Premium diaper maker Coterie, a fast-growing baby care company with a roster of high-profile backers including models and entrepreneurs Karlie Kloss and Ashley Graham, is in advanced discussions to sell itself to consumer goods holding company Mammoth Brands, according to people familiar with the matter. The potential deal underscores how niche, celebrity-endorsed brands are attracting attention from larger players eager to expand in the competitive personal care and baby products markets.
Mammoth, a privately held company best known for owning men’s razor brand Harry’s and women’s body care line Flamingo, has been steadily broadening its portfolio. A purchase of Coterie would mark a move into the lucrative baby care segment, long dominated by household names like Procter & Gamble’s Pampers and Kimberly-Clark’s Huggies. Unlike those legacy brands, however, Coterie has built its reputation around offering premium, hypoallergenic, and cruelty-free diapers that command more than twice the price of traditional options. Despite the higher cost, the products have found a loyal following among affluent parents, celebrities, and influencers, who praise their comfort and performance.
According to sources, Coterie has been working with investment bank Raymond James to explore a sale. The company is currently profitable and generates more than $200 million in annual revenue and roughly $50 million in EBITDA (earnings before interest, taxes, depreciation, and amortization). Based on industry trading multiples for similar consumer goods and paper products companies, a deal could value Coterie at around $650 million. While negotiations are ongoing and no final agreement has been reached, the talks highlight how premium “disruptor” brands are being viewed as valuable acquisition targets by established consumer goods players.
Mammoth, Coterie, and Raymond James all declined to comment on the matter.
The move comes amid a wave of disruption in the baby care market. Over the past decade, challenger brands like Hello Bello—founded by actors Kristen Bell and Dax Shepard—and The Honest Company, co-founded by actress Jessica Alba, have attempted to break into a sector long dominated by Pampers and Huggies. Like Coterie, these newcomers have leaned heavily on celebrity influence, premium positioning, and a focus on cleaner, more sustainable ingredients to stand out from entrenched giants.
Founded in 2019 by Frank Yu, Coterie quickly gained traction with millennial and Gen Z parents who favor online shopping and are willing to pay a premium for quality and brand ethos. Headquartered in New York City, the company has expanded beyond diapers into wipes and other baby products, carving out a niche as a luxury baby care brand in an industry that historically prioritized scale and cost-efficiency over innovation.
For Mammoth, acquiring Coterie would not only diversify its portfolio but also bolster its long-term ambitions to evolve into a broader consumer packaged goods powerhouse. In 2024, Mammoth reported $835 million in revenue and nearly $100 million in adjusted EBITDA, reflecting steady growth across its existing brands. The company is led by Jeff Raider and Andy Katz-Mayfield, who co-founded Harry’s in 2013 and built it into a household name in men’s grooming.
Mammoth has been on investors’ radar since its unsuccessful 2020 attempt to sell Harry’s to Edgewell Personal Care for $1.37 billion, a deal that was blocked by U.S. regulators over antitrust concerns. In 2024, Reuters reported that Harry’s had confidentially filed for an initial public offering before rebranding to Mammoth to emphasize its expansion beyond shaving products. That rebrand reflects Raider and Katz-Mayfield’s broader vision: to build a next-generation consumer goods company that can rival legacy players across multiple categories.
If completed, a Coterie acquisition would represent Mammoth’s biggest push yet outside of personal grooming, positioning the company squarely in the high-margin premium baby care segment. For Coterie, a sale to Mammoth could provide the scale, distribution muscle, and marketing reach needed to expand its presence beyond online channels and deepen its competition with incumbents.
While a deal is not guaranteed, the potential combination highlights an important trend in consumer goods: the blending of celebrity-driven disruptor brands with established operators seeking to capture new generations of shoppers.
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