Independent diaper brands are increasingly expanding through retail partnerships to broaden distribution and drive growth as they compete with established players like Pampers and Huggies.

This week, Parasol Co. announced an exclusive U.S. retail partnership with Target. The brand, which began as a direct-to-consumer business, launched in 375 Target stores in 2024 and expanded to 1600 locations in 2025. With this latest expansion, Parasol is now offering an exclusive in-store assortment that includes its RashShield Protection Diapers in sizes Newborn through 6, along with two wipe options—100% Organic Cotton Baby Wipes and Pure Water Natural Baby Wipes.

“Parasol began with years of traveling, sourcing materials and working closely with manufacturers and experts to develop products gentle enough for babies’ most sensitive skin,” says Jessica Hung, co-founder and CEO of Parasol Co. “Along the way, we listened closely to parents and continuously refined our designs based on their feedback. The trust we have earned from families has allowed us to grow thoughtfully, and our assortment now being exclusively available at Target enables us to bring our preventive diaper care approach, from RashShield protection diapers to our 100% organic cotton baby wipes, to more parents across the country.”

Parasol is not alone in this shift. Other direct-to-consumer baby care brands have expanded into retailers in recent years. Debuting in 2021, Kudos, which makes a disposable diaper lined with a 100% cotton topsheet, launched in 400 U.S. Target stores in August 2024. After far exceeding sales expectations with that initial launch, the brand doubled its footprint to more than 800 stores nationwide in March 2025.

“Year over year, we’re continuing to see demand for natural disposable diapers outpace demand for traditional disposable diapers, with smaller brands, like Kudos, increasingly capturing market share from industry incumbents,” says Moira Finicane, head of marketing, Kudos. “Nowhere has this been more clear to us than with our Target retail launch, where we sold out of our first month’s supply of inventory in just one week.”

Stay up to date with all Nonwovens Industry content by subscribing to our newsletter.

While some brands are growing through deeper U.S. retail partnerships, others are combining retail expansion with geographic growth. This week, Millie Moon announced that its Luxury Diapers, Sensitive Wipes and Ms. Rachel Training Pants are now available nationwide at Walmart Canada. Walmart Canada will also be the exclusive Canadian retailer for the brand’s Ms. Rachel Training Pants.

Millie Moon first entered Canada in 2023 at Loblaws stores, and last year its diapers and wipes rolled out to Walmart in the U.S. and Woolworths in Australia. The brand originally launched exclusively at Target in the U.S. in 2021.