It started with a diaper rash
It's not unusual for new parents to start looking at the contents of everyday products with fresh eyes. But for Filippa Roald, that insight ran deeper than for most. When her son suffered from severe diaper rash as a baby, she tried everything she could find in Swedish stores — without finding anything that really helped.
Instead of giving up, she started looking internationally. In the US, among other places, she found plant-based diapers with different materials and a different view of what a diaper actually needs to contain. The question that shaped everything came naturally: why doesn't this exist in Sweden?
From parental leave to factory hunting
During her parental leave — alongside everything that comes with having a little one — Filippa began working on developing her own products. She searched for factories, evaluated materials and put together specifications. The goal was clear from the start: diapers with less fossil-based plastic, without unnecessary chemicals and with high performance. None of it could be compromised.
2023: launch and rapid growth
In 2023, Bammies launched online. What followed happened fast. In a short time, the company made its way into major retail chains and online retailers in Sweden, and e-commerce grew by around 30 percent per month. For a small company with no background in one of retail's most established categories, those are remarkable numbers.
Filippa points to one of the explanations herself: closeness to customers. Without the organisational layers that define the global giants, Bammies can take in feedback directly and turn it into product development faster than the market is used to.
What makes Bammies diapers different?
Bammies diapers have an innermost layer of 100% bamboo against the skin — naturally soft, absorbent and free from perfume, lotion and chemical additives. The diapers contain up to 3 times less fossil-based plastic than conventional alternatives and are made from FSC-certified cellulose. All diapers are Dermatest®-certified (excellent) and OEKO-TEX®-approved.
It's that combination — performance, skin-friendliness and lower plastic content — that Filippa believes customers have been waiting for. Not a choice between a diaper that holds and a diaper that's kinder to skin and planet.
Six million kronor and sights set on the Nordics
Bammies has so far raised around six million kronor in capital. The money is going towards new hires, marketing efforts and expansion beyond Sweden — with Denmark as the first step. At the same time, the range is growing: under the BAM brand, the company now also sells period care products made from bamboo fibers and organic cotton.
What we believe in — and why it matters
Bammies is still a small company. But that's also the point. We're close enough to our customers to know what works, and quick enough to do something about it. The Swedish diaper market has long been dominated by global players with standardised products. We believe there's room — and demand — for something different.
Frequently asked questions about Bammies
Where are Bammies diapers sold?
Bammies are sold via thebammies.com and at selected retail chains and online retailers in Sweden. Expansion to the rest of the Nordics is underway.
What's the difference between Bammies and regular diapers?
Bammies have bamboo fibers against the skin instead of synthetic materials, contain up to 3 times less fossil-based plastic, and are free from perfume and unnecessary chemicals. All diapers are OEKO-TEX® approved and Dermatest® certified.
Are Bammies suitable for children with diaper rash?
Yes — that was actually the starting point for the whole brand. The natural softness of bamboo and the absence of perfume and chemicals make the diapers a good option for children with sensitive or eczema-prone skin.
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