A NEXT-GENERATION LOOK. THE SAME TRUSTED CORE.   

Since 1994, Naty has existed to challenge the norm. What began as one Swedish mother’s concern about the chemicals and fossil-based plastics in conventional nappies and on skin has grown into a global movement toward certified, bio-based, and skin-safe hygiene care.

For decades, we've proven that you can create high-performing nappies, wipes, and period care with biobased materials, third-party certifications, and full transparency. We’ve introduced firsts in everything from 100% biobased materials on skin nappies to the highest standard skin safety certifications, all while prioritizing performance and trust.

Now, in 2025, we’re entering a new chapter — one that simplifies how we show up in the world, while staying true to what we stand for. 

WHY WE’RE MOVING FROM “ECO BY NATY” TO “NATY”

The word “eco” once stood for progress. But today, it’s used freely — often without proof. At Naty, we’ve always backed our claims with certifications, not slogans. From Oeko-Tex®, Dermatest and GOTS to FSC®, Vegan, and COSMOS Natural, our products have been independently verified to meet the highest standards for skin safety and material responsibility.

We’re evolving beyond the label because our work speaks for itself. The Naty name has come to stand for something stronger: a leader in biobased hygiene care that’s proven through action, not just appearance.

So, while we’ve removed eco from our logo, nothing about our promise has changed.

WHAT THIS MEANS FOR YOU 

Throughout 2025, you may still see Eco by Naty on some packaging and in search results — especially during the transition period. But whether you pick up a product marked “Eco by Naty” or “Naty,” the formula, certifications, and safety standards are the same. 

• Our original nappies remain 100% biobased on skin and independently tested, while becoming upgraded into BioEmbrace with a new name and better product 
• Our wipes and toiletries continue to meet COSMOS Natural and compostability standards 
• Our feminine care is made with organic cotton top sheet and certified safe for sensitive skin 
• Every product is still vegan, and certified by third-party experts 

What’s changing is only the name — not our mission. 

A STRONGER GLOBAL NATY 

This rebranding isn’t just about simplification. It’s about building a stronger, unified brand across markets — so whether you discover us in Sweden, the UK, Germany, the US, South Korea, or beyond, you know you’re choosing a brand rooted in Sweden’s tradition of innovation, certified by experts, driven by skin-first care, and guided by planet-conscious choices.

Naty is here for the next generation of families. For babies. For women. For every body. And we’re just getting started.