Independent Brands Shake Up Baby Care Market

Absorbent products categories have been transformed in recent years through the introduction of independent start-up brands offering original ideas to products likes baby diapers, femcare products, wipes and adult incontinence items. Whether the message is one of sustainability, improved performance, economics, or more, these brands are challenging major conglomerates that have been doing business in disposables for decades and inspiring these established brands to also develop new products and new marketing messages for their products.

In part 1 of this feature, here's a look at some of the year’s more inspiring independent baby care brands.


Sposie (toilet training aid)
A finalist for the Hygienix 2022 Innovation Award, Sposie Dribble Potty Training pads help bridge the gap between diapers and underwear by adding a protective absorbent layer to children’s pants, giving caregivers and children added confidence that small accidents will be captured while still giving their children the independence, space and encouragement to learn in their own time.

This potty train