Naty

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.

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

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

• Plant-based diapers
• Baby hygiene products
• Feminine care products
• Compostable wipes
• Training pants

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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].
4. Affiliate Commission Revenue: Affiliate marketing program where publishers earn commission on referred sales, using CJ Affiliate platform for tracking and payouts.

Pricing tiers

Go-to-market motion3 records

Distribution channels14 records

Marketing channels6 records

Core 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

Named customers19 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Instagraminstagram.com/naty
• Facebookfacebook.com/Naty
• LinkedInlinkedin.com/company/naty-ab

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Naty