Klipriver Business Park
Erf 75 Technology Crescent
Klipriver, Midvaal
1871 Gauteng, South Africa
+27 11 938 9415
customercare@LMDiapers.com
www.lilmasters.co.za

Founded in 2010, L’il Masters is a South African company based in Gauteng. Its beginnings were driven by a mission to create diapers and wipes that genuinely meet the needs of parents and their little ones. What started with a single production line in one location has grown into three manufacturing facilities—two in Johannesburg and one in Durban—with a team of 500 employees today.

Preyesh Bhawan, chief executive officer, L’il Masters, started the company after recognizing a gap in the market: parents seeking high-quality products at affordable pricing. “One key market gap was quality products in private label (OEM) for retail stores in our country,” he explains. “Over the years, we became the largest private label manufacturer in South Africa. Exports of our house brand into our neighboring countries began to grow, especially into Zimbabwe, where our brand L’il Masters became very popular.”

Since its founding, the company has made significant investments to expand production capacity. Between 2014 and 2019, three baby diaper machines and two wet wipes machines were added. In 2020, L’il Masters opened the Durban site, introducing a fifth baby diaper machine to meet growing demand.

In 2021, the company expanded through acquisition, purchasing a competitor in Johannesburg. This move added a third production site and broadened the company’s capabilities with two more baby diaper machines, along with its first adult diaper machine and a sanitary pad machine.

In the three years since, L’il Masters has introduced a baby pull-up line, installed three additional baby diaper lines and replaced its adult diaper machine with a new line. Another baby diaper line is set to be commissioned this year, along with an adult pull-up machine scheduled for the fourth quarter.

In addition to actively investing in expanding its manufacturing capacity, the company is investing in automation technology. “This allows us to produce more of our trusted products faster, ensuring that families continue to receive supplies without delay,” Bhawan says. “Additionally, our R&D teams are constantly innovating, working on new product lines and enhancements—such as specialized designs—to meet evolving consumer needs and preferences.”

L’il Masters’ range of diapers, pull-up pants and wipes is all designed with comfort and practicality in mind. Its diapers feature ultra-soft fabrics, superior absorbency technology and breathable materials that help prevent rashes and discomfort. The company’s wipes are gentle yet effective, made with skin-friendly ingredients suitable for sensitive skin. In line with consumer trends toward sustainability, its R&D has been focusing on introducing eco-friendly options that are biodegradable and better for the environment.

“We recognize that caring for families also means caring for the planet they will inherit,” says Bhawan. “One of the challenges that we face in today’s time is the increase in costs that comes with biodegradable products. In a country like South Africa and its neighboring countries, we have a large population that has weak spending power, and therefore our R&D team constantly applies its resources to finding materials that are more eco-friendly, that can have a balance in cost.”

Beyond product development, L’il Masters has also invested in green technologies to reduce its environmental footprint. Solar systems have been installed at its production sites to offset electricity costs, a major factor in diaper manufacturing. Additionally, the majority of its waste goes back into the recycling process.

In the coming years, the company’s strategic focus is on expanding its product range, particularly with eco-friendly and innovative solutions that meet the needs of modern families. L’il Masters aims to strengthen its manufacturing capabilities, increase its global footprint and develop new, sustainable product lines that help families balance hygiene, comfort and environmental responsibility.

“Our ultimate goal is to become a leading voice in the global hygiene industry—delivering products families can trust and feel good about using every day,” Bhawan concludes.