About Naty
Eco by Naty is the pioneering Swedish eco baby care brand that created the world's first plant-based disposable nappy. Founded in 1994 by corporate lawyer Marlene Sandberg, the company emerged from her growing environmental awareness after reading about the half-ton of petroleum-based nappy waste each baby generates annually. Sandberg invested five years in research and development before launching in 1999, creating innovative technology including a non-GMO cornstarch back sheet and a unique quick-spread absorbent core. The early years were challenging - a negative Swedish TV review nearly bankrupted the company - but persistence paid off when Naty entered the UK market in 2002, quickly capturing 7% of nappy sales at Sainsbury's. The brand earned the prestigious OK Biobased Certification from Vincotte, becoming the first eco nappy to achieve this demanding independent environmental standard. In 2005, Naty expanded beyond baby care into eco-friendly feminine hygiene products including sanitary pads, pantyliners and tampons, applying the same plant-based philosophy across all product lines. Now operating in over 35 countries across four continents, Naty was acquired by The Humble Group in 2021. The current product range at UK retailers like Ocado includes nappies in all sizes, nappy pants, baby wipes (including flushable options), baby lotion, and the Nature Women Care feminine hygiene range.