Coterie is now part of Cubbie Club

Every parent group chat has a diaper argument, and for the last few years one brand keeps ending it. Coterie is now part of Cubbie Club, and members get 20% off a first order. Here is what you are paying for, and what the brand has been up to this fall.

What makes it the premium one

Coterie was founded in 2019 by Frank Yu on the idea that American diapers could match the best ones sold in Japan. The Diaper is built around leak protection: up to 12 hours, with an absorbent core that held more than 16 ounces in the brand’s lab test of a size 4. The fabric against the skin is apparel-grade, dermatologist tested and hypoallergenic, the pulp is Totally Chlorine Free and a quarter of the materials are plant-based. It is EWG Verified, and The Bump named it best overall diaper two years running. On coterie.com it carries a 4.7 rating from more than 9,700 reviews.

What it costs

The Diaper is sold as a monthly box, starting at $95 depending on size, and a box lasts about a month. Subscribers save 10% on every order and can change size or skip a month as the baby grows. Pants, 360 training underwear, wipes and baby skincare sit alongside it. Prices read on coterie.com on November 2.

The news: a diaper ad on the back of Golf Digest

On October 21 Coterie launched a campaign that is, by its own description, not meant for moms to see. It is aimed at dads, fronted by six-time PGA Tour winner Max Homa, a father of two whose Instagram audience is 95% men, with a full-page ad on the back cover of the October/November Golf Digest. Coterie says it is the first baby care brand to advertise in the magazine in its 76 years, and the readership is more than three-quarters male. The ad itself is plain text, no product shot. It calls the placement a symptom of a culture that still treats moms as the default parent, then lists the numbers: moms carry 71% of the household mental load, including 193% more of the scheduling, 177% more of the child care and 94% more of the meal planning, even when both parents work.

Homa’s video, on his channels and Coterie’s, asks dads the questions that make the point: do you know the kids’ clothing sizes, the diaper size, when the next pediatrician appointment is, what is for dinner. Coterie’s brand marketing lead, Brittany Deems, told Marketing Daily the company realised its own marketing was part of the problem by only ever speaking to moms, and that 90 to 94% of its customers are women. Chief executive Jess Jacobs put the intent plainly: expecting moms to close that gap themselves only adds more invisible labor. The diapers used on the Phoenix shoot went to a local shelter for mothers affected by domestic violence, and there is a giveaway of signed Homa gear running on Coterie’s Instagram.

It follows a bigger year for the company. Mammoth Brands, the group behind Harry’s, acquired Coterie in 2025, saying at the time that the brand had passed $200 million in annual net revenue and was growing close to 60% a year. It is still mostly sold direct, with shelf space at Whole Foods, Wegmans and Erewhon.

The member offer

Cubbie Club members get 20% off a first Coterie order at coterie.com. It is for new customers, one unique code per member while supplies last, and it cannot be combined with other offers, so take the 20% on the first box and let the 10% subscriber saving run from the second. The code is on the Coterie page in the club, and membership is free.