Pom Pom

What Pom Pom does

Pom Pom is a Brazilian baby care brand founded in 1970 and operated as a subsidiary of Softys Falcon (legal entity Falcon Distribuição, Armazenamento e Transportes S.A., CNPJ 23.191.831/0001-93), a diversified hygiene and personal care conglomerate. The brand produces and sells disposable diapers across six distinct product lines (Protek Proteção de Mãe, Colo de Mãe Premium, Amor de Mãe for newborns, Clássica, Grandinhos for older toddlers, and Shortinho training pants) alongside a complementary baby hygiene portfolio including wet wipes, bar and foam soaps, shampoo, conditioner, diaper rash cream, baby powder, cologne, and detangling spray. Technical differentiation centers on physical product engineering rather than software — proprietary features include Derma Protek elastic ear design, a superabsorbent channel that distributes liquid faster and prevents sagging, an umbilical cutout for newborns, and dermatologically tested formulations incorporating chamomile extract, almond oil, and shea butter, with claimed absorption performance of up to 12 hours for standard lines and up to 14 hours for the premium Colo de Mãe line.

The business operates a B2C consumer goods model, monetizing through unit sales of physical products via two primary channels: broad retail distribution across Brazilian supermarkets, pharmacies, and baby specialty stores (with an "Onde Encontrar" locator on the website), and a direct-to-consumer e-commerce storefront at pompom.com.br. Pricing is not publicly disclosed and varies by SKU size and pack quantity across sizes P through XXG. The company targets two primary personas — parents of infants aged 0-3 years (core) and expectant mothers (secondary) — and supports both with an extensive content and community ecosystem including Blog da Mamãe (parenting blog), Guia do Bebê (week-by-week developmental guide), Calculadora Gestacional (pregnancy calculator), Chá de Bebê Online (baby shower planning tool), Guia Pele a Pele (skin-to-skin guide), and active social media presence on Instagram, Facebook, and YouTube. Marketing is concentrated on organic content, social engagement, and community-building rather than paid acquisition. Headcount is reported at 11-50, reflecting the lean brand-and-marketing organization within the larger Softys Falcon structure that handles manufacturing, logistics, and distribution. No funding rounds, acquisitions, leadership changes, or regulatory actions are disclosed.

Name

Pom Pom

Legal name

Falcon Distribuição, Armazenamento e Transportes S.A.

Website

https://pompom.com.br

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

101–250 employees

Short description

Pom Pom is a Brazilian baby care brand founded in 1970 and owned by Softys Falcon, producing diapers, wipes, soaps, and skincare products for infants and toddlers, sold through national retail and DTC e-commerce to Brazilian parents and expectant mothers.

Ownership category

akta.pro rank

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Baby Care Consumer Products: Pom Pom generates revenue through the sale of physical consumer products including disposable diapers (Fraldas) in multiple product lines (Protek, Clássica, Grandinhos, Colo de Mãe, Amor de Mãe), baby wipes (Toalhas Umedecidas), bath products (sabonete, shampoo, conditioner), and skincare items (diaper rash cream, talc, cologne). Products are sold in various sizes and package quantities through retail distribution and direct-to-consumer channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Pom Pom produces and sells a comprehensive portfolio of baby care consumer products in Brazil, including disposable diapers across multiple lines (Protek Proteção de Mãe, Colo de Mãe Premium, Amor de Mãe for newborns, Clássica, Grandinhos, Shortinho training pants), baby wipes, bath products (bar soaps, shampoo, conditioner, foam wash), and skincare items (diaper rash cream, powder, cologne, detangling spray). The brand also operates an online baby shower planning tool and produces parenting educational content.

Product overview

Pom Pom is a Brazilian baby care brand with over 50 years of market experience, owned by Softys Falcon. The company offers a comprehensive portfolio of baby care products organized into two main categories: Fraldas (Diapers) including Protek Proteção de Mãe (premium with elastic ears and superabsorbent channels), Colo de Mãe Premium (ultra-soft with 14-hour protection), Amor de Mãe (for newborns with umbilical cutout), Clássica (affordable standard line), Grandinhos (for toddlers), and Shortinho (training pants); and baby care essentials including Creme para Prevenção de Assaduras (diaper rash cream), Talco (powder), Toalhas Umedecidas (wet wipes), Sabonete Barras (bar soaps in 5 variants), Shampoo, Condicionador, Sabonete Espuma (foam soap), Água de Colônia (cologne), and Spray Desembaraçante (detangling spray). The company also provides an online baby shower planning service. The product portfolio covers the full baby care journey from newborn through toddlerhood, with a focus on skin protection, comfort, and hygiene.

Differentiator

Problem solved

Functional benefit

Brands

• Colo de Mãe: Premium diaper line marketed as the softest and most comfortable option, designed to be like a mother's embrace, with up to 14 hours of absorption.
• Proteção de Mãe (Protek)
• Clássica
• Amor de Mãe
• Shortinho
• Creme de Prevenção à Assaduras

Products and services

• Pom Pom Protek Proteção de Mãe (Premium Diaper) Premium diaper line featuring elastic ears for enhanced comfort and fit around the waist, superabsorbent channel for faster urine distribution preventing sagging, and up to 12 hours of absorption protection. Designed for day and night use. Available in sizes P through XXG.
• Pom Pom Colo de Mãe Premium (Premium Diaper) Premium diaper designed to be as soft and comfortable as a mother's embrace, featuring superabsorbent layer, breathable soft outer cover, and elastic tabs. Provides up to 14 hours of dryness protection. Available in sizes P through SXG.
• Pom Pom Amor de Mãe (Newborn Diaper)

Quantifiable outcome

• Up to 12 hours of continuous absorption
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pampers (Procter & Gamble): Global diaper category leader; competes directly with Pom Pom across Protek, Colo de Mãe, and Clássica lines throughout Brazil's mass and drug retail channels.
• MamyPoko (Unicharm): Japanese diaper brand with strong share in Brazilian supermarkets; overlaps with Pom Pom across newborn, daytime, and overnight diaper segments.
• Babysec: Brazilian value-tier diaper brand; competes with Pom Pom Clássica for price-sensitive consumers in mass retail across Brazil.
• Huggies (Kimberly-Clark): Main direct competitor in Brazilian disposable diapers; competes on premium tier, channel placement, and innovation cadence similar to Pom Pom's product roadmap.

Broad incumbents

• Johnson's Baby (Johnson & Johnson): Global baby toiletries leader; competes with Pom Pom's Hora do Banho, Pós Banho, and Hora da Troca product lines (shampoo, soap, cologne, creams).
• Natura Baby: Brazilian personal care giant with a baby line; overlaps with Pom Pom in baby bath, cologne, and skincare, leveraging Natura's direct-selling channel reach.
• Mustela: Premium European baby skincare brand; competes with Pom Pom's dermatologically tested creams and wipes in higher-income Brazilian pharmacy and specialty channels.

Others

• Cremer: Brazilian personal care and hygiene manufacturer supplying wipes, cotton, and adjacent baby hygiene items to retail and B2B channels relevant to Pom Pom's supply ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCWnhf2_3xJDKFk1vRnG6ApQ
• Facebookfacebook.com/Pompomfraldas
• Instagraminstagram.com/pompomfraldas
• LinkedInlinkedin.com/company/pom-pom-prod.-hig.-ltda

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Pom Pom