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, 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 in mind. We deliver them to daycares and parents. We collect the used ones, and we recycle those diapers into new raw materials that can be reused.
We are building Europe’s first fully integrated circular ecosystem for baby diapers, a bold mission summed up in our vision:
A world without diaper waste.
Not someday, not in theory, but through a concrete, scalable system that works in the real world, every single day, without
caregivers and parents 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
We operate the entire lifecycle ourselves: design, distribution, collection, and recycling, allowing us to control quality, efficiency, and impact at every step.
1. Give-back diaper:
A Belgian, premium recyclable diaper with recycled material.
2-3 Delivered & collected:
We deliver your diapers and collect the used ones in one go: in daycares, at your home or via give-back points.
4. Sorted & processed:
Diapers are treated in our own recycling and R&D center in Bruges,
the first of its kind in Belgium.
5 . Reborn materials:
Plastics are recycled into new raw materials and we’re researching how we can best recycle the rest.
+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
-
+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 didn’t design a diaper and then think about recycling.
We started at the end.
Woosh diapers are built according to the design-for-recycling principle. Because we design both the diaper
and the recycling process ourselves, we can perfectly align the two, something that’s still unique in the diaper world.
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 andprofessional users. For families, we’re rolling out a growing network of give-back containers on top of our door-to-door deliveries and collections.
It’s simple, efficient, and circular by design.
The impact
· No empty trips
· Lower CO₂ emissions
· Less traffic and pollution
Used diapers don’t disappear. They come back to us, so we can take care of the recycling.
Recycling: Making the Impossible Possible
Diaper recycling is complex.
The right technology didn’t exist… so we built it.
Woosh developed its own water-free, energy-efficient recycling
process to separate used diapers into valuable materials.
Our first focus is plastics, responsible for the largest portion of the diaper’s CO₂ impact.
We recover these materials and, together with
our partners, turn them into new raw materials for the circular economy. For the remaining components, we keep pushing innovation forward.
Because circularity isn’t a claim.
It’s a system you have to build.
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), so we could close the loop. Although we have already taken important steps in our recycling story, we still have a long way to go.
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!
JOIN OUR MISSION!
Become a Wooshie and support the path to a sustainable future for our children. Together we build a more beautiful planet with less waste and less CO₂ emissions!