Diapers are a tricky category. Proctor & Gamble and Kimberly-Clark control ~70% of the diapers market in the US through their brands Pampers, Huggies, Luvs, BumBum, and Ninjamas. BUT! I was able to find some good alternatives, even a black-owned brand!
I will admit though – none of the brands I found were particularly affordable when comparing to brands like Pampers and Huggies. If you need to shop these brands to make things work for you and your family, I think that’s okay. It’s hard enough to have a baby and raise children in the US right now, and maybe the best you can do is shop less at Amazon, Target and Walmart in other ways. And if that’s the case, it’s okay. Moms especially have to deal with so much parent guilt, don’t make yourself feel guilty for not perfectly sourcing your diapers!
I focused on disposable diapers for this analysis, but if you’re interested in cloth diapers there’s a great Cloth Diaper subreddit for more info on how to get started with those. I also found two black-owned cloth diaper brands – Forever My Babies and Cultured Diapers.
I’ll be following this up next week with a deep dive on where to buy diapers with more retailer options.
Local: Grocery stores often have diapers, or potentially local pharmacies and health stores.
Direct: If you prefer a brand that isn’t covered on this list, check their website to see if you can purchase directly.
Thrifting & Free: Diaper banks are an amazing resource for free diapers for those in need. Here is a list of diaper banks across the US, though I encourage you to search “diaper bank + [your city]” to see all available options. I couldn’t find a similar map overview for Canada, but there are diaper banks there like The Diaper Bank of Toronto. I don’t think there’s really as many thrifting options for diapers, but sites like Mercari and eBay do have diapers from sellers.
Earth Eden: Owned by First Quality, a family-owned company that makes diapers (adult and baby), feminine care, and other personal care products. They do not have a public diversity policy listed which can be common for smaller/mid-size companies, and have not spent any money on lobbying the last two years.
Ingredients: No lotions, parabens, fragrance, or chlorine bleaching with more than 20% plant material. They also note that their diapers are TBT-free but don’t define what that is.
What they have: Diapers (Sizes N-7), wipes. Auto-ship/subscribe & save available with 15% discount. Earth Eden does not ship to Canada.
Cost: Their Size 1, 176-count diapers are $38.24 with auto-ship and $44.99 without [$0.22 or $0.26 per diaper]
Bambo: Owned by the Abena Group, a Danish company that products and distributes incontinence and other healthcare products worldwide. The Abena Group is family-owned and on their website note they “consider diversity a strength” though they don’t seem to have a full diversity and inclusion structure or process. The Abena Group and Bambo do not have a profile on OpenSecrets.
Ingredients: No chlorine, allergens, parabens, and dyes. They also note that their products are free from all known harmful chemicals.
What they have: Diapers (Sizes N-6), overnight diapers, training pants, night pants, wipes, baby lotion, body wash, oil, & shampoo. Auto-ship/subscribe & save available with 15% discount. Bambo does ship to Canada!
Cost: Size 1 216-pack is $59.93 with subscribe & save or $70.50 for one-time purchase. [$0.28 or $0.33 per diaper]
Parasol: Founded by Jessica Hung, the current CEO, and based on Tracxn, does not seem to have any large (aka venture capital) investors. My guess would be that Jessica Hung owns the company outright or with a smaller group of investors. Parasol does not have a careers page or public diversity policy, though Jessica Hung is a first-generation Taiwanese immigrant. They also do not have a profile on OpenSecrets.
Ingredients: No chlorine, alcohol, dyes, fragrances, lotion, parabens, phthalates, preservatives, latex, or heavy metals. Auto-ship/subscribe and save is the only way to order from their site, but you get a 15% discount. Parasol doesn’t ship to Canada directly though they are available at Well.ca (have not looked into this company).
What they have: Diapers (Size 1-6), training pants, wipes.
Cost: Size 1 320-pack is $96 [$0.30 per diaper]
Kudos: Kudos’s main differentiation is that their diapers are lined with cotton versus plastic which is meant to be better for babies’ skin. Founded by Amrita Saigal and featured on Shark Tank. Privately held and backed by venture capital. Kudos does not have a public diversity policy or a profile on open secrets.
Ingredients: Lined with 100% cotton. No chlorine, lotions, fragrances, natural latex, parabens, phthalates.
What they have: Diapers (Size 1-6), wipes. Auto-ship/subscribe & save available with 12% discount. Kudos does not ship to Canada.
Cost: Size 1 210-pack is $84 with subscription, $95 without. [$0.40 or $0.45 per diaper]
TinkyPoo: Black-owned and founded by Nadiyah Spencer. They have cute little designs on their diapers that feature babies of color and African prints. TinkyPoo does not have a careers page with a public diversity policy, but they are black-founded and owned. TinkyPoo does not have a profile on OpenSecrets.
Ingredients: No chlorine, latex, fragrances, or parabens
What they have: Diapers (Size 1-4) in multiple patterns and baby wipes. They don’t offer auto-ship/subscribe & save or bulk discounts. TinkyPoo does not ship to Canada.
Cost: Size 1 34-pack is $13.99 [$0.41 per diaper]
Coterie: Privately owned and venture capital-backed for now, but according to Reuters as of August 2025 they are in discussions to sell to Mammoth Brands. Mammoth Brands is privately owned and venture capital-backed and is the parent company for Harry’s, Flamingo, Lume, and Mando. Coterie does not have a public diversity policy listed on their careers page, or a profile on OpenSecrets.
Ingredients: No added fragrance, lotion, latex, rubber, alcohol, parabens, phthalates, pesticides, chlorine bleaching, VOCs, or optical brighteners. Made from 25% plant-based materials.
What they have: Diapers (Size N-7), training pants, swim diapers, diaper cream, baby lotion & body wash. Auto-ship/subscribe & save available with 10% discount. Coterie does not ship to Canada.
Cost: Size 1 diapers in a 198 pack is $80.75 with a 15% off code (BETTERSLEEP15, not sure if that’s a first time only discount) or $95 without the discount. [$0.41 or $0.48 per diaper]
EcoPeaCo: Canadian company founded and operated by married couple Kelly & Adrian Pereira. As far as I can tell, is privately-held by either the founders or founders and investors. They don’t have a careers page or a public diversity policy, but they do have blog posts about choosing LGBTQIA+ books and books about race & racism to read to your kids so I would say they at least appreciate the importance of diversity. Eco Pea does not have a profile on OpenSecrets.
Ingredients: No dyes, silicone, parabens, phthalates, synthetic fragrances, formaldehyde donors
What they have: Diapers (Size N-6), training pants, wipes, baby body wash, bath, and detangling conditioner. Auto-ship/subscribe & save available with a $10 discount. They’re Canadian so they have a dedicated Canada site.
Cost: Size 1 180-pack with subscribe & save is $89, or $99 for one-time purchase. [$0.49 or $0.55 per diaper]
Terra: I couldn’t find much about their company other than they are New Zealand founded and based. They do not have a public diversity policy or careers page I could find on their site. There are two profiles (Terra Group, Terra Holdings) on OpenSecrets, but I’m not sure if either of them are the same as the diaper company. Both companies listed did not spend any money on lobbying in the last two years.
Ingredients: No chlorine, fragrance, latex, parabens, phthalates or bleach. Diapers are made from 85% plant-based materials. Their wipes are 100% bamboo.
What they have: Diapers (Size N-6), training pants, baby wipes. Auto-ship/subscribe and save available. They don’t ship to Canada from their site, but they are available at Canadian retailers.
Cost: Size 1 192-pack is $100.44 with subscribe and save, or $111.60 as a one-time purchase. [$0.52 or $0.58 per diaper]. Note – these may be cheaper on other retailers vs. their site.
Proudly: Founded by Gabrielle Union and Dwyane Wade and backed by venture capital. Proudly focuses on creating baby products focused on the unique needs of melanated skin. Proudly supports DEI and does not have a profile on OpenSecrets. Unfortunately though, their diapers are currently sold out on their website.
Millie Moon/Rascals + Friends: Owned by Zuru LLC, a New Zealand and Hong Kong based company. Zuru owns or directly manufactures products across toys, consumer goods, and construction categories. It’s privately held by the brothers who founded the company, Mat and Nick Mowbray. Zuru does not have a profile on OpenSecrets, and does not have a clear diversity policy which can be common among international companies.
My thoughts: Millie Moon is sold only at Target and Walmart according to their website, while Rascals + Friends is exclusively sold at Walmart. While I don’t recommend shopping at either Walmart or Target, at least if you do for whatever reason these are good brands/companies to purchase.
HealthyBaby: Founded by Shazi Visram and Joe Kulak, privately held and backed by venture capital. They do not have a public diversity policy or a profile on OpenSecrets. They claim that they’re a certified B Corp but the only listing I could find was for HappyFamily Organics, which Shazi Visram also founded but sold to Danone in 2013, does have a listing as a B Corp.
My thoughts: To be honest, there’s nothing that bad with these guys, but I don’t like that I can’t find the B Corp listing page for this company, yet they claim that they are a B Corp. The founder’s prior company is a B Corp, but she sold it off to Danone so it’s not the same company. It could be something I’m missing, but seems sketchy to me.
Pura: UK-founded company that’s privately held and backed by private-equity funding. Dyper: Privately held but backed by private-equity funding.
My thoughts: There’s a lot of other alternatives available that aren’t backed by private-equity, so I don’t feel the need to support. But if this brand really works for your baby, it’s not the worst out there.
The Honest Company: They’re NOT honest! Started by Jessica Alba and two co-founders in 2012, it’s now publicly traded with institutional investors as the largest shareholders.
The Issues: In 2015 consumers complained their sunscreen was ineffective and led to people getting sunburned. In 2016 the Wall Street Journal reported how their laundry detergent contained sodium lauryl sulfate (SLS) even though the company pledged never to use it. The Honest Company settled a lawsuit for false advertising related to SLS inclusion in products for $1.5 million. Later in 2016 The Honest Company was sued again for false claims – their infant formula was “certified organic” but contained 11 synthetic substances prohibited in organic products under federal law. The suit was ultimately dismissed although the organization behind the lawsuit filed an appeal. While these issues happened nearly 10 years ago, the fact that the Honest Company was dishonest about their ingredients across multiple product types gives me a ton of concern as to whether they’re actually *honest* about anything.
Hello Bello: Owned by private equity firm Hildred Capital Management.
Pampers/Luvs/Ninjamas/BumBum: Owned by Proctor & Gamble, who also own a wide variety of personal, home, and other consumer packaged goods products brands like Tide, Crest, Gillette, etc. P&G raised prices substantially during the pandemic, to a point where it’d be considered price-gouging, basically because they could – often because of the dominance of their brands in the marketplace. As noted in The Guardian article – “The influence of consolidation is pervasive. A Procter & Gamble executive noted to investors it and Kimberly Clark benefit from controlling 70% of the diaper market.”
My thoughts: I don’t want to support a company that is ripping off consumers because of market consolidation, when their CEO made $21.9 million in the last fiscal year. He technically took a -4.6% pay cut year-over-year, but still is paid 276 times the average worker ($80K/year). P&G is going to raise prices even further starting in August 2025 due to tariffs.
Huggies: Owned by Kimberly-Clark, which also makes Kleenex, Cottonelle, Scott’s, etc. Kimberly-Clark similarly raised prices during the pandemic. Both P&G and Kimberly-Clark raised prices on diapers, despite raw material prices going down.
My thoughts: Similar to P&G, I don’t want to support a company that rips off consumers because it can through market consolidation. Kimberly-Clark has said that they won’t raise prices for now because of tariffs, but who knows if that will change in the future.
Seventh Generation Diapers: Owned by Unilever, who also owns/makes Dove Soap, Ben & Jerry’s, TreSemme, Suave, and other personal, home, and food products. They also raised their prices significantly during the pandemic. Unilever has also tried to silence or oust Ben & Jerry’s cofounders for their vocal opposition to the genocide in Gaza.
My thoughts: Similar to P&G and Kimberly-Clark, I don’t want to support companies that rip off consumers to pad their bottom line. I also think what they’re doing to the founders of Ben & Jerry’s is bullsh*t, and trying to silence the founders for criticizing genocide is just downright disgusting.
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