Luxury diapers? Yes, it’s a thing and Coterie is a key player with its self-claimed safe ingredient, high-performance diapers.
The brand has gotten the nod of approval from Hailey Bieber (Coterie made the celebrity’s organic Instagram post of her favorite baby products) and passed the approval bar for upscale Los Angeles grocer Erewhon to sell it. Parents like the diapers and tell their friends, as word of mouth drives 40% of Coterie’s sales, CEO Jess Jacobs said.
This buzz caught the attention of Mammoth Brands, and the owners of Harry’s, Flamingo and Lume acquired Coterie in Q4 2025. Coterie has $200 million in annual sales, a 60% year-over-year growth rate and profitability, according to the acquisition press release, marking it as an attractive brand to acquire.
Jacobs shared more about Coterie’s growth path, marketing high notes and future plans in a sit-down interview with Chief Marketer.
Coterie’s Simple Approach Leads to Big Growth
Coterie debuted in 2019 with its “safe ingredient” diaper that was plain white and with one SKU per size. This simple approach has served it well as shoppers that have discovered its diapers are loyal subscribers: About 90% of Coterie’s sales are directly from its website, and 10% are at retail stores. Of its online web sales, subscriptions are the lion’s share of its revenue at 90%, and it retains 98% of those subscribers month over month. For customers who have had a subscription for two years, that reorder rate is 100%, Jacobs said.
Recurring revenue like this is clutch for any brand. For a product that is soiled and thrown out eight times a day (rough average), the high-frequency use of diapers makes sense for a subscription.
Retail as a Marketing Channel
Of the remaining 10% of sales, Coterie sells in grocers Whole Foods, Wegmans and Erewhon. Coterie is the top-selling diaper brand at Whole Foods, and it makes up 86% of the diaper category’s sales and 100% of the growth for Whole Foods, Jacobs said.
Plus, shoppers who discover the diapers in store are finding their way to Coterie’s sticky subscription business.
“Retail for us has been a true marketing channel in discovery,” Jacobs said. “About 12% of our D-to-C subscription customers come to us because they tried us on shelf. So that’s been a beautiful funnel for us and really successful.”
Currently, Coterie and Mammoth are strategizing where the diaper brand goes into retail next.
“It’s really worked well for us to be very methodical and strategic about not being everywhere, so to speak, because we can keep such a close connection to how we’re showing up exactly for the customer,” Jacobs said.
By having a subscription customer and owning that shopper data, Coterie knows how long each of its customers have been buying a certain size diaper. The brand knows on average how long a baby wears each size of diaper and can suggest for the customer to purchase the next size up when its time. This is helpful for the customer, but it’s also key for Coterie, Jacobs said, as a diaper that is too small can leak.
“The No. 1 reason why someone would leave Coterie is because a leak due to the wrong size,” Jacobs said. “We’re able to help keep people in our world that way, whereas on shelf, you’re not able to have that direct relationship.”
Marketing Initiatives
Beyond word-of-mouth and on-shelf retail expansion, Coterie has marketed using the traditional channels of search, social media, out-of-home, as well as influencers and event marketing.
The brand recently hired TV host Andy Cohen to post content about Coterie’s flushable wipes. Cohen was already a customer and has children who used diapers and are now using the wipes. He posted humorous videos about using the products.
To play up its absorbent diapers, in April Coterie centered its marketing campaign on “April showers.” Coterie had out-of-home advertisements featuring rain and flowers. Its social media posts featured young children giving old-school weather reports on the rain. Plus, the brand had an umbrella installation and umbrella giveaway in Brooklyn’s Domino Park for a week during the month.
One non-paid marketing boost Coterie benefited from was in 2025 when celebrity Hailey Bieber posted on her Instagram a list of her favorite pregnancy, postpartum and newborn products. Coterie found out it had made the list when everyone else did.
“It’s far less common for celebrities to be talking about the diaper brand they use,” Jacobs said. “It’s quite a validating moment to say, wow, we’re a diaper brand that can be a part of the cultural zeitgeist.”
The brand received a huge surge in site visits on that day, Jacobs said without revealing any specific sales from the post.
Coterie Turns to New Products To Increase Customer Lifetime Value
Most children age out of diapers between 2 and 3 years old, meaning Coterie’s customer lifetime value doesn’t extend beyond when a parent’s youngest child is potty trained. Although Coterie is committed not to add more diaper SKUs for different contexts, it is expanding into adjacent categories, including wipes and baby skincare products.
After three years in research and development, Coterie launched a skincare line of lotion and soap in September 2025.
The customers who are buying its skincare products are a healthy mix of returning and new customers, although there are more new customers than expected, Jacobs said.
Coterie is still in the “learning phase” of the product launch, in terms of determining how often a customer uses the product and how long it takes her to finish a bottle.
