The premium baby care brand serving over 300,000 families launches an all-new line that is clean, gentle, safe, and incredibly effective

Today, Coterie, the premium baby care brand known for clean, high-performing diapering products, expands into a new category with the launch of Coterie Skincare. The new line features thoughtfully engineered products designed to prevent skin issues and protect babies' microbiome while seamlessly integrating into daily diapering routines: First Wash, a gentle cleanser for hair & body; Soft Cream, moisturizing lotion; and its hero product, the Bun Balm, a nourishing and protective balm. As one of the most requested product categories from Coterie parents, the collection creates a simple, effective, and clean routine.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250903828914/en/

Coterie's new skincare collection includes the First Wash, Soft Cream, and Bun Balm.

Coterie’s unique customer-centric model has disrupted the traditional baby care market, creating a profitable direct-to-consumer brand that’s beloved by over 300,000 families. The deep trust Coterie has built with families has allowed the company to capture a premium subcategory in the market, a segment that’s growing 22% annually, and achieve remarkable growth while maintaining profitability for more than a third of its six-year history. Coterie generated over $160M in revenue in 2024 (a 60% year-over-year increase), and built a community of over 120,000 active subscribers with 70% retention for 12+ months, driving over 90% of gross sales from returning customers.

“Since Coterie began, we’ve remained committed to our mission of making parents’ lives easier, only launching products that are truly innovative and differentiated from what's on the market, rather than proliferating it with more of the same,” said Jess Jacobs, CEO of Coterie. “After more than two years of rigorous research, development, and extensive clinical testing for each of our formulas, we’re incredibly proud to share our skincare collection with our dedicated community and stay true to the principles that define our brand while setting ourselves apart in a crowded market.”

The personal baby care market is a $1B¹, highly fragmented industry dominated by reactive products created to treat issues, lacking a clean offering that proactively maintains a baby’s skin health and prevents discomfort. Coterie is addressing this gap with a minimalist, multitasking regimen formulated for sensitive skin that meets ultra-high safety and performance standards. The brand's strategic approach prioritizes quality, safety, and clean ingredients to ensure every product delivers genuine value to its parent-powered community.

Coterie prioritizes transparency and stands as the first baby brand to publicly publish safety reports, giving additional insight into product testing and results. The skincare collection has undergone extensive pediatrician and dermatologist testing, is hypoallergenic, microbiome-friendly, fragrance-free, petrolatum-free, cruelty-free, vegan, rated safe to use by EWG, and has the National Eczema Association’s Seal of Acceptance™.

Skincare by Coterie launches with three clinically-tested, premium products that maximize effectiveness with minimal complexity, available for individual purchase or bundled sets:

• First Wash: A gentle, tear-free cleanser for hair & body with a generous lather that rinses cleanly while maintaining skin’s natural barrier. Most bedtimes start with a bath, making the First Wash the perfect first step in your baby’s skin care regimen.
• Soft Cream: A lightweight and nourishing moisturizer for daily use with rich emollients for instant and lasting hydration without any sticky or greasy feel. After washing, follow with Soft Cream to lock in moisture.
• Bun Balm: A nourishing, petrolatum- and zinc oxide-free balm that provides a protective shield for baby’s diaper area, helping to prevent irritation and chafing. Simultaneously, the Bun Balm can tackle troublesome dry patches where needed. Apply Bun Balm to ensure your baby stays comfortable throughout the night.
• Skin Essentials Set: The essential set of baby care products (First Wash, Soft Cream, Bun Balm) for a clean and effective skin care routine, packaged in a giftable & branded box.
• Mini Set: Travel-sized versions of Coterie’s essential products in a reusable neoprene pouch for a clean baby skin care ritual on the go.

Starting today, September 3rd, customers can shop Skincare by Coterie on coterie.com, featuring individual products available for $40 each as a one-time purchase or $35 each with a subscription, and curated sets: Skin Essentials ($120) and Mini Set ($40).

“Baby skin is incredibly delicate and still developing its natural protective barriers,” said Dr. Mona Amin, Member of Coterie’s Council and Board-Certified Pediatrician. “As a mom, I understand the desire to use products that are gentle, yet effective from day one. Coterie's skincare collection is thoughtfully designed with this in mind, transforming everyday care routines into bonding moments between you and your baby.”

Coterie debuted in 2019 with its hero product, The Diaper, before expanding into wipes (including the recently launched Flush Wipe) and now, skincare. The brand ranks as the fastest-growing diaper brand across all its current retail partners, including Whole Foods, Wegmans, and Erewhon.

About Coterie:

Coterie is the leading premium baby care brand dedicated to making parents' lives easier. With over 500 million diapers sold to date and serving over 300,000 families since 2019, Coterie has engineered high-quality, high-performing diapering products designed to support the comfort and well-being of babies and their families. Combining innovative technology, superior materials, and rigorous testing, Coterie delivers reliable essentials–including diapers, wipes, and skincare–crafted to offer unmatched softness and performance, and addressing skin sensitivity. As the first diaper brand to publish third-party lab testing results, Coterie is committed to product safety and transparency and empowering parents with peace of mind. The company also offers a concierge subscription service that allows parents to seamlessly manage orders, ensuring they never run out of the products they trust. Coterie is the fastest-growing premium baby brand, and ranks as the #1 diaper brand with all its current retail partners, including Whole Foods, Wegmans, and Erewhon. For more information, please visit www.coterie.com.

¹ Mintel. “Baby Disposables U.S. Report.” July 2025.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250903828914/en/