We like to keep it simple. We believe in transparency and crafting solutions that make a difference today while working with our industry on better materials and waste systems for the future.

In practice that means:

We’re upfront about what goes into our nappies and pants.

The absorbent core is made from Totally Chlorine Free (TCF) wood pulp sourced from sustainably managed forests and SAP (sodium polyacrylate) which locks in moisture efficiently so we can use around 20% less than industry benchmarks.These sit within lightweight, cloth-like and breathable materials designed for comfort, without unnecessary additives like fragrances, lotions, latex, phthalates or dyes.

We design smarter to cut down on waste. In fact, we use fewer raw materials overall while keeping the absorbency and leak protection parents rely on. A more efficient product directly impacts the amount sent to landfill

We also support families through potty training. Our pants help build the confidence needed to move out of nappies sooner and create an opportunity to cover the entire diapering journey, from the first to the very last.

Central to our design philosophy is functionality. Features like softer elastics and stretchy waistbands ensure a secure fit, fewer leaks and outfit changes, greater comfort for children, and ultimately, less waste.