Does the world need another diaper company?
Coterie founder Frank Yu didn’t think much about diapers until he went to a baby shower halfway around the world and happened upon a brand of Japanese diapers that were so soft and luxurious that he mistook them for cashmere. He went down the rabbit hole of diapers and quickly found that the vast majority of diapers on the market haven’t changed since 1985. In fact, 80% of the US diaper market is dominated by two brands, which means that there hasn’t been any drive to innovate beyond aesthetics.
Back to cashmere
Remember those super-soft Japanese diapers? Frank began to think, if you can make diapers feel better, shouldn’t you also be able to make them work better? From there, Coterie grew from a three-year, five-country research project into the world’s most high-performing diaper, built from the ground up to be superior in every way.
More than a diaper
Coterie isn’t about how Frank became an accidental diaper engineer (though if anyone wants to talk wicking, he’s here for that). It’s about the idea that parents and babies deserve products that are just as innovative, high-performing, and good-looking as the things we use in other areas of our lives. That’s why our small but mighty team obsesses over every detail of our diapers and wipes — the materials, the functionality, the design — to ensure that they work better, feel better, and look better than anything else on the market.
And at the end of the day, we make diapers. But if we can make diapering just a little bit easier — delightful, even? — how amazing would that be? Almost as amazing and funny as parenting itself.
- Peace of Mind
Coterie is based in New York, with team members around the globe. We’re always looking for smart, curious people who are excited about building a modern parenting brand.View Open Roles