DeSITI
DeSITI is a manufacturer and supplier of diaper rash cream for babies.
- Company typePrivate
- Founded2009
- HeadquartersMexico City, Mexico
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What DeSITI does
DESITIN is a US consumer packaged goods brand that manufactures and markets zinc oxide-based topical products for the prevention and treatment of infant diaper rash. The portfolio comprises three core SKUs spanning the severity spectrum: DESITIN Daily Defense Cream (13% zinc oxide) for everyday prevention and mild-to-moderate rash relief, DESITIN Maximum Strength Original Zinc Oxide Paste (40% zinc oxide, the highest concentration available without a prescription) for severe or stubborn rashes and overnight protection, and DESITIN Multipurpose Healing Ointment (71.3% petrolatum) for broader skin barrier use across infants, children, and adults. The products are positioned as the #1 pediatrician-recommended brand in the diaper rash category, supported by clinical and consumer evidence including a study showing 90% of babies experienced noticeable relief within 12 hours using the Maximum Strength Original Paste.
The brand is wholly owned by Kenvue Brands LLC, a subsidiary of Kenvue Inc. (NYSE: KVUE), which completed its spin-off from Johnson & Johnson in November 2023. Revenue is generated through one-time OTC purchases distributed via major US retail chains; no subscription, licensing, or direct-ship business model is in place. The go-to-market motion is consumer-facing brand marketing — a content hub covering rash identification, causes, prevention, and treatment, an email signup funnel, and an X (Twitter) social presence — layered on top of physical retail sell-through. Target customers are parents and caregivers of infants (newborn through toddler, 0–3 years) seeking prevention and treatment for diaper rash caused by prolonged wetness, friction, and exposure to irritants.
Operationally, DESITIN has no standalone P&L disclosure, no independent manufacturing footprint, and no separate management team in the source data; all operational, legal, and financial accountability sits with Kenvue Brands LLC at its Summit, New Jersey headquarters. Pricing is at OTC mass-market levels and is not publicly disclosed on the brand site. Geographic scope is effectively US-only, with the website explicitly addressed to US residents and international visitors redirected to other regional privacy notices.
DeSITI firmographics
Firmographics- Name
- DeSITI
- Legal name
- DeSITI
- Website
- https://www.desitin.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- DeSITI is a manufacturer and supplier of diaper rash cream for babies.
- Ownership category
- akta.pro rank
DeSITI industry classification
Industry- Product category
- Baby Skincare / Diaper Rash Treatment
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC)
- akta.pro secondary industries
- Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI)
Keywords
Where DeSITI is headquartered
LocationHeadquarters
- HQ city
- Mexico City
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
DeSITI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Consumer Diaper Rash Products: One-time purchase model for topical skincare products sold through retail distribution channels. Products are positioned at different price points based on zinc oxide concentration and formulation type to address different severity levels and use cases.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
DeSITI product offering
Product offeringCore offering
DeSITI (DESITIN) manufactures and sells over-the-counter topical diaper rash treatment and prevention products for infants and toddlers. The portfolio includes a 13% zinc oxide daily-use cream, a 40% zinc oxide maximum-strength paste for severe rashes, and a petrolatum-based multipurpose healing ointment. Products are sold through major U.S. retail chains and are positioned as the #1 pediatrician-recommended brand in the diaper rash category.
Product overview
Desitin is a brand of diaper rash treatment and prevention products owned by Kenvue Brands LLC. The product portfolio consists of three core offerings: DESITIN Daily Defense Cream (13% zinc oxide) for everyday prevention and mild-to-moderate rash relief; DESITIN Maximum Strength Original Zinc Oxide Paste (40% zinc oxide) for severe or stubborn rashes and overnight protection; and DESITIN Multipurpose Ointment (petrolatum-based) for multi-purpose skin barrier protection including diaper rash, minor cuts, scrapes, and burns. The brand is positioned as the #1 choice of pediatricians in the diaper rash category.
Differentiator
Problem solved
Functional benefit
Products and services
- DESITIN Daily Defense Cream A 13% zinc oxide diaper rash cream for everyday prevention and mild-to-moderate rash relief. The creamy formula glides on smoothly, forms a protective barrier, and wipes off easily. Formerly marketed as DESITIN Rapid Relief. Designed for parents and caregivers of infants for use at every diaper change.
- DESITIN Maximum Strength Original Zinc Oxide Paste A maximum-strength diaper rash treatment containing 40% zinc oxide (the highest percentage available without a prescription). Provides overnight relief with a thick, rich, hypoallergenic, pediatrician-tested formula that forms a protective barrier to heal and soothe diaper rash discomfort.
- DESITIN Multipurpose Healing Ointment A petrolatum-based (71.3% white petrolatum) multi-purpose ointment designed for infants, kids, and adults. Relieves irritated skin, prevents and treats diaper rash, soothes cracked/chafed skin, and protects minor cuts, scrapes, and burns. Free from parabens, phthalates, dyes, and fragrance.
Quantifiable outcome
- 90% of babies had noticeable relief within 12 hours using DESITIN Maximum Strength Original Paste
- +1 more outcomes
Companies that use DeSITI
Customer profileSegments1 record
Ideal customer profiles1 record
DeSITI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
DeSITI partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
DeSITI competitors and assessment
Company assessmentDirect peers
- Boudreaux's Butt Paste: Direct competitor in the OTC diaper rash treatment category, offering zinc oxide-based pastes and creams targeted at the same parent/caregiver segment with similar pediatrician-recommended positioning.
- Balmex: Direct OTC diaper rash cream competitor with zinc oxide-based barrier products sold through the same mass retail and drugstore channels as Desitin.
- Triple Paste: Premium-priced direct competitor in the diaper rash treatment niche, marketed for fast-acting relief and sold through retailers that overlap with Desitin's distribution.
Broad incumbents
- Aquaphor Baby: Beiersdorf-owned broad incumbent in baby skin protection; overlaps with Desitin's Multipurpose Healing Ointment use cases and competes for the same parent wallet.
- Johnson's Baby: Sister brand under Kenvue's portfolio and broad incumbent in baby skincare; competes for the same retail shelf set and parent demographic across washes, lotions, and creams.
- Aveeno Baby: Kenvue-owned broad incumbent in baby eczema and sensitive skin care; overlaps with Desitin's clean-label, dermatologist-tested positioning in mass retail.
- Cetaphil Baby: Galderma-owned broad incumbent in baby skincare; competes in the sensitive-skin and pediatrician-recommended positioning adjacent to Desitin.
Emerging players
- Honest Company Baby: Clean/natural-positioned DTC-native brand in baby skincare; competes with Desitin on ingredient transparency and digitally-savvy millennial parents.
- Burt's Bees Baby: Natural-positioned baby care brand competing in the same mass retail channels with clean-label credentials relevant to Desitin's hypoallergenic positioning.
- Weleda Baby: Natural/organic baby skincare brand focused on calendula-based formulations; competes in the same premium clean-label segment of the parent market Desitin targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
DeSITI social profiles
Digital presenceDeSITI financial estimates
Financial estimateRevenue estimate
Valuation estimate
DeSITI leadership team
Management profileNumber of profiles
DeSITI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DeSITI 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 DeSITI
What does DeSITI do?
DeSITI (DESITIN) manufactures and sells over-the-counter topical diaper rash treatment and prevention products for infants and toddlers. The portfolio includes a 13% zinc oxide daily-use cream, a 40% zinc oxide maximum-strength paste for severe rashes, and a petrolatum-based multipurpose healing ointment. Products are sold through major U.S. retail chains and are positioned as the #1 pediatrician-recommended brand in the diaper rash category.
Is DeSITI a public or private company?
DeSITI is a private company. It is classified as corporate owned and is currently operating.
When was DeSITI founded?
DeSITI was founded in 2009. It employs 1 to 10 people.
Where is DeSITI based?
DeSITI is headquartered in Mexico City, Mexico, in the Latin America region.
How does DeSITI make money?
One revenue line is on record: consumer Diaper Rash Products.
Who are DeSITI's main competitors?
Direct peers on record are Boudreaux's Butt Paste, Balmex and Triple Paste. Broad incumbents are Aquaphor Baby, Johnson's Baby, Aveeno Baby and Cetaphil Baby. Emerging players are Honest Company Baby, Burt's Bees Baby and Weleda Baby.
Does DeSITI have an API?
No public API is recorded for DeSITI.
What industry is DeSITI in?
DeSITI's product category is Baby Skincare / Diaper Rash Treatment. Its primary akta.pro industry code is CRABAJAC, Diapering & Wipes (Diaper Creams, Wipes), with a secondary code of CRABAJAB, Baby Skincare (Lotions, Creams, Oils). Its NAICS code is 3256 and its SIC code is 2844.