Non-Wovens Industry Trends Report Covers Hilary Duff Partnership

An excerpt from the Non-Wovens Industry's piece on how diaper companies are responding to diverse needs around the globe;

"In November, actor Hilary Duff launched a partnership with Naturalena Brands and its two brands—Happy Little Camper, which offers all-natural and earth-friendly diapers and wipes, and Veeda, a plant-based feminine care line. As Happy Little Camper and Veeda’s chief brand officer, Duff will help bring high quality, cost-effective, natural, and eco-friendly solutions to consumers worldwide, the company says.

Happy Little Camper offers 100% natural cotton wipes, flushable wipes, and natural cotton diapers, all of which are the third party tested and dermatologically approved.

“It’s so rare to find products that are natural and sustainable without sacrificing functionality,” says Duff. “As parents, we want what’s best for our kids and as a woman, it’s important to think about my own health when it comes to what I put in my body. Happy Little Camper and Veeda are changing the way we think about the products we use and I’m so excited to take on this role and help further our mission to provide clean, plant-based products that are safe and accessible for babies and moms.”

As part of her new role, Duff will work integrally on product innovation, creative design, and building brand recognition and overall strategy for both Happy Little Camper and Veeda.

Adrian Forsyth, director, and co-founder of Naturalena Brands, says the company officially launched the Happy Little Camper Natural baby diapers and Natural wipes range in April 2018 after learning a lot from the growth and success of its Natural Cotton feminine hygiene brand Veeda, which debuted in 2013. “We had always planned on extending into baby products because it sat so well with our vision of providing ‘better for you, better for the environment products for women and children,’” he says.

The company identified a lack of transparency from many of the mainstream brands regarding the raw materials used in their product composition, especially now that there are more and more raw materials available that reduce environmental impact and have fewer chemicals in general. “When we design all of our products we ensure a balance between product efficiency, environment, and price,” Forsyth adds.

Happy Little Camper baby diapers feature a natural cotton blended front and backsheet, making the diapers extremely soft on a baby’s skin. The diapers also feature TCF (Totally Chlorine Free) wood pulp to make up the bio core blend.

“It is extremely important to stay abreast of product and raw material innovation,” says Forsyth. “We are always looking for new innovations in raw materials as well as any plant-based ingredients that can be incorporated into our products without sacrificing the products’ efficiency. With innovation and technology advancing as fast as it is right now, it is an exciting time to be in the disposable hygiene space and there is no excuse to not be constantly exploring new opportunities in the marketplace.”

Excerpt from the original article here


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