WOOSH HAS A MISSION TO MAKE DIAPERS CIRCULAR
At Woosh, we believe that even the smallest act can spark systemic change. Every diaper change is a moment of love, a gesture of protection… Yet today, those moments come at a hidden cost.
In Europe alone, more than 32 billion diapers are thrown away each year.
Which in Belgium makes up more than 8% of household waste (OVAM, 2022). They are burned or landfilled in Europe, turning essential care into an unavoidable environmental burden.
‘Woosh exists to change this!’
MAKing DIAPERS CIRCULAR
Our approach is radically simple and simply radical. We design single-use diapers with recycling as the starting point. We deliver them to daycares and parents. We collect the used diapers and recycle the plastic into secondary raw materials.
That’s how we’re building Europe’s first fully integrated circular system for baby diapers.
After all, every day we work toward a world without diaper waste. And we keep improving our process, working toward a diaper that is 100% designed to be recycled.
All through a concrete, scalable system that works in the real world every day, without parents or caregivers having to change their habits.
give-back
With the Woosh Give-Back Diaper, we introduce a breakthrough: a recyclable, premium diaper paired with a built-in end-of-life solution. No guilt, no extra work. Just a smarter system that finally matches the expectations of a generation that refuses to accept waste as a fact of life.
Woosh revolution
Design, distribution, collection and recycling: we handle all four ourselves, so we stay in control of every step.
1. Give-back diaper:
A soft diaper, conceived in Belgium and designed to be recycled.
2-3 Delivered & collected:
We deliver and collect in a single trip, at home, at childcare or via a Woosh give-back point near you.
4. Sorted & processed:
At our site in Bruges, in Belgium’s first recycling and R&D center for diapers.
5. Secondary materials:
We turn the plastic into secondary raw materials. For the rest, we’re doing research together with partners.
+20% of Belgian daycares have chosen us-
+ 30.000 babies wear Woosh every day
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+ 15 million diapers per year are diverted
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+20% of Belgian daycares have chosen us
-
+ 30.000 babies wear Woosh every day
-
+ 15 million diapers per year are diverted
-
+20% of Belgian daycares have chosen us
-
+ 30.000 babies wear Woosh every day
-
+ 15 million diapers per year are diverted
-
+20% of Belgian daycares have chosen us
-
+ 30.000 babies wear Woosh every day
-
+ 15 million diapers per year are diverted
Our Impact
We’ve built a network throughout Belgium that allows us to service all families and daycares with our give-back model. We promise to ensure that all Woosh diapers can be returned, an essential step to enable recycling!
Although there is still a long way to go, we are already proving that this change is possible. Thousands of parents and daycares, and leading partners across Belgium are joining us in our mission. Every diaper collected brings us closer to our goal.
A choice we make.
A choice you can make.
Our diaper: Designed for Recycling
We started at the end. The diaper and the process were made under the same roof, and that’s exactly why they work so well together. We don’t compare, we simply built what wasn’t there yet.
Every material choice is deliberate. We eliminate anything that blocks recycling and prioritize materials that can live another life.
Already in action
- Highly recyclable plastics like polypropylene and polyethylene
- No cotton, PLA, PVC or PET, materials that disrupt recycling
- 100% recycled polyethylene waterproof layer
- 100% recycled polyethylene packaging
We’re the first diaper brand with 100% waterproof layer and packaging originating from circular sources (REDcert2), and we’re
committed to expanding this further.
Give-back flow: every diaper returns
Recycling only works if diapers return.
So we built that into the system.
At Woosh, every diaper sold can be given back for recycling. Through smart reverse logistics, we deliver clean diapers and collect used ones in the same trip: for daycares and professional users. For families, we’re rolling out a growing network of give-back containers on top of our door-to-door deliveries and collections.
Simple. Efficient. Designed to be recycled.
The result
- No empty trips, because delivery and collection happen in one go.
Used diapers don’t disappear. They come back to us, so we can take care of the recycling.
Recycling: Making the Impossible Possible
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CONCRETE STEPS & CONTINUOUS INNOVATION
Woosh is on a mission. Since our inception in 2021, we’ve integrated every step of our ecosystem to enable recycling. What started
as a diaper delivery and collection service led to the launch of our design-for-recyclability diaper (2024) and the opening of our first recycling
installation (2025).
Step by step, we’re getting closer to a closed loop.
We’re not there yet.
Our ultimate goal? To reclaim as much material as possible from every Woosh diaper. Today, we already do that for the plastic. The rest will follow, one step at a time!
We start by separating the materials into two streams: plastic materials and organic materials. Our priority today is recycling the plastics because they account for the largest share of the CO₂ impact. But it doesn’t stop there. At our R&D facility in Bruges and with our partners, we’re researching how best to recover the other, less impactful materials in the diaper, too.
Our ultimate goal? A diaper that can be fully recycled!
Become a Wooshie
Every diaper that comes back brings us closer to a world without diaper waste. Become a Wooshie and join in! Not because you have to, but because you can.
Every change matters!