Tidoo

What Tidoo does

Tidoo is a French consumer goods company that designs, manufactures, and distributes ecological disposable diapers and training pants for infants and toddlers, operating under the Naturopera group (legal entity NATUR'MELODIA SAS, headquartered in Boulogne-Billancourt, France). The company was co-founded in June 2013 by Geoffroy Blondel de Joigny and Kilian O'Neill, and is the No. 1 diaper brand in French organic (bio) stores, having held the "Meilleur Produit Bio" designation for ten consecutive years.

Tidoo manufactures its products in its own factory (Fabrique à couches des Hauts-de-France), inaugurated in October 2022 — the first French SME to build an ecological diaper plant in France in thirty years. The technology stack centers on a proprietary channel-based absorption system that achieves a Class A absorption rating (described as the best on market), combined with an FSC-certified cellulose core (bleached without chlorine), a 100% natural-origin top sheet made from sugarcane and corn starch (bio PE/PLA), and latex-free anti-leak barriers. Products are dermatologically tested and subject to independent laboratory toxicological screening of 250+ substances, with results published for transparency. The portfolio spans diaper sizes T1–T6, training pants T4–T6, and a specialty swim diaper (Tidoo Nature Swimplay), supported by Nordic Swan, FSC, Origine France Garantie, and TCF certifications.

The business model is product-led growth anchored on a monthly subscription at approximately €49.50–€54.90 per box, with flexible pause/modify/cancel terms, free Mondial Relay delivery, and a free 7-diaper trial kit (delivery fee only) as the primary acquisition mechanism. Revenue is supplemented by one-time unit purchases, physical retail presence in French bio stores, and marketplace listings (Greenweez, Bébé au Naturel). Distribution covers France, Belgium, Luxembourg, and Monaco. The go-to-market combines owned e-commerce, content marketing (Naturellement Parents blog), organic social, referral/affiliate programs, and earned PR, with technology integrations across Stripe (payments), SendInBlue (email), Zendesk (support), and Google Analytics/Smartlook (analytics).

Name

Tidoo

Legal name

NATUR'MELODIA Groupe NATUROPERA

Website

https://tidoo.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Tidoo is a French direct-to-consumer brand (under Naturopera) that manufactures and sells ecological disposable diapers and training pants via subscription and one-time purchases, serving eco-conscious parents of infants and toddlers across France, Belgium, Luxembourg, and Monaco.

Ownership category

akta.pro rank

Product category

Baby Disposable Diapers & Hygiene Products

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Adult Incontinence Products (CRADALAF)

akta.pro secondary industry

Menstrual Pads (Reusable/Cloth) (CRABAIAB)

Keywords

• Ecological diapers
• Baby care products
• Training pants
• Diaper subscription
• Disposable hygiene products

Headquarters

HQ city

Boulogne-billancourt

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ecological Diaper and Training Pant Subscriptions: The primary revenue stream is monthly subscription boxes delivering ecological diapers (Tidoo Nature) and ecological training pants (culottes écologiques). Subscriptions are auto-renewing monthly with no commitment, modifiable or cancellable at any time. The subscription includes free Mondial Relay delivery, a unique fixed monthly price, and flexible size/delivery frequency adjustments. This generates predictable recurring revenue with strong customer lifetime value through the 2-3 year diaper use period per child.
2. One-Time Unit Purchases: Single purchases of individual diaper packets (from size 1 to size 6) and training pants (sizes 4 to 6) are available at unit prices. Unit prices vary by size (ranging from approximately €0.20 to €0.48 per diaper). This provides opportunistic revenue from non-subscribers and trial customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Tidoo manufactures and sells ecological disposable diapers (sizes T1–T6), potty training pants (sizes T4–T6), and swim diapers made in France at its own Fabrique à couches in Hauts-de-France using FSC-certified cellulose, sugarcane- and corn-starch-based bio PE/PLA surface veils, and latex-free anti-leak barriers. Products are sold direct-to-consumer through a monthly auto-renewing subscription (no commitment, free Mondial Relay delivery, free trial kit of 7 diapers) and one-time purchases on tidoo.com, with additional distribution through organic retail stores and selected marketplaces.

Product overview

Tidoo is an ecological diaper and baby care brand offering a portfolio of products centered on sustainable, French-made diapers and training pants. The core product line includes Couches Écologiques Tidoo Nature (ecological diapers in sizes T1-T6) and Culottes d'Apprentissage Écologiques (potty training pants in sizes T4-T6). These are available through two subscription plans—Abonnement Couches and Abonnement Culottes—that provide automatic monthly delivery with no commitment and free delivery. A free trial kit (7 diapers) enables product testing before subscription. A specialty swim diaper product (Tidoo Nature Swimplay) rounds out the range. All products share the brand's core value propositions: FSC-certified materials, Nordic Swan ecolabel, no harmful substances, and French manufacturing in the company's own Hauts-de-France factory.

Differentiator

Problem solved

Functional benefit

Products and services

• Couches Écologiques Tidoo Nature Ecological disposable diapers made in France in Tidoo's own Fabrique à couches in Hauts-de-France, available in sizes T1 to T6. Features FSC-certified TCF-bleached cellulose core, a natural-origin surface veil made from sugarcane and corn starch (bio PE/PLA), latex-free anti-leak barriers, and zero harmful substances (no latex, chlorine, perfume, lotion, petrolatum, or GMOs). Provides up to 12 hours of leak protection with a Class A absorption rating. Designed for parents of infants and toddlers seeking safe and ecological diapers.
• Culottes d'Apprentissage Écologiques Tidoo Ecological potty training pants designed to look and feel like regular underwear, with detachable sides and a closure tab for easy disposal. Available in sizes T4 to T6. Built with FSC-certified natural cellulose, 12-hour anti-leak protection, and the same zero-harmful-substances formulation as Tidoo's diapers. For parents transitioning toddlers from diapers to independent potty use.
• Tidoo Nature Swimplay Ecological disposable swim diapers designed for pool and beach use. Does not absorb water or urine but retains solids for sanitary reasons. Can be added to subscription orders with free delivery. For parents of babies and toddlers during swimming and water activities.
• Abonnement Couches Écologiques Tidoo Monthly subscription service delivering ecological diapers (Couches Écologiques Tidoo Nature) automatically to subscribers. Features include a unique fixed monthly price (~€49.50), free Mondial Relay delivery, no commitment (cancel anytime), flexible modification of size and delivery frequency (every 3, 4, 5, 6, or 8 weeks), pause capability, free returns of unopened packets within 30 days, and up to 20% savings versus unit purchases. A portion of revenue supports charitable associations. For parents seeking reliable, automatic replenishment of safe and ecological baby diapers.
• Abonnement Culottes Écologiques Tidoo Monthly subscription service delivering ecological training pants (Culottes d'Apprentissage) every 28 days, available in sizes T4 to T6. Includes free home delivery, no commitment, and support for charitable associations. Pricing varies by size (T4 ~€55.90, T5 ~€59.90, T6 ~€62.70). For parents transitioning toddlers from diapers to potty training who want automatic replenishment of ecological training pants.

Quantifiable outcome

• Class A absorption rating — the best on the market for leak protection performance
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Le Rire MédecincoreOthersHistoric partnership with Le Rire Médecin, an association that brings clown performances to hospitalized children. Tidoo donates a portion of subscription revenue to support this cause, integrating social impact into its brand identity.
• Imagine for MargocoreOthersPartnership supporting childhood cancer research. Tidoo includes Imagine for Margo among its supported associations through subscription donations.
• Vaincre la Maladie des Os de Verre (VMOV)minorOthersPartnership supporting research into osteogenesis imperfecta (brittle bone disease). Included in the list of charitable associations supported by Tidoo subscriptions.
• ESAT (Establishments and Supportive Services for Disabled Workers)coreOthersPartnership with ESAT workshops providing employment opportunities for people with disabilities. Tidoo highlights this as part of its social responsibility commitment, integrating disabled workers into its production and fulfillment process.
• Love RadiusminorGTM or Marketing PartnerFrench brand specializing in physiological baby carriers and wrap slings, Oeko-Tex certified. Present in France and 40+ countries, also providing professional carrier training. Tidoo features Love Radius on its partner page as a shared-value eco-conscious brand for cross-promotion.
• MintyWendyminorGTM or Marketing PartnerFrench leader since 2015 in maternity jewelry and developmental toys (nursing necklaces, carrying and teething jewelry). Partners with Tidoo for shared audience cross-promotion targeting new and expecting mothers.
• Mondial RelaycoreChannel Partner/ Reseller/ DistributorPrimary delivery partner for Tidoo subscriptions. Provides free home delivery for all subscription boxes and orders above €49 throughout France Métropolitaine year-round. Deliveries can also be sent to vacation addresses.
• La Poste / ColissimominorChannel Partner/ Reseller/ DistributorSecondary delivery partner alongside Mondial Relay for subscription and one-time order delivery. Offers home delivery as an alternative to Mondial Relay pickup points.
• MaMaMaminorOthersCharitable association supported by Tidoo as part of its ongoing social commitment program. Listed among the associations supported by subscription donations.
• StripecoreTechnology or IntegrationPayment processing platform (described as one of the online payment solution leaders) providing secure payment services including 3D Secure. Card numbers are never stored on Tidoo servers. Stripe handles payment processing for all credit card, Mastercard, and Visa transactions.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Bambo Nature (ABENA): Danish-origin eco-certified diaper brand owned by ABENA, sold across Europe with strong Nordic Swan and dermatological certifications. Highly comparable to Tidoo on materials (FSC cellulose, non-toxic topsheet), certifications, and premium eco positioning.
• Moltex (Healthcare Holding): German eco-diaper brand marketed on FSC cellulose and chlorine-free processing, with strong DACH and broader European distribution. Shares Tidoo's bio-certified, low-toxin positioning and ecological consumer target.
• Love & Green: French eco-friendly diaper brand offering disposable ecological diapers and baby care products through its own e-commerce and organic retail channels. Closest direct competitor to Tidoo in the French eco-diaper niche, with similar subscription mechanics and bio-channel positioning.
• Eco by Naty (Naty AB): Swedish eco-baby brand offering plant-based, FSC-certified diapers distributed in European mass and specialty channels. Comparable to Tidoo on sustainable materials, premium positioning, and Western European go-to-market.

Broad incumbents

• Bébé Carrefour (Carrefour Group): Private-label diaper and baby care line of Carrefour, France's largest grocer. Comparable to Tidoo as a domestic French diaper seller, but competes primarily on price through Carrefour's hypermarket and supermarket footprint.
• Ontex Group: Belgian-listed personal hygiene manufacturer producing private-label and branded diapers and incontinence products across Europe. Comparable to Tidoo as a European hygiene manufacturer with overlapping product categories and channel coverage, although at far larger scale.
• Huggies (Kimberly-Clark): Global mass-market diaper brand of Kimberly-Clark and the #2 incumbent alongside Pampers. Directly comparable to Tidoo as a diaper category peer, but operates at vastly larger scale with mainstream distribution and mass-market positioning.
• Pampers (Procter & Gamble): Global mass-market diaper brand of P&G and the dominant category incumbent worldwide. Sets the price/performance benchmark that Tidoo must differentiate against, and controls the majority of mainstream grocery and pharmacy shelf space in France.

Emerging players

• Naïf (Naif Care BV): Dutch natural baby care brand offering ecological bath, skin, and nappy products with a focus on natural ingredients and minimal formulation. Shares Tidoo's clean-baby positioning and European specialty distribution, though more focused on toiletries than diapers.
• Bumpaa: French eco-friendly diaper startup selling bamboo-based, biodegradable diapers directly to French consumers. Comparable to Tidoo as a smaller French eco-diaper DTC brand targeting similar eco-conscious parents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tidoo.fr
• Instagraminstagram.com/tidoo_com

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Tidoo