Diaper and wipes brand Freestyle announced it has closed a $10 million Series A funding round led by consumer growth equity firm Silas Capital, with participation from ECP Growth. The investment comes at a pivotal moment for the category, as a new generation of parents increasingly seeks cleaner, softer, higher-performance alternatives to legacy diaper brands. Originally launched as a digitally native brand, Freestyle is now scaling rapidly across national retail, including recent launches in Walmart and Target stores nationwide.

Freestyle offers high-performance diapers and wipes designed to support babies’ sensitive skin while delivering exceptional absorbency and comfort. The brand’s flagship diapers combine advanced absorbency technology with skin-safe, non-toxic materials, and are Total Chlorine Free and EWG Verified, meeting rigorous standards for safety and transparency. Since launch, Freestyle has rapidly expanded its presence across national retailers and digital platforms, driven by strong consumer demand and repeat purchasing.

“Freestyle was created by parents, for parents, and brings a new level of thoughtful design and high-performance engineering to the baby aisle,” says Russ Wallace, co-founder and CEO of Freestyle. “Our goal is to check all of the boxes for modern, discerning parents.”

Mike Constantiner, co-founder and chief brand officer, adds: “Parents today are incredibly informed and intentional about the products they bring into their homes. With Silas Capital as our investment partner, we’re excited to accelerate innovation, expand access and continue building a brand that meets the evolving needs of families everywhere.”

Silas Capital has built a reputation for partnering with beloved consumer brands that combine product innovation with strong community engagement. The firm’s investment in Freestyle reflects its continued focus on supporting companies reshaping legacy consumer categories across personal care, wellness and beauty.

“Freestyle brings a fresh perspective to baby care through a thoughtful combination of product performance, design and brand storytelling — at a price point that makes it an exceptional value for today’s families,” says Frank Lin, partner at Silas Capital. “The team has built incredibly strong early momentum across both retail and digital channels largely through word-of-mouth, and we believe Freestyle is uniquely positioned to become the leading brand in the next generation of baby care.”

The new funding will support Freestyle’s next phase of growth, fueling continued investment in product development, scaled supply chain infrastructure and high-impact brand-building through marketing and community-driven brand initiatives. The company plans to expand its product portfolio with performance-leading innovation, deepen strategic relationships with national retailers and increase marketing investment across digital, retail media and community channels.

Existing investors in the round include Mucker Capital, Adapt Ventures, Superangel, and others who are further empowering Freestyle’s vision for growth.