Naty
Naty AB is a Stockholm-based, founder-led consumer goods company founded in 1994 that makes certified plant-based, skin-safe diapers, training pants, wipes, and feminine care products sold through DTC e-commerce, subscriptions, and major retailers in 30+ countries.
- Company typePrivate
- Founded1994
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Naty does
Naty AB is a Stockholm-based, privately held consumer goods company founded in 1994 by Marlene Sandberg, specializing in certified plant-based and skin-safe hygiene products for two primary customer segments: parents of babies and toddlers (0-3 years) and women for feminine and personal care. The product portfolio centers on three diaper and training-pants lines — BioEmbrace (next-generation diapers using 100% sugarcane-based bioPE on all skin-contact surfaces, verified by DinCertco), Bamboo Viscose (FSC-certified bamboo topsheet), and FreeMovers (original pull-on training pants) — alongside a wipes family (compostable, flushable, aloe vera), baby toiletries, and a femcare range of organic-cotton tampons, pads, liners, maternity, nursing and incontinence pads.
The core technology is materials science rather than software: sugarcane-derived bioPE, FSC-certified cellulose and bamboo viscose, and organic cotton, validated through a stack of third-party certifications (OEKO-TEX Standard 100, DinCertco, Dermatest, GOTS, FSC, TÜV Austria OK Compost Home and OK Biodegradable Water, COSMOS Natural, Seedling/EN 13432, Vegan) and B Corp status. Naty monetizes through a multi-channel GTM: owned country-specific e-commerce storefronts with subscription (10% discount, free shipping over $49), major third-party online marketplaces (Amazon, Walmart, Target, Walgreens, iHerb, Kroger), physical retail in 30+ countries (Sainsbury's, Boots, Waitrose, Whole Foods, Ocado, ICA, E-mart, Lotte Mart, Sobey's), wholesale/distributor networks outside Europe/US/Canada, and a CJ Affiliate publisher program. Pricing is positioned at a premium to mass-market disposables (e.g., BioEmbrace Size 1 at ~$0.50/diaper on subscription).
Naty AB (Swedish reg. no. 556487-2223) operates as a bootstrapped, founder-led company with no disclosed institutional funding, VC backing, or M&A activity, headquartered at Swedenborgsgatan 20A, Stockholm. The company is led by founder Marlene Sandberg and is in an active reinvestment phase, marked by the 2025 simplification of the brand from "Eco by Naty" to "Naty" and a cluster of product launches (BioEmbrace, Bamboo range, period care upgrade, XXL wipes) backed by 30+ industry awards in the past three years.
Naty firmographics
Firmographics- Name
- Naty
- Legal name
- Naty AB
- Website
- https://naty.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Naty AB is a Stockholm-based, founder-led consumer goods company founded in 1994 that makes certified plant-based, skin-safe diapers, training pants, wipes, and feminine care products sold through DTC e-commerce, subscriptions, and major retailers in 30+ countries.
- Ownership category
- akta.pro rank
Naty industry classification
Industry- Product category
- Plant-Based Baby Hygiene Products
- NAICS
- Sanitary Paper Product Manufacturing (322291)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Baby Diapers & Training Pants (CRADALAE)
- akta.pro secondary industries
- Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE), Baby Bath & Cleansing (CRABAJAA)
Keywords
Where Naty is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Naty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Direct E-commerce Sales: Naty sells directly to consumers through its owned e-commerce storefront (naty.com) across multiple country-specific domains including US, UK, Sweden, with subscription options offering 10% discounts and free shipping for orders over $49 in the US.
- Third-Party Online Retail: Products sold through major online marketplaces including Amazon, Walmart, Target, Walgreens, iHerb, EarthHero, Vitacost, Kroger, Staples, Greenline, and Do Good Diapers.
- Wholesale and Retail Distribution: Products distributed through physical retail stores globally including Sainsbury's, Waitrose, Boots, Whole Foods, Ocado in UK; ICA, Apotea in Sweden; Fortino's, Nature's Fare in Canada; E-mart and Lotte Mart in South Korea, with wholesale partnerships managed through [email protected].
- Affiliate Commission Revenue: Affiliate marketing program where publishers earn commission on referred sales, using CJ Affiliate platform for tracking and payouts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | BioEmbrace Diaper Subscription - 100 diapers, size 1 |
| Subscription | Annual | Bamboo Viscose Diaper Subscription |
| Unit Pricing | Pay-as-you-go | Bamboo Viscose Diapers - one-time purchase |
| Subscription | Annual | FreeMovers Diaper Pants Subscription - Size 5 |
| Subscription | Annual | Original Diaper Subscription - Size 1 |
| Unit Pricing | Pay-as-you-go | Compostable Wipes - one-time purchase |
| Subscription | Annual | FreeMovers Diaper Pants Subscription - Size 4 (SE market) |
Go-to-market motion3 records
Distribution channels14 records
Marketing channels6 records
Naty product offering
Product offeringCore offering
Naty manufactures and sells certified plant-based and skin-safe baby diapers, training pants, wipes, and feminine hygiene products made from sugarcane-based bioPE, bamboo viscose, FSC-certified cellulose, and GOTS-certified organic cotton. The product range spans three diaper lines (BioEmbrace, Bamboo Viscose, FreeMovers/Original), supporting baby care items (compostable wipes, flushable wipes, bath products, disposal bags), and a full feminine care portfolio (sanitary pads, liners, tampons, nursing, maternity, and incontinence pads). Products are sold via direct e-commerce with subscription, through major third-party online retailers, and via physical retail chains across 30+ countries.
Product overview
Naty is a Swedish company founded in 1994 that offers a portfolio of certified plant-based and skin-safe hygiene care products for babies and women. The baby care range consists of three main diaper and training pants lines: (1) BioEmbrace — the premium next-generation diaper with 100% plant-based bioPE from sugarcane on all skin-contact surfaces; (2) Bamboo Viscose Diapers and Training Pants — featuring bamboo-enhanced materials for silky softness; and (3) FreeMovers (original) Diaper Pants — pull-on training pants for active toddlers. Supporting baby care are Compostable Wipes, Flushable Wipes, Aloe Vera Wipes, Baby Bath Foam, Baby Body Wash, and Disposal Bags. The women's care range includes Sanitary Pads, Sanitary Liners, Tampons (Mini/Regular/Super), Maternity Pads, Nursing Pads, and Incontinence Pads — all made with organic cotton or plant-based materials and certified skin-safe. All product lines are available via direct subscription (with 10% discount and free shipping) or one-time purchase. The company rebranded from 'Eco by Naty' to simply 'Naty' in 2025.
Differentiator
Problem solved
Functional benefit
Brands
- BioEmbrace: Next-generation diaper range featuring certified 100% plant-based materials on skin, upgraded absorbency, stronger closing tabs, wetness indicator, and Scandinavian design. Previously Eco by Naty Original.
- Naty Period Care
- FreeMovers
- Bamboo Diapers & Pants
Products and services
- BioEmrace Diapers Premium next-generation diaper line made with certified 100% plant-based polyethylene (bioPE) from sugarcane on all skin-contact surfaces including top sheet, back sheet, leg cuffs, and ears. Features up to 20% increased absorbency, stronger closing tabs, wetness indicator, and Scandinavian design with 100% recyclable packaging. Available in sizes 1-6 with umbilical cord cut-out in Size 1. Verified by DinCertco and OEKO-TEX Standard 100.
- Bamboo Viscose Diapers Diaper line featuring silky soft 100% bamboo back sheet and bamboo-enhanced top sheet for optimal dry comfort and better moisture transfer. OEKO-TEX Standard 100 certified, FSC-certified bamboo and pulp, dermatologically tested and rated 'Excellent' by Dermatest for sensitive skin.
- Bamboo Viscose Training Pants Training pants with silky soft 100% bamboo viscose back sheet and bamboo-enhanced liner for dry comfort. Features breathable multi-layer construction, wetness indicator, and elastic fit. Available in training pant sizes 3-7 and diaper sizes 1-7.
- Compostable Wipes Wet wipes made from 100% plant-based, plastic-free materials certified compostable under both home and industrial standards. Formulated with 98.4% ultra-pure water, dermatologically tested on sensitive skin, and COSMOS Natural certified by Ecocert.
- Aloe Vera Wipes Wet wipes infused with aloe vera, dermatologically tested and free from harmful chemicals, plastic-free and fragrance-free.
- Flushable Wipes Flushable wipes made from 100% cellulose fibers (no hidden plastic), certified OK Biodegradable Water by TÜV Austria and tested to INDA/EDANA GD4 flushability standard. Dermatologically and hypoallergenically tested (HRIPT), Vegan, FSC certified.
- Baby Bath Foam Baby bath product with COSMOS Natural-certified ingredients, part of Naty's eco baby toiletries line.
- Baby Body Wash Baby body wash with COSMOS Natural-certified natural origin ingredients, part of Naty's eco baby toiletries line.
- Compostable Disposal Bags Compostable disposal bags for hygienic product disposal, OK Compost Home and Industrial certified.
- Sanitary Pads Sanitary pads with 100% certified organic cotton topsheet, FSC-certified core, compostable backsheet and wrap, and vegan formulation. Features improved absorbency with new channels and liquid-repellent wings on Super and Night sizes. OEKO-TEX Standard 100 and Dermatest 'Excellent' certified.
- Sanitary Liners Thin sanitary liners with organic cotton top sheet, compostable backsheet and wrap, featuring softer feel and increased flexibility. OEKO-TEX Standard 100 and Dermatest certified.
- Tampons (Mini, Regular, Super) Tampons made with 100% GOTS-certified organic cotton, fully plastic-free including individual wrap, featuring cotton lock technology to reduce fiber shredding. GOTS and OEKO-TEX Standard 100 certified.
- Nursing Pads Individually wrapped nursing pads made with certified natural and compostable plant-based materials. Soft, super-absorbent, and discrete, with TÜV Austria certification.
- Maternity Pads Maternity pads that absorb more than 10x their weight, offering secure leak protection with certified natural materials against the skin and compostable film for the leakage barrier.
- Incontinence Pads Incontinence pads that absorb more than 10x their weight to provide long-lasting dryness and secure leak protection.
Quantifiable outcome
- Up to 20% increased absorbency in BioEmbrace diapers compared to previous generation
- +4 more outcomes
Companies that use Naty
Customer profileNamed customers19 records
Segments2 records
Ideal customer profiles2 records
Naty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Naty partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Naty competitors and assessment
Company assessmentDirect peers
- The Honest Company: Honest is a US-based eco-focused CPG brand with diapers, wipes, and personal care products targeting the same eco-conscious parent segment as Naty. Both compete on plant-based, chemical-free positioning and are stocked at mass-market and natural retailers including Target and Amazon.
- Seventh Generation: Seventh Generation is a long-established plant-based baby and household care brand sold through mass-market and natural retail channels, including Whole Foods and Target. It is one of the most direct plant-based hygiene peers to Naty in both product range (diapers, wipes) and retail footprint.
- Hello Bello: Hello Bello is a US plant-based baby care brand offering diapers, wipes, and personal care at a premium-but-accessible price point via DTC and major retailers including Walmart and Target. It directly competes with Naty in the eco-conscious mass-market baby care segment.
- Bambo Nature: Bambo Nature is a Danish eco-diaper brand owned by Abena, offering plant-based, FSC-certified diapers and wipes with strong European distribution. It is the closest geographic and product peer to Naty, both being European-based premium eco-diaper brands.
- Babyganics: Babyganics is a US eco-focused baby care brand offering plant-based diapers, wipes, and bath products at mass-market retailers including Target and Amazon. It overlaps with Naty's baby care and wipes categories and competes for the same eco-conscious parent.
- Organyc: Organyc is a brand offering GOTS-certified organic cotton feminine hygiene products including pads, liners, and tampons, mirroring Naty's organic cotton feminine care line. It is a direct peer in the organic, plastic-free period care category and competes with Naty in both retail and DTC channels.
Broad incumbents
- Pampers Pure: Pampers Pure is Procter & Gamble's plant-based diaper sub-line offering chlorine-free, plant-based diapers and wipes. As a P&G brand, it competes at Naty's premium price point but with the scale, marketing budget, and shelf-share advantages of the largest diaper manufacturer in the world.
- Huggies Special Delivery: Huggies Special Delivery is Kimberly-Clark's plant-based premium diaper line with plant-based materials and zero chlorine. It targets the same eco-conscious premium consumer as Naty but leverages K-C's global retail relationships and manufacturing scale.
Emerging players
- Dyper: Dyper is a US-based subscription-focused plant-based diaper brand using bamboo and plant-based materials with a strong DTC and home-composting service. It is a smaller, US-focused emerging player that targets the same eco-conscious parent segment as Naty with a subscription model.
- Andy Pandy: Andy Pandy is a smaller US eco-diaper brand offering bamboo and plant-based disposable diapers, wipes, and training pants. It is a niche direct competitor to Naty in the bamboo-based premium diaper segment but with significantly smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Naty social profiles
Digital presenceNaty compliance and trust
Trust signalCompliance10 records
Naty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naty leadership team
Management profileNumber of profiles
Profiles1 record
Naty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naty 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 Naty
What does Naty do?
Naty manufactures and sells certified plant-based and skin-safe baby diapers, training pants, wipes, and feminine hygiene products made from sugarcane-based bioPE, bamboo viscose, FSC-certified cellulose, and GOTS-certified organic cotton. The product range spans three diaper lines (BioEmbrace, Bamboo Viscose, FreeMovers/Original), supporting baby care items (compostable wipes, flushable wipes, bath products, disposal bags), and a full feminine care portfolio (sanitary pads, liners, tampons, nursing, maternity, and incontinence pads). Products are sold via direct e-commerce with subscription, through major third-party online retailers, and via physical retail chains across 30+ countries.
Is Naty a public or private company?
Naty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Naty founded?
Naty was founded in 1994. It employs 11 to 50 people.
Where is Naty based?
Naty is headquartered in Stockholm, Sweden, in the Europe region.
How does Naty make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are third-Party Online Retail, wholesale and Retail Distribution and affiliate Commission Revenue.
Who are Naty's main competitors?
Direct peers on record are The Honest Company, Seventh Generation, Hello Bello, Bambo Nature, Babyganics and Organyc. Broad incumbents are Pampers Pure and Huggies Special Delivery. Emerging players are Dyper and Andy Pandy.
Does Naty have an API?
No public API is recorded for Naty.
What industry is Naty in?
Naty's product category is Plant-Based Baby Hygiene Products. Its primary akta.pro industry code is CRADALAE, Baby Diapers & Training Pants, with a secondary code of CRABAJAC, Diapering & Wipes (Diaper Creams, Wipes). Its NAICS code is 322291 and its SIC code is 2840.