DeSITI

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.

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

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

• Diaper rash cream
• Baby skincare products
• Zinc oxide ointment
• Pediatrician-recommended rash treatment
• OTC baby care

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. 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

Core 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

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct 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

• Xx.com/desitin
• Facebookfacebook.com/desitin
• LinkedInlinkedin.com/company/desiti

Revenue estimate

Valuation estimate

Number of profiles

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 DeSITI