What Woosh does

Woosh is a Belgian circular-economy company, headquartered in Ghent and founded in 2021, that has built the country's first closed-loop disposable diaper system. It designs and sells its own brand of premium disposable diapers and diaper pants (six sizes for diapers, three for pants) under the Woosh label, manufactured in Europe in partnership with hygiene-products leader Ontex, with patented SeconDRY absorption technology and DreamShields 360° leak protection. Diapers are formulated design-for-recycling (polypropylene and polyethylene only, excluding cotton, PLA, PVC, and PET) and carry Oeko-Tex Standard 100, EU Ecolabel, FSC, and Dermatest certifications. Used diapers are collected through a reverse-logistics service and processed at Woosh's own recycling facility 'Lucy' in Bruges, which opened in spring 2025 and is described as Belgium's first diaper recycling site.

Woosh operates a hybrid go-to-market with two primary customer segments and complementary channels. On the B2B side, more than 1,400 Belgian daycare centers receive scheduled (typically bi-weekly) delivery and collection via dedicated field account managers using the my.woosh professional ordering platform, which handles ordering, scheduling, billing, and waste-container management. On the DTC side, more than 30,000 families buy directly through the woosh.care e-commerce storefront, with next-day delivery, free shipping from €50, and free diaper collection when bundled with a new-diaper order (standalone pickup is €5.99). Six logistics hubs across Flanders, Brussels, and Wallonia, supported by healthcare-logistics partner Dynahealth (part of bpost group), enable nationwide coverage; last-mile reverse logistics is bundled with outbound deliveries to reduce CO2 per stop. Retail partnerships with Biovita (organic stores) and LM Zorgshops (care shops) extend physical availability and provide 35+ drop-off points for the give-back program, and Woosh also resells Naïf baby care products (sunscreen, diaper cream, wash gel, plastic-free water wipes) in bulk B2B and DTC packs. Pricing ranges from €0.40 to €0.82 per diaper depending on size and pack format, with give-back boxes offering 4-5% discounts.

Woosh is privately held (Woosh BV), founder-led, with 17 employees and reported revenue undisclosed. Its only disclosed external capital is research grants from VLAIO (the Flemish innovation agency), with no venture or growth equity rounds publicly recorded. Strategic collaborators include Ontex (manufacturing), IVBO (waste processing), Borouge International, BlueAlp, and Synthomer (circular plastics and next-generation materials). The company received Belgian royal recognition in December 2024 and was voted Product of the Year 2026 by Belgian consumers.

Name

Woosh

Legal name

Woosh BV

Website

https://woosh.be

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Woosh is a Belgian circular-economy company that designs, sells, and recycles its own brand of disposable diapers, serving 1,400+ daycare centers and 30,000+ families across Belgium via DTC e-commerce, B2B field sales, and retail partnerships.

Ownership category

akta.pro rank

Product category

Disposable baby diapers and circular diaper services

NAICS

Gift, Novelty, and Souvenir Retailers (45942)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Baby Diapers & Training Pants (CRADALAE)

akta.pro secondary industry

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

Keywords

• Disposable diapers
• Diaper recycling service
• Baby hygiene products
• Childcare supply services
• Circular diaper system

Headquarters

HQ city

Ghent

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Diaper and diaper pants product sales: One-time purchase of diapers and diaper pants in various sizes (1-6 for diapers, P4-P6 for pants). Products sold in small packs and give-back boxes with discounts for larger quantities.
2. Give-back collection service: Collection of used diapers for recycling. Free when combined with new diaper delivery (min. €50 order). Standalone pickup service available for €5.99.
3. Care products: Sale of Naïf baby care products including sunscreen, diaper cream, cleansing wash gel, and wet wipes in bulk packaging for daycare centers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Woosh designs, sells, and recycles its own branded disposable diapers through a circular system that bundles diaper delivery with a give-back collection and proprietary recycling service. The product line spans six diaper sizes and three diaper-pants sizes, complemented by resold Naïf baby care products, a dedicated B2B daycare diaper service via the my.woosh platform, and a network of in-store give-back drop-off points across Belgium.

Product overview

Woosh is a Belgian circular economy company offering a comprehensive diaper ecosystem consisting of three core pillars: premium disposable diapers and diaper pants (available in standard packs and give-back boxes), a collection/recycling service, and a B2B daycare service. The product line spans 6 diaper sizes (2-5kg to 13-18kg) and 3 diaper pant sizes (P4-P6), with give-back box options that include free collection. The company also resells Naïf baby care products (diaper cream, water wipes, wash gel, sunscreen) as an authorized retailer. Key technology features include patented SeconDRY absorption technology and DreamShields 360° leak protection. Services include door-to-door diaper collection for recycling, a professional my.woosh ordering platform for daycare centers, and a network of give-back points across Belgium.

Differentiator

Problem solved

Functional benefit

Products and services

• Woosh Diapers Woosh's own-brand disposable diapers available in six sizes (Size 1: 2–5 kg through Size 6: 13–18 kg), sold in small packs and give-back boxes with 4–5% volume discount. Features patented SeconDRY absorption, DreamShields 360° leak barriers, gender-specific wetness zones, hypoallergenic dermatologically tested materials free from harmful substances, and packaging made from 100% recycled plastic. Designed for recycling using recyclable polypropylene and polyethylene and excluding cotton, PLA, PVC and PET.
• Woosh Diaper Pants Pull-on disposable diaper pants in three sizes (P4: 9–15 kg, P5: 12–17 kg, P6: 15+ kg) with soft anti-leak barriers, SeconDRY absorption, and repositionable tabs for easy changing and potty training. Available in standard packs and give-back boxes with ~4% discount.
• Diaper Collection Service (Give-back Box and Door-to-door Pickup) Door-to-door pickup of used Woosh diapers for recycling through Woosh's proprietary recycling process. The give-back box packaging bundles diaper supply with free collection when combined with a delivery order of €50 or more; standalone pickup is available for €5.99. Used diapers can also be returned 24/7 at Woosh drop-off containers.
• Daycare Diaper Service (B2B) B2B service for daycare centers providing scheduled (bi)weekly delivery of Woosh diapers and collection of used diapers in a single visit, with dedicated account managers, Woosh waste containers, custom billing, and the my.woosh professional ordering platform for adjusting deliveries up to 36 hours in advance.
• Naïf Baby Care Products (resold brand) Resold Naïf baby care range sold by Woosh as authorized retailer, including Naïf Baby Diaper Cream (boxes of 6 × 75 ml), Naïf Plastic Free Water Wipes (boxes of 8 packs, 432 wipes), Naïf Cleansing Wash Gel (boxes of 6 × 500 ml) with refill option, and Naïf Baby & Kids Mineral Sunscreen SPF50 (boxes of 6 × 175 ml). All products are dermatologically tested, free from perfume, microplastics, mineral oils and parabens, and offered in bulk packaging for daycare centers.

Quantifiable outcome

• Saves 15 million diapers per year from landfill
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Borouge InternationalcoreStrategic or Co-development Partner · 27 May 2026Partner in demonstrating circular pathway for diaper plastics. Collaboration announced May 2026 for plastic recycling from diapers.
• BlueAlpcoreStrategic or Co-development Partner · 27 May 2026Partner in demonstrating circular pathway for diaper plastics. Collaboration announced May 2026 for plastic recycling from diapers.
• SynthomercoreStrategic or Co-development Partner · 23 April 2026Partner in developing the circular diaper of tomorrow. Collaboration announced April 2026 for next-generation sustainable materials.
• BiovitacoreChannel Partner/ Reseller/ Distributor · 27 May 2025Organic/health food store chain. First retail partner to sell Woosh give-back diapers in-store (Bruges locations). Provides in-store give-back drop-off containers.
• Dynahealth (bpost group)coreChannel Partner/ Reseller/ Distributor · 1 November 2024Healthcare logistics expert and part of bpost group. Woosh switched to Dynahealth from mid-November to scale and create more impact through their logistics network.
• OntexcoreStrategic or Co-development PartnerGlobal leader in hygiene products. Woosh collaborates with Ontex on ecological solutions for diaper waste. Diapers are produced in Europe in partnership with Ontex.
• IVBOcoreStrategic or Co-development PartnerLocal waste processor in Bruges. Partners with Woosh for recycling of collected diapers through the give-back system.
• BDSLminorChannel Partner/ Reseller/ DistributorLogistics partner for bundled deliveries. Woosh combines deliveries and collections with BDSL to reduce CO2 emissions through shorter routes.
• OVAMminorOthersFlemish waste agency. Woosh project receiving support as pilot project to evaluate 'recycling(r)evolution'. OVAM notified of voluntary take-back initiative.
• LM (Liberale Mutualiteit)coreChannel Partner/ Reseller/ DistributorHealth insurance fund with network of Zorgshops and offices across East Flanders. Hosts give-back drop-off points for used diaper collection at 35+ locations.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Pampers (Procter & Gamble): Pampers is the global market leader in disposable diapers sold through mass retail. It competes with Woosh on the same core product (disposable baby diapers) but at mainstream price points and via traditional forward-only distribution, lacking the reverse-logistics circular model.
• Huggies (Kimberly-Clark): Huggies is the second global mass-market disposable diaper brand and competes directly with Woosh in everyday diaper purchases. It has begun introducing more sustainable product lines but does not operate a diaper recycling or collection service.

Emerging players

• Coterie: Coterie is a US-based premium DTC diaper brand focused on clean, dermatologically tested materials for sensitive skin. It competes with Woosh on the premium, hypoallergenic, performance-led proposition but operates a pure forward DTC model without recycling infrastructure.
• Charlie Banana: Charlie Banana sells reusable and hybrid cloth/disposable diapers globally, with sustainability at the core of its positioning. It overlaps with Woosh on the eco-conscious baby-care category and DTC/e-commerce channel, though its model is reuse-based rather than recycling-based.

Others

• Drylock Technologies: Drylock Technologies is a European private-label diaper and hygiene manufacturer supplying major retail brands. It is comparable as a potential manufacturing peer and infrastructure partner to Woosh, and a competitor for shelf space in European diaper aisles.
• Ontex: Ontex is Woosh's manufacturing partner and one of Europe's largest private-label and branded hygiene manufacturers. Comparable because Ontex produces the diapers Woosh sells and is a direct strategic partner; it also makes competing private-label diaper brands for retailers.
• Biovita: Biovita is a Belgian organic/health-food retail chain and Woosh's first physical retail partner, hosting in-store give-back drop-off points. It is comparable as a distribution channel for sustainable baby/CPG products and as an example of the retail network Woosh leverages for circular collection.

Direct peers

• Eco by Naty: Eco by Naty is a Sweden-based brand selling plant-based, eco-certified disposable diapers in European retail. Like Woosh, it targets sustainability-conscious parents with non-toxic, certified diapers, but without an integrated reverse-logistics recycling service.
• Dyper: Dyper is a US-based DTC brand offering plant-based, biodegradable diapers with a take-back/composting service. Like Woosh, it pairs a sustainable disposable diaper with a reverse-logistics collection model, targeting eco-conscious parents and serving as the closest circular-economy peer.
• Bambo Nature: Bambo Nature is a Scandinavian eco-certified disposable diaper brand (by ABENA) sold across European specialty retail and online. It competes on the same sustainability-and-safety positioning as Woosh, certified by EU Ecolabel and dermatological standards, but without a circular take-back service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wooshbv

Compliance5 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 Woosh