What Millie Moon does

Millie Moon is a privately held, Hong Kong-domiciled (Rascals International Limited) consumer brand that designs and sells premium disposable baby diapers, training pants, and sensitive wipes. Products are researched and developed in New Zealand, with global ingredient sourcing and assembly in China, and are formulated to be fragrance-, lotion-, and latex-free with OEKO-Tex, Dermatest, and PETA certifications. Signature product technologies include CloudTouch™ Softness (enhanced fiber blend), EverDry™ Layer (advanced absorbency for overnight), DreamFit™ Design (training-pant waistband), and a high-GSM topsheet for instant moisture absorption; pricing ranges from $7.97 for wipes to $26.99 for overnight diapers and training pants.

The company sells exclusively to end consumers (parents of infants and toddlers), using a B2C distribution model that combines major US retail partnerships (Target as exclusive seller of Ms. Rachel co-branded training pants and convenience bags, plus Walmart, Kroger, Meijer, and Albertsons), Canadian expansion through Loblaws and Walmart Canada, and a direct e-commerce storefront at mymilliemoon.com. Marketing is multi-channel: organic social on Instagram, TikTok, Facebook, and LinkedIn; a Find Comfort Creator Program paying creators $1,000 plus product; an exclusive co-branding partnership with early-childhood educator Ms. Rachel for training pants and potty-training kits; content marketing through a Millie Moon storybook; and an email newsletter.

Millie Moon monetizes through one-time unit sales of physical goods via retailers and its own site, with no subscription or licensing model disclosed. The brand has been actively scaling since its 2021 launch, accumulating third-party editorial recognition (Parents 2026 Best for Baby Awards, Good Housekeeping 2024, Parents 2023 Sleep Awards) and consumer survey validation (97% softer than current diaper; 92% softest ever tried), while pursuing gifting-category expansion (Diaper Cake, Newborn Gift Set) and North American geographic rollout.

Name

Millie Moon

Legal name

Rascals International Limited

Website

https://mymilliemoon.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Millie Moon is a privately held, Hong Kong-domiciled (Rascals International Limited) consumer brand that designs and sells premium disposable baby diapers, training pants, and sensitive wipes primarily through major US and Canadian retailers (Target, Walmart, Kroger, Meijer, Albertsons, Loblaws) and its own e-commerce site, targeting parents of infants and toddlers.

Ownership category

akta.pro rank

Product category

Disposable Baby Diapers and Wipes

NAICS

Toilet Preparation Manufacturing (32562)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

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

akta.pro secondary industry

Wipes (Baby, Flushable, Household, Personal) (CRADALAH)

Keywords

• Luxury baby diapers
• Disposable training pants
• Sensitive baby wipes
• Baby care products
• Overnight diapers

Headquarters

HQ city

Kowloon City

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Millie Moon generates revenue through direct sales of luxury diapers, training pants, and sensitive wipes via major retail partners (Target, Walmart, Kroger, Meijer, Albertsons) and their e-commerce website. Products are sold at various price points with standard retail margins.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Millie Moon manufactures and sells luxury disposable diapers, overnight diapers, training pants, and sensitive/99% pure water baby wipes for infants and toddlers. Products are formulated without lotions, latex, fragrances, alcohol, SLS, parabens, phthalates, lanolin, or phenoxyethanol, and are marketed under proprietary technologies (CloudTouch™, EverDry™, DreamFit™) targeting parents seeking premium softness, sensitive-skin safety, and 12-hour leak protection at everyday price points (diapers from $8.97, wipes from $7.97).

Differentiator

Problem solved

Functional benefit

Products and services

• Millie Moon Luxury Diapers Disposable luxury diapers for infants and toddlers featuring CloudTouch™ Softness, high-GSM topsheet, and up to 12-hour absorbency. Free of lotion, latex, and fragrance; dermatologically tested. Sold at retail and DTC from $8.97.
• Millie Moon Overnight Luxury Diapers Disposable overnight diapers with EverDry™ Layer for extended absorbency, marketed for 12-hour leak protection during sleep. From $26.99.
• Millie Moon Luxury Training Pants Disposable training pants for toddlers with DreamFit™ waistband designed for comfort and easy changes during potty training. From $26.99.
• Millie Moon Sensitive Wipes Baby wipes with a 99% natural formula, free of alcohol, SLS, phenoxyethanol, phthalates, lanolin, parabens, and perfume. Suitable for sensitive skin. From $7.97.
• Millie Moon 99% Pure Water Baby Wipes Baby wipes made with 99% pure water, designed for the most sensitive skin. Winner of the Parents 2026 Best for Baby Awards. From $11.99.
• Millie Moon x Ms. Rachel Training Pants Co-branded disposable training pants developed with Ms. Rachel combining Millie Moon's DreamFit™ fit with Ms. Rachel branding and educational positioning, sold exclusively at Target.
• Millie Moon x Ms. Rachel Potty Training Gift Set Curated gift set combining Ms. Rachel training pants, wipes, a potty training guide with reward charts, a foldable travel potty seat, and a wet-dry bag, priced under $30, sold exclusively at Target.
• Millie Moon Luxury Diaper Cake and Newborn Gift Set Premium gift-format products combining luxury diapers, sensitive wipes, an owl plush lovey, and story books, designed for baby shower and newborn gifting occasions; sold at Target.
• Millie Moon Convenience Bags Trial-size convenience packs of Millie Moon Luxury Diapers and Training Pants sold exclusively at Target from $8.99, designed to lower trial barriers for new customers.

Quantifiable outcome

• 97% of parents report Millie Moon is softer than their current diaper (survey of 11,116 US parents, Sept 2023 – Aug 2024)
• +1 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

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Ms. RachelcoreGTM or Marketing Partner · 1 October 2025Millie Moon partnered with Ms. Rachel (early childhood educator and digital creator) to launch exclusive Training Pants at Target stores in October 2025. The collaboration supports parents and children during potty training by combining quality products with educational guidance. The partnership expanded in 2026 with a potty training gift set and new products featuring Ms. Rachel branding.
• Reach Out and ReadminorOthersMillie Moon supports Reach Out and Read, a national early literacy nonprofit, with an annual donation. The organization supports child development through daily shared reading and language-rich activities, reaching 4.6 million children annually across the US. Millie Moon's contribution helps provide educational support to underprivileged children via Reach Out and Read's Helping Hands initiative.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget is the primary US retail partner for Millie Moon, serving as exclusive seller of Ms. Rachel Training Pants, diaper cakes, newborn gift sets, and convenience bags. Products are available both in-store and online through Target's platform.
• Walmart CanadacoreChannel Partner/ Reseller/ DistributorMillie Moon expanded into Walmart Canada in 2026, making Luxury Diapers, Sensitive Wipes, and exclusive Ms. Rachel Training Pants available nationwide in stores and online. This represents continued North American retail expansion.
• LoblawsminorChannel Partner/ Reseller/ DistributorLoblaws was Millie Moon's initial Canadian retail partner, representing the brand's entry into the Canadian market in 2023.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Babyganics: Plant-based baby care brand (wipes, bath, skincare) sold through mass retailers. Overlaps with Millie Moon's wipes portfolio on sensitive-skin, plant-derived ingredient positioning, though diapers are not its primary category.
• Dyper: Subscription-led eco-friendly diaper brand competing for the same premium, sensitive-skin parent segment. Comparable on premium pricing and clean-ingredient story, with a different (DTC-heavy) channel mix.
• Kudos: Premium plant-based disposable diaper brand sold through Target and other US retailers. Comparable to Millie Moon on premium positioning, plant-based materials, and Target distribution overlap.
• Coterie: Premium baby diaper brand positioned on material quality, sensitive-skin claims, and DTC-led distribution. Comparable to Millie Moon on premium-tier softness/skin positioning, with a narrower but overlapping retail footprint.

Broad incumbents

• Huggies (Kimberly-Clark): Global #2 disposable diaper brand with premium extensions (Huggies Special Delivery, Huggies OverNites). Direct overlap on overnight, training pants, and sensitive-skin SKUs across the same retailers.
• Pampers (Procter & Gamble): Global category leader in disposable diapers with premium sub-lines (Pampers Pure). Overlaps directly with Millie Moon's mass-retail distribution and training-pants category, and sets the competitive benchmark on price, scale, and shelf.
• Seventh Generation (Baby): Established eco-focused CPG brand with a baby diapers/wipes line sold through mass retail. Competes on the natural/clean-ingredient axis but as part of a much broader household-products portfolio.

Direct peers

• The Honest Company: Direct competitor in premium, eco-conscious baby diapers and wipes sold through major US retailers including Target. Comparable product positioning around clean ingredients, celebrity-founded brand equity, and premium pricing tier.
• Hello Bello: Premium disposable diapers and wipes sold at Walmart and Target with celebrity co-founder brand equity (Kristen Bell). Closely comparable on channel mix (mass + DTC), price point, and plant-based ingredient positioning.

Others

• Rascal + Friends: Sister baby-care brand under the same Rascals International Limited / Zuru corporate umbrella. Highly comparable product category (diapers, wipes, training pants) but separate geographic go-to-market; useful as an internal benchmark rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mymilliemoon
• LinkedInlinkedin.com/company/millie-moon
• Instagraminstagram.com/mymilliemoon
• TikToktiktok.com/@mymilliemoon

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 Millie Moon