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Pampers Bets on Emotion and TikTok

Plus: Disney licensing lands in baby skincare

Author

Zihan Lyu
September 11, 2025 • Estimated Reading Time: 4 minutes

Baby Boom

Here's what's happening this week in the world of maternity and baby care e-commerce:
- Pampers debuts emotional, social-first diaper strategy.
- Disney teams with Honest on baby skincare.
- True Botanicals certifies pregnancy-safe hero products.

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Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Honest unveiled a Disney-branded line across its core bath and body SKUs, marking Disney’s first baby skincare collaboration. The move pairs clean-ingredient positioning with iconic IP to unlock new shelf appeal and collectible packaging economics. Expect licensing-led innovation to draw Disney households and expand baskets across mass and DTC.

Pampers launched a refreshed brand ethos with an NFL kickoff anthem and a social-first platform, including influencer partners and a TikTok "World’s Biggest Birth Announcement" UGC sweepstakes. The shift leans into cinematic storytelling over product-first ads to reach millennial and Gen Z parents at scale. Expect heavier video and creator investments around tentpole moments to pressure rival share of voice and retail media plans.

London-based BoobyBiome secured seed funding to launch a device that protects breast milk’s anaerobic microbes from oxygen loss and to develop live microbiome drops for formula-fed infants. The attachment targets universal bottle compatibility with a UK DTC launch slated for 2026 and EU/US expansion to follow. Bottle, pump, and retailer ecosystems should assess partnership and claims strategies around storage, freshness, and infant gut health.

⚡QUICK READS

True Botanicals Earns Pregnancy-Safe Certification On Bestsellers: Three hero SKUs now MADE SAFE certified, signaling rising demand for verified non-toxic prenatal skincare and creating a clearer compliance lane for beauty merchandising.(More)

Jool Baby Expands Nova Swing Line: New accessories like a removable canopy and toy bar signal more bundle-ready gear plays and cross-sell potential in mid-priced nursery essentials.(More)

Wirecutter Crowns Baby Trend As Top Stroller Wagon: Wirecutter’s 2025 pick favors Baby Trend Expedition 2-in-1 for value, likely shifting search share and rankings across marketplaces in the stroller-wagon subcategory.(More)

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