Drypers is a consumer brand specializing in products for babies and young children, with disposable diapers forming the core of its business. The brand’s philosophy is built around what it describes as “authentic parenthood,” recognizing that raising a child involves both enjoyable and difficult moments. Rather than presenting parenting as perfect or effortless, Drypers states that it develops its products around the everyday realities experienced by parents and children.2

Its central product proposition is fit. Drypers emphasizes that a diaper should correspond to a baby’s stage of development, body shape, and activity level. This includes products designed for newborns, crawling babies, and active toddlers.3

In Malaysia, Drypers is associated with Vinda Malaysia, which is part of Vinda Group. Vinda describes itself as one of Asia’s major hygiene-product companies, with more than 10,000 employees. Its portfolio extends beyond baby diapers into areas such as adult incontinence care and feminine hygiene. Brands associated with the wider group include Drypers, TENA, Dr. P, and Libresse, among others.4

Vinda Group is headquartered in Hong Kong and is listed on the Hong Kong Stock Exchange. The Drypers Malaysia website identifies Vinda Malaysia as the organization behind its Malaysian operations.5

Corporate relationship

The corporate structure places Drypers as a consumer brand under the Vinda umbrella rather than an independent manufacturing corporation:

• Vinda Group
• Vinda Malaysia
• Drypers
• Baby diapers & baby-care products

Drypers developed as a regional baby-care brand and became particularly established in Southeast Asian markets. The brand’s modern identity has increasingly emphasized factors beyond simple diaper absorbency. Its communication now combines diaper fit, softness, dryness, leakage protection, freedom of movement, skin care, responsible materials, and environmental sustainability.

This reflects a broader evolution in the disposable-diaper industry, where parents increasingly consider skin sensitivity, comfort, materials, environmental impact, and convenience alongside leakage prevention. Drypers’ current corporate storytelling describes the brand as having a close relationship with parents and developing products based on the realities of parenthood.6

Drypers has developed multiple diaper lines aimed at different ages, needs, and price segments. The current Malaysian product portfolio includes several distinct ranges.

Drypers Skinature

Skinature by Drypers is positioned as a premium diaper for babies with sensitive skin. The range emphasizes hypoallergenic properties, softness, breathable materials, freedom from added fragrance, absence of chlorine, absence of specified allergens, and Derma-Care Technology™. Drypers describes the product as being designed for babies whose skin may be particularly sensitive.5

Drypers Touch

Drypers Touch is positioned toward premium softness and skin care. Its main selling proposition is the use of soft materials together with Pro-Skin™ Technology, intended to provide gentle contact with the baby’s skin.4

Drypers Wee Wee Dry

Drypers Wee Wee Dry is an everyday diaper emphasizing dryness, softness, and leakage protection. According to the brand, it provides up to 10 hours of dryness. It is intended for parents looking for a practical diaper for everyday use.4

Drypers DryPantz

Drypers DryPantz is a pants-style diaper designed for active babies. Its design emphasizes pants-style wearing, ease of changing, softness, dryness, leakage protection, and a disposable tape for easier disposal. Drypers markets the product around the increasing mobility of babies and toddlers.4

Drypers Classic

Drypers Classic is positioned as a straightforward everyday diaper. It focuses on basic requirements such as comfort, dryness, everyday protection, and day-and-night use. It forms part of Drypers’ broader range for parents seeking different levels of features and positioning.12

Drypers ClassicPantz

Drypers ClassicPantz provides a pants-style alternative within the Classic range. It is aimed at babies who are becoming increasingly active and therefore benefit from the convenience of pull-on-style diapers.7

A notable characteristic of the Drypers portfolio is that it offers both major disposable-diaper formats:

• Tape diapers: These use adhesive tabs and are particularly convenient for younger babies who spend much of their time lying down.
• Pants diapers: These resemble underwear and can be pulled up around a standing, crawling, or walking child. They are particularly convenient as children become more mobile.

Drypers explicitly states that its portfolio includes both tape and pants diapers, allowing products to correspond with different stages of childhood development.9

Drypers is not limited to diapers. Its Malaysian portfolio also includes a Drypers BabyCare range. The company describes these products as incorporating plant-based extracts and moisturizing or soothing ingredients. Examples mentioned by Drypers include oat extract, provitamin B5, avocado, shea butter, and almond milk. The BabyCare formulations are marketed around moisturizing and soothing baby skin.10

This allows Drypers to compete not only in the diaper category but also in the broader baby personal-care market.

Drypers’ product development revolves heavily around the concept of fit. According to the brand, diaper design considers factors such as the width and length of the diaper, elastic construction, how the diaper conforms to the baby’s body, containment, absorbency, dryness, comfort, and freedom of movement. The objective is to allow babies to crawl, walk, run, and play without the diaper unnecessarily restricting movement.11

Different Drypers ranges use proprietary technology names, including Pro-Skin™ Technology and Derma-Care Technology™.8

Drypers places considerable emphasis on product safety. The Malaysian operation states that its products undergo quality-control and testing procedures and must pass Vinda Malaysia’s Product Safety Acceptance tests.13

Drypers Malaysia also states that its operations follow internationally recognized management standards, including ISO 9001 for quality management, ISO 45001 for occupational health and safety, and ISO 14001 for environmental management. The company additionally describes controls involving material traceability and supplier verification.14

According to the company’s current safety information, its diapers are made without intentionally added substances including BPA, phthalates, certain parabens, formaldehyde, benzene, PFOS/PFOA, and several other specified chemicals.14

Drypers also states that its products undergo dermatological testing, including Human Repeat Insult Patch Testing (HRIPT) under dermatologist supervision.11

An important aspect of the Drypers operation in Malaysia is that the diapers are manufactured locally. Drypers Malaysia states that its diapers are manufactured in Malaysia by Vinda in an ISO-certified manufacturing facility. The company describes this as part of its commitment to quality, hygiene, and consistency.15

Sustainability is one of Drypers’ most prominent areas of differentiation. The company describes sustainability as a foundation of the brand and states that Drypers was the first diaper brand in Asia to have USDA-certified biobased products.6

Biobased definition

A biobased product contains a verified proportion of material derived from renewable biological resources rather than solely from fossil-based sources. Drypers explains that these renewable resources can include agricultural, forestry, and marine materials. Importantly, biobased does not mean that the entire diaper is biodegradable; the certification relates specifically to the proportion of renewable biological material in the product.

Renewable material content

Drypers Malaysia currently lists different biobased percentages for several products:

These figures are presented by Drypers in connection with its USDA certification.6

Other environmental initiatives

The sustainability program extends beyond biobased materials. The brand also highlights EU26 allergen-free positioning, no elemental chlorine, no added fragrance in specified diaper ranges, eco-friendly ink, toluene-free ink, water-based ink for carton boxes, reuse of packaging bags for storage and recycling, and efforts to limit increases in carbon emissions. The company describes these initiatives as part of its broader attempt to reduce the environmental footprint of its products and operations.6

Drypers’ current brand philosophy is summarized through several key themes.

Fit

Fit is the central concept of the current Drypers identity. The company uses “fit” not only to describe physical diaper fit but also to describe products that fit the needs of parents, babies, and different lifestyles.7

Authentic parenthood

Drypers explicitly promotes the idea of authentic parenthood. Rather than portraying parenting as perfect, the brand acknowledges both the enjoyable and challenging aspects of raising children.7

Freedom of movement

Another important theme is allowing children to develop naturally and move freely. Drypers connects diaper design with developmental stages such as crawling, walking, running, and playing.7

Sustainability

The fourth major pillar is environmental responsibility, particularly through biobased materials and packaging initiatives.6

Drypers primarily targets parents of newborns, infants, and toddlers, as well as caregivers purchasing diapers for young children. A secondary audience includes expectant parents, families interested in baby skin care, environmentally conscious parents, and consumers seeking alternatives across different diaper price and feature tiers. The product range allows Drypers to cover several stages from newborn through toddlerhood rather than concentrating on one specific age group.10

Drypers occupies a position in the mass-to-premium baby diaper market, with multiple product tiers rather than relying on a single flagship product. Its portfolio spans from classic everyday products to performance-oriented products, premium softness and skin-care products, and sustainability-oriented propositions. This multi-tier strategy allows the brand to address different budgets and parental priorities. Rather than competing exclusively on price, Drypers emphasizes comfort, protection, fit, skin care, and environmental credentials.

Visually and commercially, Drypers is strongly associated with the baby-care category. Its communications commonly feature babies and toddlers, playful movement, parent-child interaction, softness and comfort, exploration, family bonding, and nature. The brand’s current Malaysian communication uses the idea of babies being able to run, skip, and jump, connecting diaper performance with children’s physical development.8

Drypers operates dedicated websites for markets including Malaysia and Singapore. The Malaysian website provides information about products, product technologies, safety, sustainability, parenting, pregnancy, baby development, promotions, and the Drypers Baby Club. This demonstrates that the brand has expanded beyond being simply a packaged consumer product into a parenting-oriented digital brand.8

Drypers presents itself as a brand involved in the broader parenting community. Its Malaysian website contains dedicated sections for pregnancy, babies, toddlers, and children, alongside parenting content and community activities.10 This supports its positioning as a companion to parents throughout different stages of early childhood rather than simply a manufacturer of diapers.

Several characteristics distinguish Drypers from generic diaper brands:

• Strong Southeast Asian presence: Drypers has a particularly strong identity in Southeast Asian markets such as Malaysia and Singapore.
• Wide product segmentation: It offers multiple lines for different stages, budgets, and needs.
• Emphasis on fit: “Fit” is central to both its product design and brand communication.
• Sustainability credentials: Its USDA-certified biobased products are a significant part of its environmental positioning.6
• Local Malaysian production: Drypers diapers sold through the Malaysian operation are manufactured locally by Vinda.15
• Broader baby-care ecosystem: The brand extends into baby skin-care products and parenting content.

1. Our Story – Drypers Malaysia
2. Quality & Safety
3. Drypers Malaysia
4. Products – Drypers Malaysia
5. Skinature by Drypers – Drypers Malaysia
6. Sustainability – Drypers Malaysia
7. Our Story – Drypers Malaysia
8. Drypers Malaysia
9. Drypers Malaysia
10. Drypers Malaysia
11. Quality & Safety
12. Drypers Classic – Drypers Malaysia
13. Our Story – Drypers Malaysia
14. Our Story – Drypers Malaysia
15. About Us