Coterie

The companies sells itself on two fronts - design and sustainability. Initially just selling diapers before moving to offer training pants and wipes as well, it boasts greater absorbency and comfort as well as carbon offsetting for every order, and uses recyclable materials where possible.

While the features it offers may not seem revolutionary in other markets, Coterie is modernizing within an industry with only legacy players for competition. In fact, within three years of launching, its sales amounted to 1% of the diaper industry. With strong backing, including from notable celebrity parents Ashley Graham and Karlie Kloss, it can expect to build on this number as time goes on.