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 their babies: “74% of parents willing to pay for it, and our incredible, growing community proves to us that parents see Coterie products as a worthwhile investment,” said Frenchman Jacobs in an interview earlier this year.
In addition to its preemium product quality and brand positioning, Coterie also owes its success to its direct-to-consumer model, which has allowed the brand to build a strong community of customers and maintain a close relationship with them in order to both fuel optimal satisfaction as well as receive valuable feedback. As another indicator of succeeses, Coterie leads its category in customer satisfaction with the #1 Net Promoter Score among diaper brands, and has more than 120,000 subscribers.
The brand sold 700 million diapers since 2019 and achieved impressive growth in five years, with net revenue surpassing $200 million and a nearly 60% year-over-year growth in 2024. With this acquisition, Mammoth Brands’ ambition is clear: “By combining Coterie’s beloved brand and products with Mammoth Brands’ capabilities and infrastructure, we’re partnering to redefine the diaper category and accelerate Coterie’s growth to be the leading modern baby care brand,” Andy Katz-Mayfield, co-founder and co-CEO of Mammoth Brands, said in a statement.
Coterie selectively opened its distribution to retail, and is now the fastest growing diaper brand in Whole Foods, claiming 81% of sales, while also being the #1 in Baby Supplies at Erewhon. In parallel to its distribution expansion, Coterie has also expanded its product portfolio to offer gentle and high-quality baby products beyond diapers: the brand offers skincare products, namely hair and body wash and moisturizers.
With the backing of Mammoth Brands, Coterie is in a position not just to keep growing sustainably, but to continue in elevating the standards of baby care, proving that innovation can go a long way even in the most established categories.
Source: https://www.forbes.com/sites/claraludmir/2025/10/20/diaper-brand-disruptor-coterie-is-acquired-by-mammoth-brands/
