Joone

Joone disrupted the French diaper market through unprecedented transparency about materials, manufacturing processes, and supply chain ethics traditionally obscured in baby care products. Founded by entrepreneur Carole Juge-Llewellyn, the brand pioneered a direct-to-consumer model that eliminates retail markups while providing comprehensive information about every component in their products.

The company's distinctive approach features monthly subscription delivery, stylish minimalist packaging, and detailed disclosure of material origins and production practices—including regular laboratory testing results published directly to customers. This transparent communication extends to their manufacturing partners in France and Europe, creating accountability throughout the supply chain and establishing new expectations for openness in a category historically characterized by limited ingredient disclosure.

Beyond its business model innovation, Joone has developed technically advanced diapers featuring hypoallergenic materials, plant-based components, and modern performance elements including flexible fit systems and balanced absorption distribution. These quality features, combined with the brand's subscription convenience and ethical transparency, have attracted urban professional parents throughout France seeking simplified shopping, reliable performance, and confidence in product safety. This modern approach to combining digital convenience with production transparency has established Joone as a significant disruptor in the French baby care market, influencing broader industry practices around material disclosure and direct consumer communication.