Naïf and Woosh Set a New Standard for Baby Care: From Shampoo to Diapers
Naïf, a pioneer in gentle, microplastic-free baby care, and Woosh, known for its innovative approach to eco-friendly diapers, share a common mission: leaving the world a better place for the smallest among us. Sjoerd Trompetter (co-founder of Naïf) and Romiena Decoutere (COO of Woosh) discuss their collaboration, shared vision, and hopes for the future.
"You’re both pioneers in your industries but have different approaches. How did the idea for collaboration come about, and how do you complement each other?"
Sjoerd (Naïf): "Our shared promise for the future of babies is what connects us. Woosh focuses on the entire journey, from production to distribution and recycling of materials, and has developed a groundbreaking solution for the diaper industry. We want to create baby care products that parents can use without worry – because as a parent, you already have enough on your mind. That means high-quality, gentle care without microplastics. Together, we’re working towards less waste and setting a new standard in the baby industry. It’s inspiring to strengthen each other in this way."
Romiena (Woosh): "Our mission is to create a world without diaper waste. We do this by recycling diapers and reducing the waste pile. Naïf fits perfectly into that picture: they make baby care products without microplastics, while we strive for as much reuse of plastic as possible. We already knew each other from previous projects and quickly realized that our philosophies align seamlessly. Both brands target the same audience and complement each other beautifully. So, this collaboration was really a logical next step."
Tackling the Waste Problem
The waste generated by disposable diapers is enormous: in Belgium alone, thousands of diapers end up in landfills every day (around 7.5% of residual waste in Belgium consists of diapers). Woosh aims to address this issue by recycling used diapers and reintroducing reusable materials into the market. This process has a significant impact on reducing CO₂ emissions.
Naïf tackles the problem from a different perspective: by driving change as a pioneer in the care industry. For instance, they were the first to introduce plastic-free baby wipes to the market. They show that it’s possible: care products without microplastics, made with high-quality ingredients and gentle on (baby) skin. Products you can truly rely on. Together, the brands are setting a new standard in the baby care industry.
"What or who inspires you to keep building toward a better future?"
Romiena (Woosh): "For us, it’s simple: every diaper, every change, every pickup and delivery with Woosh helps us achieve our goals. It’s incredibly satisfying to know that we’re making a real difference. The feedback from our Woosh members – parents, daycare centers – keeps us motivated. They tell us how important our mission is. The same goes for our collaboration with Naïf: by working together, we keep innovating and improving, challenging the status quo. The shared DNA of our brands drives us to keep striving for impact."
"If you look 10 years ahead, what does the baby care industry look like?"
Sjoerd (Naïf): "We hope that high-quality, gentle baby care will have an even stronger foothold, both in the Netherlands and beyond. And we know it’s possible! Over the past years, we’ve already supported many babies and parents through the wild ride we call parenthood. Together with Woosh, we want to show that it’s possible for brands to make a real impact."
A Glimpse into the Future
Naïf and Woosh are more than partners; they are allies in the fight for a new baby care industry. Together, they’re taking steps toward a world with a new standard for baby care: from baby shampoo to diapers. As Romiena aptly puts it: "At Woosh, we firmly believe: every change matters." .
Want to learn more about these companies? Visit Naïf and Woosh.