Agnotis

What Agnotis does

Agnotis is a privately held Greek baby care brand operated by CARASSO A.E., headquartered in Thessaloniki, Greece. The company sells hypoallergenic diapers, wipes, baby cosmetics, baby-safe cleaning products, baby bodysuits, nursing breast pads, and adult incontinence products (under the Elpis sub-brand) directly to consumers through its own e-commerce storefront at agnotis.com, with Greek and English language support and free shipping for orders above €49 across Greece. Its product portfolio spans a standard diaper line (seven sizes from newborn to 18+ kg), a premium "Supreme" sub-brand featuring cotton-like diapers and 99%-water wipes made with reverse-osmosis-purified water and compostable fibers, and a baby care cosmetics line formulated with 93–99.9% natural ingredients.

Agnotis operates a direct-to-consumer subscription model ("Συνδρομή") offering up to 50% off standard diaper pricing with customer-selected size and delivery frequency, complemented by trial packs (€10.99–€11.99), curated discount bundles, economy packs, and a custom bundle builder (fixed €32.99). Pricing per diaper ranges from €0.14 to €0.27 depending on size and tier. Marketing is conducted through the company's own blog, content around a charitable initiative ("Agnotis for Each Other") with Smile of the Child and Make-A-Wish Greece, and digital retargeting through Google, Facebook, and Criteo, with analytics tracked via Google Analytics, Hotjar, and Skroutz Analytics.

The business has accumulated brand recognition through awards including the 2019 German Design Awards, Pentawards, Stelios Awards, Ermis Awards, and a Made in Greece award. With five reported employees and operations confined to Greece, the company operates at small scale with no disclosed funding rounds, no enterprise/B2B customers, and no public revenue figures. Its core technical differentiation sits in materials and formulation (natural-origin percentages, reverse-osmosis water wipes, dermatological testing on sensitive skin) rather than in software or AI capabilities.

Name

Agnotis

Legal name

CARASSO Α.Ε.

Website

https://agnotis.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Agnotis is a privately held Greek DTC baby care brand selling hypoallergenic diapers, wipes, cosmetics, cleaning products, and adult incontinence products directly to Greek consumers via its own e-commerce site and subscription model.

Ownership category

akta.pro rank

Product category

Baby Care Products

NAICS

Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Other Health and Personal Care Retailers (45619)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Kids Personal Cleansing (Body Wash, Hand Soap) (CRABAJAH), Baby Diapers & Training Pants (CRADALAE)

Keywords

• Baby diapers
• Baby care products
• Baby wipes
• Natural baby cosmetics
• Diaper subscription

Headquarters

HQ city

Thessaloniki

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of baby care products through the company's e-commerce platform. Products include diapers, wipes, cosmetics, cleaning products, and clothing. One-time purchase available alongside subscription model.
2. Subscription Model: Recurring diaper deliveries with customer-defined frequency (subscription). Offers up to 50% discount on regular prices. Customers can modify, pause, or cancel subscriptions at any time.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Agnotis manufactures and sells its own line of baby care products — including diapers, diaper pants, baby wipes, natural cosmetics, baby-safe cleaning products, baby bodysuits, nursing breast pads, and adult incontinence products (Elpis) — directly to Greek consumers through its own e-commerce website and a recurring diaper subscription service with up to 50% savings. The portfolio emphasizes hypoallergenic materials, natural-origin formulations (93-99.9% natural), and dermatologically tested products for sensitive skin.

Product overview

Agnotis is a Greek baby care company offering a comprehensive product portfolio centered on baby diapers and personal care products, operated by CARASSO Commercial S.A. based in Thessaloniki. The core offering includes standard Agnotis diapers in 7 sizes (No. 1-7) and a premium Supreme sub-brand line, alongside diaper pants (pull-up style) for active babies. The baby care cosmetics line features natural products including nappy cream (96.9% natural), shampoo/body wash (93.8% natural), body milk lotion (96% natural), St John's Wort oil (99.9% natural), and Kalymnos sea sponges. Cleaning products include baby-safe laundry detergent (93% natural), fabric softener (98% natural), and dishwashing liquid. Additional offerings include baby clothing (100% cotton bodysuits), mother care (breast pads), and adult care products under the Elpis brand. The company operates an e-commerce subscription model with customizable bundle options, trial packs, and monthly delivery services, with free shipping on orders over €49.

Differentiator

Problem solved

Functional benefit

Products and services

• Standard Agnotis Diapers (Πάνες Agnotis) Core standard baby diapers in 7 sizes (No. 1–7) for weight ranges from 2–5 kg to 18+ kg, made with hypoallergenic materials and featuring a moisture indicator that signals when changing is needed. Targeted at parents of infants and toddlers seeking daily diapering.
• Agnotis Diaper Pants (Πάνα Βρακάκι) Pull-up style diaper pants with elastic waistband for easy dressing and removal, available in sizes 4–6 for babies 9–17+ kg. Aimed at active, mobile babies and toddlers being potty-trained.
• Supreme Diapers (Πάνες Supreme) Premium diaper sub-brand with superior softness and absorbency, cotton-like texture and breathable design, available in sizes 1–6 for babies 2–5 kg to 17+ kg. Targeted at parents seeking the brand's high-end diapering option.
• Baby Wipes (Μωρομάντηλα) Standard baby wipes in multiple pack sizes (70, 210, 1680 wipes) using a hypoallergenic formula free from parabens and alcohol, designed for sensitive baby skin. Sold alongside the diaper range for daily cleaning.
• Supreme Water Wipes (Supreme Νερομάντηλα) Premium water-based baby wipes with 99% water content, made of 100% compostable fibers with pure water produced from reverse osmosis, pH-balanced for baby skin. Targeted at parents seeking the brand's most gentle wipe option.
• Baby Care Cosmetics Line (Βρεφική Περιποίηση) Natural baby care product line comprising nappy cream (96.9% natural origin with zinc oxide and calendula), 2-in-1 shampoo/body wash (93.8% natural), body milk lotion (96% natural), St John's Wort massage oil (99.9% natural), and organic Kalymnos sea sponge. Dermatologically tested on sensitive skin.
• Baby-Safe Detergents & Cleaning Products (Καθαριστικά) Baby-safe household cleaning line including laundry detergent (93% natural, with calendula and organic chamomile), fabric softener (98% natural, hypoallergenic), dishwashing liquid (93% natural), and multisurface cleaning wipes. SLES-free and dermatologically tested for use around infants.
• Baby Bodysuits (Ένδυση) 100% high-quality cotton baby bodysuits (ζιπουνάκια) for boys and girls in sizes 2–24 months, available in short-sleeve and long-sleeve options. Targeted at parents wanting to bundle baby clothing with their care products.
• Mother Care — Breast Pads (Φροντίδα Μαμάς) Nursing breast pads (30 pads per pack) with ultra-absorbent gel, 3D side-leak protection, and honeycomb-pattern absorbent layer. Targeted at breastfeeding mothers as an extension of the baby care range.
• Elpis Adult Incontinence Care (Φροντίδα Ενηλίκων) Adult incontinence care products under the Elpis sub-brand, including adult diapers in sizes M, L, XL and pull-up pants in standard and economy packs. Targeted at adults needing incontinence care and family caregivers purchasing on their behalf.
• Diaper Subscription & Trial Packs (Συνδρομή / Δειγματικά Πακέτα) Recurring diaper subscription service with up to 50% discount on standard prices, customizable diaper size and delivery frequency, free cancellation or pause at any time, and free shipping for orders over €49 across Greece. Trial packs priced at €10.99–€11.99 let new customers test diapers, pants, and curated bundles before subscribing. Targeted at parents seeking a convenient, lower-cost recurring supply of diapers.

Quantifiable outcome

• Up to 50% savings with subscription model
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• FacebookminorGTM or Marketing PartnerSocial media platform used for retargeting advertising and marketing purposes, allowing display of targeted ads based on user behavior.
• CriteominorGTM or Marketing PartnerRetargeting advertising platform used to display personalized advertisements to users who have previously visited the website.
• Hamosfairoi tou Paidiou (The Smile of the Child)coreStrategic or Co-development PartnerGreek charitable organization supported through the Agnotis for Each Other program. The company donates baby diapers to infants in need throughout Greece, supported by customer purchases.
• Make-A-Wish GreececoreStrategic or Co-development PartnerCharitable organization partnered with to fulfill wishes of children. Agnotis participated in granting the wish of a child named Theofilos, age 8, who wished to become a dinosaur.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dyper: DTC subscription-based compostable baby diaper brand. Comparable to Agnotis on subscription model, eco-conscious positioning, and DTC-only distribution, though focused primarily on US market and narrower product range.
• Babyganics: Natural-ingredient baby care brand offering wipes, bath products, and household cleaners. Comparable to Agnotis on plant-based formulation philosophy and cross-category expansion from baby hygiene into household cleaning products, with similar dermatologically-tested positioning.
• Hello Bello: DTC baby care brand offering diapers, wipes, bath, and skincare products with natural ingredients and a subscription model. Directly comparable to Agnotis on DTC-first GTM, natural-ingredient positioning, multi-category baby care bundle, and subscription-based recurring revenue.
• The Honest Company: US-based natural baby and household care brand offering diapers, wipes, bath, and cleaning products. Directly comparable to Agnotis on clean-ingredient positioning across the full baby and household care basket, with similar DTC + retail hybrid distribution model.
• Bambo Nature: Premium eco-friendly baby diaper and care brand from ABENA. Closely comparable to Agnotis on eco/premium positioning, natural materials, and dermatological testing, though operating at much larger scale across European markets and offering similar subscription/retailer distribution models.
• WaterWipes: Premium baby wipe brand featuring minimal-ingredient (mostly water) formulations for sensitive skin. Directly comparable to Agnotis's Supreme Water Wipes product, both targeting the same dermatologically-conscious parent segment with similar 99%+ water formulations.
• Charlie Banana: Reusable and disposable eco-friendly baby diaper brand. Comparable to Agnotis on premium-natural positioning in the diaper category and broad product line including pull-up pants and wipes, though with stronger reusable diaper angle.

Broad incumbents

• Pampers (Procter & Gamble): Global category leader in baby diapers and wipes owned by Procter & Gamble. Directly comparable to Agnotis as the dominant competitor in the Greek and European baby diaper market, with massive distribution, marketing budgets, and recently expanded natural/premium sub-lines that compete head-on with Agnotis's positioning.
• Huggies (Kimberly-Clark): Second major global diaper and baby care brand owned by Kimberly-Clark. Comparable to Agnotis as a direct category competitor with extensive Greek retail presence and similar product breadth across diapers, wipes, and baby care items.
• Mustela (Laboratoire Expanscience): Established French baby and maternity skincare brand with natural ingredient formulations. Comparable to Agnotis's baby cosmetics line (nappy cream, body wash, body milk, oils) on dermatological testing and natural positioning, though at much larger scale across European pharmacies and retailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/agnotis

Compliance1 record

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 Agnotis