EQ is a Philippine consumer brand best known for its disposable baby diapers and diaper pants. It is one of the country’s largest and most recognizable diaper brands, positioned as a value-for-money choice that combines affordability with features typically found in premium diapers. Today, EQ products are widely sold through supermarkets, pharmacies, convenience stores, and major e-commerce platforms such as Lazada and Shopee. [1]

EQ was introduced by JS Unitrade Merchandise Inc., a Philippine company founded by entrepreneur Samuel Po.

The brand originated from a personal experience. In the late 1980s, Po found that good-quality disposable diapers available in the Philippines were expensive and difficult to obtain. Seeing an opportunity, he began importing diapers from Taiwan and selling them locally.

During the Asian Financial Crisis (1997–1998), Filipino consumers became increasingly price-conscious. Rather than competing only in the premium segment, JS Unitrade created a new diaper brand that would deliver dependable quality at a lower price.

The name EQ was reportedly developed in Malaysia and stands for:

• E – Economy

• Q – Quality

The name was intentionally chosen to emphasize that the products provide both affordability and quality, while also evoking the familiar abbreviation “EQ” (emotional quotient), making the brand easy to remember. [2]

EQ is marketed by JS Unitrade Merchandise Inc., a Philippine consumer goods company specializing in:

• Baby care

• Feminine care

• Adult incontinence

• Personal hygiene products

The company also owns or markets brands including:

• Charmee

• Caress

• Dr. P

• Genius

• Nursy

• Tidy

These brands focus on different consumer segments while sharing the company’s emphasis on affordability and accessibility. [3]

EQ has grown into one of the most successful diaper brands in the Philippines.

Industry reports and interviews have noted that:

• EQ became a major challenger to Pampers during the early 2000s.

• At various points it reached the top position in the Philippine diaper market.

• The brand became particularly popular among budget-conscious Filipino families by offering premium-inspired features at competitive prices. [4]

EQ has expanded beyond its original taped diapers into several product families.

EQ Dry

The flagship premium-value diaper line.

Features include:

• Fast-absorbing core

• Breathable outer cover

• Leak guards

• Comfortable fit

• Multiple sizes from Newborn to XXXL

Target users:

• Everyday diapering

• Overnight protection

• Newborns through toddlers

[5]

EQ Plus

A mid-range diaper line offering additional comfort features.

Highlights include:

• Cloth-like cover

• Wetness indicator

• Elastic waistband

• Magic tapes

• Side leak guards

• Super absorbent core

Designed for parents seeking more premium features while maintaining affordability. [6]

EQ Pants

Pull-up diaper pants intended for:

• Crawling babies

• Walking toddlers

• Active children

They are designed for quick changes and freedom of movement. [7]

EQ Colors

An earlier product line known for colorful designs aimed at making diapering more appealing for young children. [8]

Genius

Although marketed alongside EQ on the company’s website, Genius is positioned as a separate diaper brand with its own product range. [9]

EQ’s messaging consistently emphasizes:

• Affordable protection

• Comfort for babies

• Peace of mind for parents

• Practical everyday value

Its current slogan highlights supporting mothers from a baby’s very first day:

“Protection for baby, made affordable for mommy.” [10]

EQ products are available through:

• Supermarkets

• Hypermarkets

• Grocery chains

• Pharmacies

• Convenience stores

• Online marketplaces (Lazada and Shopee)

• The brand’s official website

The company also runs regular promotions, free sample programs for expectant mothers, and parenting content through its website. [11]

EQ has built a reputation as a dependable, budget-friendly diaper brand. Parent discussions commonly cite:

Frequently praised for:

• Good value for money

• Comfortable fit

• Reliable absorbency

• Broad availability

Experiences vary regarding:

• Overnight performance

• Fit depending on the baby’s body type

• Skin sensitivity, as babies can respond differently to different diaper brands

As with all diaper products, suitability varies by individual child. [12]

EQ primarily serves:

• Expecting parents

• Families with newborns

• Parents of infants and toddlers

• Budget-conscious households

• Caregivers seeking reliable everyday diaper solutions

• EQ is one of the most recognized diaper brands developed specifically for the Philippine market.

• The brand name stands for Economy + Quality.

• It originated from founder Samuel Po’s search for better and more affordable diapers for his own child.

• EQ has expanded from taped diapers into pants-style diapers and multiple product variants covering different age groups and price points. [13]

1. EQ Disposable Baby Diapers

2. Samuel Po EQ Diapers Founder Business Lessons

3. A business that starts and grows from friendship – Philstar.com

4. EQ Dry : EQ Disposable Baby Diapers

5. EQ Plus : EQ Disposable Baby Diapers

6. Home Page : EQ Disposable Baby Diapers

7. News & Promos : EQ Disposable Baby Diapers

8. Anong diaper ang may biggest improvement sa quality nitong mga nakaraang taon?

9. Diaper Check Mommies

10. EQ experience 🥰

11. EQ Diapers ranks #4 among fast-growing Philippine FMCG brands in health and beauty | Philstar.com

12. Task Performance Strategic Management Midterms | PDF

13. EQ, Dry Diaper Small 20s | Watsons Philippines