New eco-friendly diaper brand Kudos disrupting Pampers and Huggies market

Kudos diapers made with 100% cotton lining and no plastic, fragrances or toxins

Published on Feb. 24, 2026

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Kudos, a new direct-to-consumer diaper brand launched in 2021, is disrupting the disposable diaper market dominated by Pampers and Huggies. Kudos diapers are made with 100% cotton lining and are free from plastic, lotions, fragrances, natural latex, parabens and phthalates. The brand has gained popularity with health-conscious parents seeking non-toxic options for their babies and has even attracted celebrity investors like the Foster sisters.

Why it matters

Disposable diapers have traditionally been made with plastic materials, which has raised concerns among parents about the ingredients touching their baby's skin. Kudos is offering a more eco-friendly and non-toxic alternative that is resonating with consumers looking for safer diaper options.

The details

Kudos was developed by MIT engineer Amrita Saigal and launched direct-to-consumer in 2021. In 2023, the brand scored a deal on Shark Tank with Mark Cuban and Gwyneth Paltrow, and by 2024 was being sold at Target, selling out over five times. Kudos diapers use the brand's award-winning DoubleDry technology with two absorbent layers for extra protection and dryness. Celebrity investors like Erin and Sara Foster have promoted Kudos, citing the importance of avoiding plastic in diapers that are in constant contact with a baby's skin.

  • Kudos launched direct-to-consumer in 2021.
  • Kudos scored a Shark Tank deal in 2023.
  • Kudos began selling at Target in 2024.

The players

Kudos

A direct-to-consumer diaper brand launched in 2021 that uses 100% cotton lining and is free from plastic, lotions, fragrances, natural latex, parabens and phthalates.

Amrita Saigal

The MIT engineer who developed the Kudos diaper brand.

Mark Cuban

Shark Tank investor who made a deal with Kudos in 2023.

Gwyneth Paltrow

Shark Tank investor who made a deal with Kudos in 2023.

Erin and Sara Foster

Celebrity sisters who have invested in and promoted the Kudos diaper brand.

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What they’re saying

“Even the nicest, most luxe, healthy diaper brands are still filled with plastic and have plastic touching your baby.”

— Erin Foster (Instagram)

“Now that I am a mom, I realize how many diapers I go through in a day. I mean, 24 hours a day, they're just sitting in a diaper, imagine if they're sitting in that diaper and it's filled with plastic.”

— Sara Foster (Instagram)

“Parents care so much about the ingredients touching their baby's skin. So you're seeing more of a push toward these brands with natural materials.”

— Amrita Saigal, Founder, Kudos (Modern Retail)

What’s next

Kudos plans to continue expanding its retail presence and product offerings to meet growing consumer demand for eco-friendly and non-toxic baby products.

The takeaway

Kudos' success in disrupting the traditional disposable diaper market highlights the increasing consumer preference for safer, more sustainable baby products that avoid plastic and harsh chemicals. This trend could push major brands like Pampers and Huggies to innovate and offer more natural diaper options.