 days vs apple core 7 days in simulated landfill conditions
- +3 more outcomes
Companies that use Mum and You
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Mum and You technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Mum and You partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- The Hygiene BankcoreFor every subscription box packed, Mum & You sends a pack of nappychat nappies to The Hygiene Bank. This charity provides essential hygiene products to families in need in the UK.
- Save the ChildrencoreMum & You donates money for every product bought to Save the Children, supporting their work with children worldwide.
- The Trussell TrustcoreMum & You donates money for every product bought to The Trussell Trust, which supports a network of food banks across the UK.
- Various refugee charitiesminorMum & You donates money to various refugee charities for every product purchased.
- Dr Jessica Horst (Word Lab, Sussex University)coreDr Jessica Horst, Director of the Word Lab at Sussex University, was consulted during the development of the NappyChat programme to ensure educational value for early childhood language development.
- Ferne McCanncoreFormer The Only Way is Essex star and mother hosts the 'Keeping The Little Things Little' podcast for Mum & You, sharing parenting experiences and promoting the brand to her following.
- TÜV AustriacoreCertification body that certified Mum & You wipes as OK compost Home, confirming biodegradability according to European Standards EN13432.
- PEFC (Programme for the Endorsement of Forest Certification)corePEFC certifies that Mum & You uses sustainable wood fibres from responsibly managed forests. Licence numbers: PEFC/16-33-1862 for wipes, PEFC/08-35-0048 for nappies.
- Amazon UKminorAmazon UK marketplace for online retail distribution of Mum & You products.
- BootsminorUK high street pharmacy retailer stocking Mum & You products.
- OcadominorUK online grocery retailer offering Mum & You products for home delivery.
- TescominorSelected Tesco stores stock Mum & You 100% biodegradable Eco-Friendly baby wipes.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Mum and You competitors and assessment
Company assessmentDirect peers
- Kit & Kin: UK-based eco-friendly baby care brand offering reusable and disposable nappies, wipes, and skincare with a sustainability-first positioning. Closest direct competitor to Mum and You in the UK premium eco-nappy category.
- WaterWipes: Premium baby wipes brand positioned around purity and sensitive skin, widely available in UK retailers and pharmacies. Directly comparable to Mum and You's biodegradable wipes line in target customer and premium pricing.
- Eco by Naty: Swedish eco-friendly nappy and wipe brand with plant-based materials and sustainability certifications. Competes head-to-head with Mum and You in the premium biodegradable nappies category.
- Bambo Nature: Danish eco-certified nappy brand with strong sustainability credentials and dermatologist approvals. Comparable to Mum and You's Premium Performance Nappies across eco claims, sensitive-skin positioning, and premium pricing.
- Jackson Reece: UK-based eco-friendly baby wipes brand with compostable and sensitive-skin positioning. Direct competitor to Mum and You's biodegradable baby wipes line in the UK market.
- The Honest Company: US-founded natural baby and household products brand with eco nappies, wipes, and skincare. Comparable to Mum and You across the eco-baby care portfolio and DTC-plus-retail go-to-market motion.
- Cheeky Wipes: UK-based reusable and eco-friendly baby wipes brand with strong sustainability positioning. Comparable to Mum and You in the UK eco-wipes category and parent-focused community marketing.
Broad incumbents
- Pampers Pure (Procter & Gamble): Procter & Gamble's premium/eco sub-line of Pampers nappies and wipes. Represents the incumbent response to the eco-nappy niche and the primary competitive threat on UK shelf space and marketing.
Emerging players
- Hello Bello: US-based eco-friendly baby care brand offering nappies, wipes, and skincare at premium value positioning. Comparable to Mum and You across product mix and DTC-plus-retail approach.
- Rascal + Friends: Premium newborn and baby care brand with nappies and wipes, focused on performance and dermatological claims. Comparable to Mum and You across premium positioning and direct-to-consumer-led growth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mum and You social profiles
Digital presenceMum and You financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mum and You leadership team
Management profileNumber of profiles
Profiles13 records
Mum and You funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mum and You M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mum and You
What does Mum and You do?
Mum and You designs, manufactures and sells eco-friendly, biodegradable, plastic-free baby care products including Premium Performance Nappies, Nappy Pants, multiple variants of biodegradable baby wipes, and a natural skincare range for babies. Products are sold through the brand's own e-commerce site with a subscription bundle offering of up to 30% savings, plus distribution via Amazon UK, Boots, Ocado and selected Tesco stores in the UK market.
Is Mum and You a public or private company?
Mum and You is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Mum and You founded?
Mum and You was founded in 2017. It employs 11 to 50 people.
Where is Mum and You based?
Mum and You is headquartered in London, United Kingdom, in the Europe region.
How does Mum and You make money?
Three revenue lines are on record. Product Sales (One-time Purchase) is the primary driver. The others are subscription Boxes and gift Cards.
Who are Mum and You's main competitors?
Direct peers on record are Kit & Kin, WaterWipes, Eco by Naty, Bambo Nature, Jackson Reece, The Honest Company and Cheeky Wipes. Pampers Pure (Procter & Gamble) is listed as a broad incumbent. Emerging players are Hello Bello and Rascal + Friends.
Does Mum and You have an API?
No public API is recorded for Mum and You.
What industry is Mum and You in?
Mum and You's product category is Baby Care Products. Its primary akta.pro industry code is CRAFADAI, Baby, Kids & Maternity Online Retailers, with a secondary code of CRABAJAC, Diapering & Wipes (Diaper Creams, Wipes). Its NAICS code is 4561.