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Naty AB

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Naty AB
Founded 📆1994 (1994)
Founder 👔Marlene Sandberg
Headquarters 🏙️,
Area served 🗺️
Key people
Founder /CEO Marlene Sandberg
Chairman Bengt Sandberg
Products 📟 Consumer goods
Number of employees
📇 Address
📞 telephone

Eco by Naty (Naty AB) formerly call Naty by Nature Babycare is a Swedish consumer good company, founded by lawyer Marlene Sandberg, [1] that emphasizes ecological and sustainable baby care and feminine hygiene products. The company is owned by Oxeludden Invest AB[2] and Triodos Organic Growth Fund[3], and sells its good in 35 countries,[4][5] including Australia, France, Germany, South Korea, Sweden, UK, and North America.


Company founder Marlene Sandberg was inspired shortly after the birth of her second son and reading an article on the environmental impact of baby care goods to create a company that provided an alternative to the typical petrochemical based disposable diaper.[6] She was compelled further to create an ecological company after auxiliary research into diapers and discovering the hazardous chemicals which many contain as well as that most never biodegrade since they are made from plastic. After seeing the niche in the market, for individuals who want to be green, but are “lazy”, she decided to fill that need[7], with the idea of creating a 100% biodegradable disposable diaper [8][9][10].

Sandberg wanted to find the experts in order to create the best eco diapers on the market, and reached out to Swedish innovator Ove Ahlstrand[7], who helped develop many of the original designs for the diapers and other products[1]. She also was put in contact with an Italian entrepreneur who had developed a biodegradable plastic, and a former director of Volvo who not only invested in Naty, but also became a mentor to her[1].

Although the company was founded in 1994, the first diapers were not launched until 1999.[11]. Sandberg faced difficulties when trying to find manufacturers who would be willing to work with natural materials to produce the diapers.[7] During those five years the company invested heavily in research and development, creating a new diaper core channel with a unique quick spread system, in additional to a non-GMO cornstarch back sheet. Marlene is said to have tested the prototypes on her two sons. The initial diapers were manufactured in Sweden but was later moved to Germany[1]

After the launch of their Nature Boy & Girl line in Sweden, things quickly went downhill [7]. Shortly after launching they received poor test results from Råd&Rön, which turned into a PR backlash. It was compounded by the fact that Sverker Olofsson[12], a Swedish TV host, declared the diapers trash on his show[13]. The backlash hit Naty AB hard and were on the brink of closing[11][12][14].

Naty AB made the decision to pull out of the Swedish market and move into the UK in partnership with Sainsburys.[12]. This proved to be a success. By 2002, Naty AB moved into the UK market and within a few months accounted for 7% of diaper sales at Sainsburys[7]. The company also started searching for independent certifications, in order to combat the PR issue in Sweden. After testing the Nature Boy and Girl diapers received the Good Environmental Choice mark from the Swedish Society for the Conservation of Nature[15]. The company no longer seems to hold the mark. They were also able to move into other countries shortly after this, as well as gain 1% of the Swedish market by 2004[1][7][14].

In 2005 they launched their first product outside of the baby care range: Feminine hygiene. Sandberg said in an interview that the environmental impact of pads and tampons was even greater than that of diapers, and the chemicals in them have a severe impact on women’s health.[16] The following years Naty focused on international growth and developing their existing product lines[5].

In 2017 the company moved their headquarters from Nacka, Sweden, to Stockholm, and rebranded from Naty by Nature Babycare to Eco by Naty, launching a new logo, and packaging.

As of 2018, they have announced their newest generation of diapers, where they are no longer focused on the biodegradability of the diaper, since the industries have not been developed, and are now emphasizing the natural materials, and renewability of their products[17]. The diapers have received a strong recommendation and review from the French consumer testing group 60 millions de consommateur in their 2018 baby care product review[18].

The brand has gone through several name changes starting with Nature Boy and Girl and Naty by Nature. Up until 2017 it was called Naty by Nature Babycare, which is the name they have held for the longest time. As of 2018 all their new packaging held the name of Eco by Naty.

Certifications [edit]

Eco by Naty's main claim is for safe and environmentally friendly products, with a focus on toxin free products, as well as using biodegradable and renewable materials[19][20]. Eco by Naty’s diapers and pull-up pants hold a two-star bio-based rating from TUV Austria (Formerly Vincotte AB)[21].

The company also holds certifications from the French company Ecocert.[22] Both their adult and baby toiletry lines are certified, and made with a, limited list of approved ingredients. The tampons have a GOTS[23] certification for the cotton used, as well as the approval stamp from ICEA[24]. Furthermore, their products have been recommended by the Swedish Asthma, and Allergy Association, and the wipes packaging has certified for the renewability of its products in accordance with ASTM D6866.


  1. 1.0 1.1 1.2 1.3 1.4 Thompson, Associate Professor of Philosophy and Religious Studies John; Thompson, John; Bolton, Bill (2007-03-30). Entrepreneurs. Routledge. ISBN 9781136405648. Search this book on
  2. "Oxeludden Invest AB - Företagsinformation". (in svenska). Retrieved 2018-09-24.
  3. "Naty AB | Triodos Bank". Retrieved 2018-09-24.
  4. "Where to buy |". Retrieved 2018-09-25.
  5. 5.0 5.1 "Terms of Service Violation". Retrieved 2018-10-01.
  6. "Marlene Sandberg Founder of Naty, discusses how she turned an idea into a multinational success". Retrieved 2018-10-01.
  7. 7.0 7.1 7.2 7.3 7.4 7.5 Lyall, Sarah. "THE SATURDAY PROFILE; Swedish Mother's Company Changes the Diaper". Retrieved 2018-09-25.
  8. "Naty AB | Triodos Bank". Retrieved 2018-10-03.
  9. "Throw-away diaper practically disappears after use | CBC News". CBC. Retrieved 2018-10-01.
  10. "Naty AB | The GIIN". Retrieved 2018-10-01.
  11. 11.0 11.1 "Marlene Sandberg - Miljöblöjan - PRV". (in svenska). Retrieved 2018-10-01.
  12. 12.0 12.1 12.2 "Blöjflopp värd 200 miljoner". Aftonbladet (in svenska). Retrieved 2018-10-01.
  13. Katarina., Johansson, (2012). Badskumt Gifterna som gör dig ren, fräsch och snygg. Ordfront. ISBN 9789174411096. OCLC 939804548. Search this book on
  14. 14.0 14.1 "Naty AB - Bokslut & Nyckeltal". (in svenska). Retrieved 2018-11-06.
  15. "Komposterbar blöja". Naturskyddsföreningen (in svenska). 2010-04-12. Retrieved 2018-10-02.
  16. "Your New Go-To for Ecological Feminine and Baby Products: Eco By Naty". Darling Magazine. Retrieved 2018-10-02.
  17. "The Next Generation - blog |". Retrieved 2018-10-01.
  18. consommateurs, 60 Millions de. "Couches, attention toxiques ! | 60 Millions de consommateurs". 60 Millions de consommateurs (in français). Retrieved 2018-10-01.
  19. "Couches-culottes, lingettes, etc. : les parents doivent-ils s'inquiéter ?". Europe 1 (in français). Retrieved 2018-10-01.
  20. Spencer, Elizabeth Helen. "If Your Baby Loves Chewing On Wipes, Here's What You Can Try For Safer Alternatives". Romper. Retrieved 2018-11-06.
  21. "Certificate Search – TÜV AUSTRIA | TÜV Österreich". Retrieved 2018-11-06.
  22. "Ecocert - Certification body". Retrieved 2018-10-01.
  23. "Search for producers and products". Retrieved 2018-10-01.
  24. "Home - ICEA – Istituto per la Certificazione Etica e Ambientale". Retrieved 2018-10-01.

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