Welcome to the New Naty
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.
Pioneering Plant-Based Care: Naty’s Innovation Timeline
At Naty, our mission has always been clear: to develop high-performance hygiene products using certified, plant-based, and skin-safe materials. Since 1994, we’ve challenged the norm by replacing fossil-based plastics with biobased alternatives — offering better choices for babies and parents, while being considerate of our planet.
We push boundaries every step of the way — rethinking how hygiene products are made, used, and disposed of. And while innovation often means taking bold leaps forward, it also sometimes requires taking a step back to ensure the right balance of material availability, safety, and performance. For us, that’s part of the process: testing, learning, and evolving so we can deliver what truly matters, long term.
While many brands are just starting to explore more conscious product design, Naty has been leading the way for over 30 years. Our journey is filled with firsts — innovations in skin safety, material science, and plant-based performance.
Here’s a look at how far we’ve come — and where we’re headed next.
1994–2005: Building the Foundation
- 1994 – Naty was born, with in-house R&D focused on compostable corn starch film — a bold step long before it became industry standard.
- 1998 – Launched our first eco nappy, designed to minimize environmental impact using plant-based materials and be skin safe.
- 2003–2005 – A wave of innovation followed:
- Compostable nappy bags and breast pads
- First feminine care made with compostable materials
These early years set the tone: bold innovation rooted in safer, plant-based design.
2005–2015: Expanding the Offering
- 2009–2010 – Extended into new product categories:
- Launched eco baby toiletries
- Tried our way into organic certified textiles
We continued to broaden our range, always with a focus on safer ingredients and lower-impact materials.
2016–2020: Raising the Bar with Certifications & Full Transparency
- 2016–2017 – Big leaps in certified care:
- OK Biobased wipes & feminine/period care
- GOTS-certified organic tampons
- Baby toiletries with Cosmos natural-certified ingredients
- 2018 – A landmark year: 100% plant-based materials on baby’s skin
- 2019 – Highlights included:
- Diapers and Pants certified with Oeko tex standard 100
- Vegan certification across all Naty products
- Home compostable and Ecocert-certified wipes
- 2020 – We refined every detail:
- Organic cotton veil wrappers for tampons
- Flushable, water degradable certified wipes
This period solidified Naty’s position as the go-to brand for consumers seeking independently certified, high-performing care made with responsibly sourced materials.
2024–2025: Innovation for the Next Generation
- 2024 – Major product upgrades:
- Our softest ever newborn nappy
- Improved performance across nappies, nappy pants, and wipes
- Size 7 nappy pants – because every baby’s journey is individual
- Introduction of Bamboo nappies and pants
- Femcare range certified with Oeko tex standard 100
- 2025 – Continuing the momentum:
- Launch of XXL compostable wipes
- Upgrading Naty Feminine / Period Care: softer pads with improved absorption, and full range in new paper packaging.
- Introduction of BioEmbrace – our next-generation nappy range featuring a new name and better product, with Swedish design clarity
For over three decades, Naty has proven that thoughtful design, rigorous certification, and biobased-based materials can truly reshape hygiene care. From baby to maternity, feminine / period care and beyond, we create products that prioritize skin safety, and material responsibility — without compromise on performance.
And this is only the beginning. Our journey continues.
