Baby Care Brand Coterie Enters the Skincare Market

Premium baby care brand Coterie is changing diapers (and a new direction) with entry into the skincare category.

Its new line features thoughtfully engineered products designed to prevent skin issues and protect babies’ delicate microbiome. It includes First Wash, a gentle cleanser for hair and body; Soft Cream, a moisturizing lotion; and its hero product, the Bun Balm, a nourishing and protective balm.

Coterie’s unique customer-centric model has aimed to disrupt the traditional baby care market, officials say, creating a profitable direct-to-consumer brand beloved by over 300,000 families. The subcategory is reportedly growing 22% annually, and the brand says it’s achieving remarkable growth while maintaining profitability for more than a third of its six-year history. Coterie generated over a reported $160 million in revenue in 2024 (a 60% year-over-year increase), and built a community of over 120,000 active subscribers with 70% retention for over 12 months, driving over 90% of gross sales from returning customers.

“Since Coterie began, we’ve remained committed to our mission of making parents’ lives easier, only launching products that are truly innovative and differentiated from what’s on the market, rather than proliferating it with more of the same,” said Jess Jacobs, CEO of Coterie. “After more than two years of rigorous research, development, and extensive clinical testing for each of our formulas, we’re incredibly proud to share our skincare collection with our dedicated community and stay true to the principles that define our brand while setting ourselves apart in a crowded market.”

Minimalist, Multitasking Regimen

The personal baby care market is a $1 billion industry dominated by reactive products created to treat issues. Coterie say a gap in the provision of a clean offering that proactively maintains a baby’s skin health and prevents discomfort. Coterie says it’s working to address this gap with a minimalist, multitasking regimen formulated for sensitive skin that meets high safety and performance standards.

The brand’s strategic approach prioritizes quality, safety and “clean” ingredients to ensure every product delivers genuine value to its parent-powered community, makers say.

The skincare collection has reportedly undergone extensive pediatrician and dermatologist testing, is hypoallergenic, microbiome-friendly, vegan and free from fragrance, petrolatum, is cruelty-free, rated safe to use by the Environmental Working Group, and has the National Eczema Association’s Seal of Acceptance.

The Line

The line includes a wash; Soft Cream moisturizer for daily use; Bun Balm, a petrolatum- and zinc oxide-free balm that provides a protective shield for baby’s diaper area, helping to prevent irritation and chafing; a Skin Essentials Set including the aforementioned items packaged in a giftable and branded box; and the Mini Set inclusive of travel-sized versions of Coterie’s essential products in a reusable neoprene pouch for a clean baby skin care ritual on the go.

Customers can shop Skincare by Coterie on coterie.com, featuring individual products available for $40 each as a one-time purchase or $35 each with a subscription, and curated sets: Skin Essentials ($120) and Mini Set ($40).