Drypers

What Drypers does

Drypers is a Malaysian baby diaper and baby care brand founded in 1987 and operated by Vinda Marketing (M) Sdn Bhd, a subsidiary of Hong Kong-listed Vinda Group in which SCA Group (a European hygiene products company) is the majority shareholder. The brand sells across Southeast Asia through dedicated storefronts and e-commerce channels in Malaysia, Indonesia, the Philippines, and Singapore. Its product portfolio is structured in tiers spanning mass-market (Drypers Classic) to premium (Drypers Touch, Skinature by Drypers), alongside pants-style options (Drypers DryPantz), flagship tape diapers (Drypers Wee Wee Dry), and adjacent personal care lines (Drypers BabyCare washes/lotions; ActivKidz by Drypers kids wash products).

The company's underlying technology rests on proprietary material science rather than software: layered absorption systems (6 AbsorbDRY Layers, Micro PeeLock, DrySOFT Absorption Core), skin-protection features (Pro-Skin pH-balanced layer, Derma-Care Technology), fit systems (TummyFIT, Bubble Soft FIT, ClassicFIT), and plant-based formulations (MoistCleanse, MoistSoothe with oat extract and provitamin B5; Antibac MoistFoam). Drypers holds the distinction of being the first diaper brand in Asia with USDA-certified biobased products, with renewable ingredient content ranging from 25% (ClassicPantz) to 43% (Classic), and maintains ISO 9001, ISO 45001, and ISO 14001 certifications.

Commercially, Drypers operates a product-led, community-driven go-to-market motion: revenue is generated through one-time consumer purchases of diapers and baby care items across physical retail, owned e-commerce (Vindamall, Drypers Baby Club), and third-party marketplaces (Lazada, Shopee, TikTok Shop), supplemented by a points-based loyalty program that drives repeat purchasing. Target customers are segmented horizontally by baby developmental stage (newborn, crawler, toddler) and by skin-sensitivity profile, with no enterprise or institutional customer concentration. Pricing is not publicly disclosed, and the brand supplements transactional revenue through promotional campaigns, free samples, and CSR-linked community engagement.

Name

Drypers

Legal name

Vinda Marketing (M) Sdn Bhd

Website

https://drypers.com.my

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Drypers is a Malaysian baby diaper and baby care brand under Vinda Group, manufacturing tape diapers, pull-up pants, washes, and lotions for parents of newborns through toddlers across Malaysia, Indonesia, the Philippines, and Singapore via retail and e-commerce channels.

Ownership category

akta.pro rank

Product category

Baby Diapers

NAICS

Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Baby Diapers & Training Pants (CRADALAE)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Diapering & Wipes (Diaper Creams, Wipes) (CRABAJAC), Baby Haircare (Shampoo, Conditioner, Detanglers) (CRABAJAD)

Keywords

• Baby diaper manufacturing
• Baby care products
• Infant hygiene products
• Diaper technology
• Baby skin care

Headquarters

HQ city

Selangor

HQ country

Malaysia

HQ region

Asia

Offices2 records

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. Baby Diaper Sales: Direct consumer sales of baby diapers including Drypers Wee Wee Dry, DryPantz, Touch, Skinature, Classic, and BabyCare product lines through retail and e-commerce channels
2. Baby Care Products: Sales of baby care products including washes, lotions, and skincare items under Drypers BabyCare and ActivKidz lines
3. Loyalty Program Points: Points-based loyalty system where customers earn points from purchases to redeem for gifts, driving repeat purchases and customer retention

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Drypers manufactures and sells a portfolio of baby diapers (tape-style and pull-up pants) and complementary baby care products (washes, shampoos, lotions, skincare) under multiple tiers ranging from everyday value to premium offerings. The products are designed for newborn through toddler stages with proprietary absorption, skin-protection, and hypoallergenic technologies, and are sold primarily to parents across Southeast Asian markets including Malaysia, Indonesia, Philippines, and Singapore.

Product overview

Drypers is a baby care product brand under Vinda Group, offering a comprehensive portfolio of baby diapers and care products. The core product line consists of tape diapers and pull-up pants across multiple tiers: Drypers Wee Wee Dry (premium with advanced features like Extra-Stretch Waistband and Poo Pocket), Drypers DryPantz (convenient pull-up style with Bubble Soft FIT Waist), Drypers Touch (premium softness with Swedish engineering and 5,000 thread-count fibers), Skinature by Drypers (hypoallergenic, allergen-free premium option), and Drypers Classic (reliable everyday use). These are supplemented by Drypers BabyCare (plant-based baby wash and care products with MoistCleanse™ and MoistSoothe™ formulations) and ActivKidz by Drypers (kids wash products with Antibac MoistFoam™). All diaper products feature absorption technologies providing 10-12 hours of dryness, and several are USDA-certified biobased with renewable ingredients. The brand operates the Drypers Baby Club loyalty program and sells through Vindamall, Lazada, Shopee, and TikTok Shop e-commerce channels.

Differentiator

Problem solved

Functional benefit

Brands

• Drypers Wee Wee Dry: Premium diaper with Extra-Stretch Waistband, Upgraded Leakguard, Poo Pocket, and 10 hours dryness. USDA certified with renewable ingredients.
• Drypers DryPantz
• Drypers Touch
• Skinature by Drypers
• Drypers Classic
• Drypers BabyCare
• ActivKidz by Drypers

Products and services

• Drypers Wee Wee Dry Premium tape diaper offering up to 10 hours of dryness, with Navel Care for newborns, Wetness Indicator, and USDA-certified biobased renewable ingredients. Designed for parents seeking advanced fit and leak protection across newborn and infant sizes.
• Drypers DryPantz

Quantifiable outcome

• Up to 10-12 hours of dryness
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Vinda GroupcoreOthersDrypers is a brand under Vinda Group, one of the largest hygiene product companies in Asia. The Group has headquarters in Hong Kong, is listed on the Hong Kong Stock Exchange, and has over 10,000 employees. SCA Group is the majority shareholder of Vinda. Drypers operates as part of the Vinda portfolio including brands like Libresse, TENA, and Dr. P.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dr. P (Vinda Group): Dr. P is Vinda Group's sister diaper brand in Indonesia and Malaysia, operating as a direct peer within the same parent group and overlapping in the same Southeast Asian markets, product tiers, and distribution channels as Drypers.
• Merries (Kao): Merries is Kao Corporation's premium Japanese diaper brand competing in the ultra-premium tier alongside Drypers Touch, with similar positioning around softness, skin protection, and premium pricing in Southeast Asian markets.
• MamyPoko (Unicharm): Unicharm's MamyPoko is a leading Japanese diaper brand with strong presence across Southeast Asia, particularly in Indonesia and Malaysia, competing with Drypers on premium softness, pants format, and skin-friendly claims with similar proprietary absorption technology.
• Huggies (Kimberly-Clark): Huggies is Kimberly-Clark's global diaper brand and a direct competitor to Drypers across Southeast Asia, with overlapping product tiers (premium, pants, sensitive), strong retail presence, and comparable marketing spend targeting the same parent personas.
• Pampers (Procter & Gamble): Pampers is Procter & Gamble's flagship baby diaper brand, the global category leader and Drypers' most direct competitor across Malaysia, Indonesia, Philippines, and Singapore with comparable SKU tiers (premium, everyday, pants) and similar channel coverage.
• Libero (Essity): Libero is Essity's (formerly SCA's) baby diaper brand in Europe and selected Asia markets, directly comparable to Drypers as both are within the same parent group ecosystem (Vinda is majority-owned by SCA/Essity) and target similar parent segments.

Broad incumbents

• Johnson's Baby (Kenvue): Johnson's Baby is the global category leader in baby toiletries and personal care, directly comparable to Drypers BabyCare and ActivKidz sub-brands in the baby wash, shampoo, and lotion segment across Southeast Asia.

Regional players

• BabyLove (Ontex): BabyLove is Ontex's value-tier diaper brand with strong presence in Australia and selected Asia-Pacific markets, competing with Drypers Classic in the everyday/economy diaper segment with similar private-label adjacent positioning.

Emerging players

• The Honest Company: The Honest Company is a premium natural baby care brand competing in the plant-based, hypoallergenic baby wash and skincare segment — comparable to Drypers BabyCare's MoistCleanse/MoistSoothe positioning on clean, plant-based formulations.
• Bambo Nature (ABENA): Bambo Nature is a premium eco-friendly diaper brand positioned on sustainability and skin safety, directly comparable to Drypers' Skinature and biobased-certified SKUs in the premium eco-conscious segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/drypersmalaysia
• Facebookfacebook.com/DrypersMY
• Instagraminstagram.com/drypersmy/?hl=en
• TikTokvt.tiktok.com/ZSjrcEpM1/?page=TikTokShop
• Xx.com/DrypersMY

Compliance4 records

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 Drypers