Diaper Brand Disruptor Coterie is Acquired By Mammoth Brands
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Coterie created a premium niche in the U.S. diaper and baby care category by providing high-performing, gentle diapers products free-from dozens of ingredients commonly found in diapers. Coterie Mammoth Brands, the modern consumer goods company started by the creators of Harry’s, announced it is acquiring Coterie, the premium baby care brand that counts celebrity Karlie Kloss and Ashley Graham as investors. While details of the transaction were not disclosed, the deal could value Coterie at over $1 billion, a standout achievement for a brand launched less than six years ago. A Consumer Goods Success Story Coterie has rapidly made its mark on the babycare segment, setting out to disrupt the diaper category by launching high-performing hypoallergenic diapers that contrasted with what was offered in the market. The diaper industry is still dominated by Procter & Gamble’s Pampers as well as Huggies, owned by Kimberly-Clark, which together own 75% of the diaper market share in the U.S. However, Coterie has managed to carve out a space in a market dominated by historic brand leaders by bringing an innovative product and road-to-markeet alternative to parents. “We are incredibly proud of the business we’ve built, carving out a niche against established incumbents as one of the fastest-growing premium diaper brands. Coterie was founded in 2019 on the principle that the status quo in the diaper industry wasn’t good enough,” shared Jess Frenchman Jacobs, CEO of Coterie. Indeed, Coterie now owns the premium baby care segment thanks to superior, high-quality diapers developed with safe and gentle materials for babies. The brand’s diapers are free from fragrance, parabens, chlorine bleaching, latex, phthalates, and dioxins, which are potentially harmful ingredients commonly found in other brands. The higher price point is therefore easily justified, and has been received well by parents looking to provide safer products to…
Filed under: News - @ October 20, 2025 12:29 pm