We like to keep it simple. We believe in transparency and crafting solutions that enable us to start making an impact on the planet today while we work with our industry on improving materials and waste infrastructure for the future.

In practice that means:

1. We’re straight forward about the materials we use so you can make an informed choice. That means where we use plastics, where we’ve made smart substitutions for more eco-friendly materials and where we’ve removed ingredients we think are unnecessary, such as harmful chemicals, fragrances, lotions, latex, phthalates and dyes (the list goes on).

2. We reduce the amount of ‘stuff’ that goes into our nappies - reducing the overall waste generated in production and the weight of the nappy. We also utilise more efficient plastic materials where possible. For example, our SAP (super absorbent polymer - aka the sugary stuff that turns to gel when it hits urine) is more efficient than other brands so we use 20% less than the industry benchmarks.

3. We encourage potty training and want to help families through this transition! The earlier we potty train children, the earlier we can get them out of nappies. Less nappies therefore will end up in landfill. And for the time your children are in nappies, we want to ensure they’re in the best, most efficient nappies so you use less throughout the day, have the peace of mind the nappy is gentle on their skin and designed by a company who cares both about your mental well-being and our collective impact on the world around us.

It’s super important to note, however, that central to our design philosophy is ensuring you have a nappy that works, that can stand the overnight test. We therefore keep things like elastics in our waistband because that makes the nappy fit so much better - leading to fewer leaks and more comfort for your child.