Applecheeks

What Applecheeks does

Applecheeks is a French-anchored, originally Canadian-born brand specializing in washable cloth diapers and swim diapers, owned and operated by Maman Natur'elle (SARL registered in Montpellier, RCS 493 525 869) since its 2022 acquisition from Canadian founders Ilana Grostern and Amy Appleton Venu. The company's flagship offering is the TE2 (Tout en 2) modular cloth diaper system — a waterproof PUL outer shell paired with separate absorbent inserts that can be placed either on top of the diaper (economical mode) or slipped inside a built-in pocket (practical mode). The one-size-fits-most snap system covers 2.8–16kg, and absorbent inserts/boosters combine 70% bamboo viscose with 30% OCS-certified organic cotton, claiming twice the absorption of cotton alone with antimicrobial properties. All materials carry Oeko-Tex Standard 100 Class 1 certification, and production was relocated to French sewing workshops in Paris and Northern France in 2023.

The product portfolio spans eight primary SKUs: TE2 diaper shells, double and triple thickness inserts, swim diapers with dual mesh layers for pool hygiene, reusable waterproof bags, snack pouches, biodegradable protection papers, and tiered starter bundles (Mini Test €59.33, Découverte €167.40, Complet €713.61). Pricing is unit-based with 5–15% bulk savings, free shipping thresholds (€59 Point Relais, €99 Colissimo) within France, 5% loyalty discount for families with 3+ children or twins, and worldwide delivery via DHL. The business is purely direct-to-consumer through applecheeks.fr, supported by content marketing (FAQ, videos, care guides), email newsletters via Sarbacane, organic social media on Facebook and Instagram, and earned media (French TV show La Maison des Maternelles).

The company employs 11–50 people, operates from its headquarters and warehouse at Saint-André-de-Sangonis (28 rue du Moulin à Huile, Ecoparc la Garrigue, 34725), and is co-led by Aude De Abreu (co-founder, publication lead) and Mickaël De Abreu (Gérant, data protection officer). No funding rounds have been disclosed, no revenue is publicly reported, and the company has subsidiaries, no patents or trademarks listed, and no disclosed awards — though it maintains CSR partnerships with Fondation David Suzuki, Société canadienne du syndrome de Down, Jake's Diapers, and a Senegalese orphanage. A 2026 swimwear collection refresh is the next announced product milestone.

Name

Applecheeks

Legal name

MAMAN NATUR'ELLE

Website

https://applecheeks.fr

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Applecheeks designs and manufactures reusable cloth diapers and evolutive swim diapers under the TE2 modular system, producing in France since 2023. The brand sells directly to parents of babies and toddlers (0–3 years) worldwide through its DTC e-commerce platform, offering bundles, inserts, and accessories with Oeko-Tex and OCS certifications.

Ownership category

akta.pro rank

Product category

Reusable Baby Care Products

NAICS

Textile Bag and Canvas Mills (314910), Plastics Bag and Pouch Manufacturing (326111)

akta.pro primary industry

Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Reusable cloth diapers
• Baby swim diapers
• Absorbent diaper inserts
• Cloth diaper accessories
• Baby care products

Headquarters

HQ city

Saint-andré-de-sangonis

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct-to-consumer sales of reusable cloth diapers, swim diapers, absorbent inserts, boosters, waterproof bags, and starter packs through e-commerce. Products sold as one-time purchases with no consumables model. Starter packs offer ~5-15% savings compared to individual items.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Applecheeks designs, manufactures, and sells reusable cloth diapers, swim diapers, and baby care accessories under its TE2 (Tout en 2) modular system. Core products are one-size (2.8–16 kg) waterproof PUL diaper shells, modular bamboo viscose/organic cotton absorbent inserts and boosters, washable swim diapers with dual-layer mesh containment, and waterproof storage/snack bags. Items are sold individually or as starter bundles (Mini Test, Découverte, Complet) through direct-to-consumer e-commerce at applecheeks.fr with worldwide shipping.

Product overview

Applecheeks is a French manufacturer of sustainable baby care products, specializing in washable cloth diapers and swim diapers. The product portfolio centers on the TE2 (Tout en 2 / All-in-2) cloth diaper system, which consists of a waterproof PUL outer shell with a separate snap-in absorbent insert. Core offerings include the TE2 diaper shells, bamboo/organic cotton absorbent inserts and boosters, reusable waterproof storage and snack bags, and themed swim diapers. Products are available as individual items or in starter bundles (Mini Test, Découverte, and Complet). The company also sells disposable cellulose protection sheets. All products are manufactured in France using Oeko-Tex certified materials. The brand operates as an e-commerce platform with direct shipping worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Couche lavable TE2 (Tout en 2) – One-Size Cloth Diaper Shell Washable reusable cloth diaper shell with a waterproof PUL outer envelope and microfleece inner lining. Adjustable one-size design (2.8–16 kg) using snap buttons; absorbent insert is sold separately and can be placed on top or inside a pocket. Priced at €32.00 per unit.
• Inserts Absorbants (Double and Triple Thickness) Modular absorbent inserts made of 70% bamboo viscose and 30% organic cotton (OCS certified). Double-thickness inserts (40x30 cm) for daytime use; triple-thickness inserts for nighttime or heavy wetting. Bamboo viscose absorbs up to twice as much liquid as cotton alone and has antimicrobial properties.
• Maillot de bain lavable évolutif (Washable Evolutive Swim Diaper) One-size washable swim diaper with built-in diaper protection, using two layers of 100% polyester mesh that allow water to pass through while containing solid waste. Adjustable via snap buttons from birth to 3 years (up to ~16 kg). Chlorine and salt resistant with quick-dry properties. Priced at €29.90 per unit.
• Boosters Absorbants (Double Thickness) Absorbent boosters (11.5x29 cm) made of 70% bamboo viscose and 30% organic cotton (OCS certified). Placed on top of inserts inside the diaper to increase absorption capacity. Sold as a pack of 6 for €25.50 (25% off from €34.00).
• Sac imperméable réutilisable Taille L (Reusable Waterproof Bag Size L) Reusable waterproof PUL storage bag (40x28 cm) for storing dirty diapers between washes, or carrying pool items, toys, or baby essentials. Holds 4–5 diaper changes and is odor-resistant. Priced at €19.90.
• Pochette à snack imperméable réutilisable (Reusable Waterproof Snack Pouch) Small reusable waterproof snack pouch (17x18 cm) with zipper closure, made from Oeko-Tex certified PUL material. Versatile for snacks, cosmetics, or small items.
• Papier de protection jetable (Disposable Protection Sheets) Disposable biodegradable cellulose protection sheets (16.5x28 cm, pack of 100). Placed inside the diaper for easy solid waste disposal; can be washed 1–2 times if only urine-soaked before disposal.
• PACK MINI TEST (Starter Test Bundle) Entry-level starter bundle containing 1 TE2 diaper shell, 2 double-thickness inserts, 1 snack pouch, and 1 pack of protection papers. Designed for first-time users to try the TE2 system. Priced at €59.33 (15% off from €69.80).
• PACK DÉCOUVERTE (Discovery Bundle) Discovery bundle containing 3 TE2 diaper shells, 4 double-thickness inserts, 1 triple insert, 1 booster, 1 storage bag, and 1 pack of protection paper. Priced at €167.40 (10% off from €186.00).
• PACK COMPLET (Complete Starter Bundle) Complete starter bundle containing 16 TE2 diaper shells, 14 double-thickness inserts, 4 triple-thickness inserts, 6 boosters, 1 Minizip waterproof bag, and detailed instructions. Designed for full-time cloth diapering. Priced at €713.61 (10% off from €792.90).

Quantifiable outcome

• Each reusable diaper can be used and reused hundreds of times, eliminating approximately 4000+ disposable diapers per child

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• Fondation David SuzukiminorOthers · 1 January 2012Environmental partnership with Canadian foundation focused on environmental conservation and sustainable practices. Partnership established over 12 years of Applecheeks operations.
• Société canadienne du syndrome de DownminorOthers · 1 January 2012Non-profit organization partnership supporting families of children with Down syndrome. Applecheeks represents diverse people in advertising including those with different abilities.
• Jake's DiapersminorOthers · 1 January 2012Family support organization providing assistance to families in need. Part of Applecheeks social commitment to supporting families.
• Pouponnière de M'Bour au SénégalminorOthers · 1 January 2012Temporary shelter for toddlers without their mothers in M'Bour, Senegal. Applecheeks supports this orphanage through donations and partnerships.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pampers (Procter & Gamble): Pampers is the global market-leading disposable diaper brand, with Pampers Pure as its eco-friendly sub-line. While not a direct cloth diaper competitor, it competes for the same parent customers and has the marketing scale that pressures the entire reusable category.
• Eco by Naty: Eco by Naty is a Swedish eco-friendly baby products brand offering plant-based disposable diapers alongside other baby care items. Competes with Applecheeks for the eco-conscious parent segment but operates in the disposable category with broader product breadth and wider retail distribution.

Regional players

• Tots Bots: Tots Bots is a UK-based reusable cloth diaper brand offering bamboo and natural fiber systems. Comparable product category but primarily serves the UK/European market rather than France, making it a regional rather than direct head-to-head competitor to Applecheeks.
• Bambino Mio: Bambino Mio is a UK reusable cloth diaper brand with strong European retail distribution and a focus on reusable swim diapers and starter kits. Comparable to Applecheeks on product and customer base but with a UK-centric geographic footprint.

Direct peers

• GroVia: GroVia produces hybrid cloth diapers with snap-in soaker pads, swim diapers, and reusable training pants. Its modular hybrid system is technologically analogous to Applecheeks' TE2, serving the same premium eco-conscious parent segment.
• Thirsties: Thirsties manufactures reusable cloth diapers, swim diapers, and absorbent inserts with a focus on natural fibers and one-size adjustable designs. Competes with Applecheeks on product functionality, materials (natural fibers), and the premium reusable diaper niche.
• BumGenius (Cotton Babies): Cotton Babies manufactures BumGenius, one of the most established reusable cloth diaper brands in North America, with pocket-style designs and a wide accessory ecosystem. Comparable to Applecheeks on core product, customer base (eco-conscious parents), and one-size-fits-most positioning.
• Charlie Banana: Charlie Banana is a reusable cloth diaper brand offering one-size adjustable systems, swim diapers, and accessories. Directly competes with Applecheeks in the eco-conscious reusable diaper category with similar modular insert designs and international DTC distribution.
• Motherease: Motherease is a Canadian-originated reusable cloth diaper manufacturer offering organic and natural fiber options including one-size and sized systems. Particularly comparable to Applecheeks given shared Canadian heritage, natural material focus, and international distribution model.
• Funky Fluff (Kanga Care): Kanga Care produces Funky Fluff and other reusable cloth diaper brands using natural fibers with one-size adjustable designs and pocket/insert systems. Direct competitor to Applecheeks in the premium natural-fiber reusable diaper market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AppleCheeksDiapers
• Instagraminstagram.com/applecheeks_france

Compliance2 records

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 Applecheeks