Coterie disrupted diaper branding #coterie #diaperbranding #consumerbrands

Added: 2026-05-27

[00:00:00]Meet Frank Yu, the entrepreneur who turned one of the most boring products on earth into a billion-dollar company.

[00:00:05]In 2019, he launched Coterie, a premium diaper brand competing against massive companies that [music] hadn't seriously innovated in decades. But the real breakthrough wasn't the diaper itself, [music] it was the positioning. Yu realized diapers aren't really marketed to babies, they're marketed to parents with purchasing power. So instead of colorful [music] cartoons and cheap-looking packaging, Coterie felt more like luxury skin care. Minimal branding, clean design, premium experience, and parents loved it. The brand exploded, selling hundreds of millions of diapers and eventually reaching a valuation above [music] $1 billion.

[00:00:39]It's a reminder that massive businesses often come from rethinking ordinary products everyone else ignores. The same thing is happening right now in AI, crypto, and tech. Fortunes are being built by people who [music] see old industries differently before the crowd catches on. Follow for more insights on business, branding, crypto, and the ideas quietly shaping the next generation of wealth.