When we set out to build Peachies, we didn’t want to launch another nappy brand. We wanted to tear up the tired babycare playbook and start fresh. That meant saying a big, fat no to beige.
Beige onesies. Pastel blue and pink nurseries. That confusing trend of designing baby products that look like they belong in minimalist boutique hotels instead of chaotic family homes.
It’s been dubbed sad beige, and it became the visual shorthand for what some called “elevated parenting.” But for us? It just felt joyless.
We wanted Peachies to feel like the opposite; vibrant, bold, and full of real personality. We don’t whisper, we intentionally design for parents and all the aspects of parenthood — the beautiful, the messy, the chaotic. Colour-coded sizes help bleary-eyed parents grab the right one at 3am.
Because while branding matters, there’s something that matters even more…
The product comes first
Here’s a truth that too many startup founders ignore: no brand — no matter how clever, funny, or beautifully designed your company logo is — can cover for a subpar product.
Community and content might get people to try you. But if the product is bad, they won’t come back. And, in a category as personal and high-stakes as nappies, you can’t afford to go wrong.
So at Peachies, we obsessed over the product first. We knew sustainability couldn’t come at the compromise of performance. Because – and any parent will back us up on this — no one gives a sh*t how green your nappy is if it leaks at 2am.
We realised that the ultimate currency in the parenting world is sleep. So we built a nappy that delivers exactly that.
We looked at what parents say they want, and what they didn’t even know they needed yet (think of what Henry Ford must have thought when people told him they wanted faster horses) — and built around that. It’s not glamorous work, but it’s the foundation for everything else.
Marketing without talking about the product
That strong brand and product base gave us the freedom to have fun with everything else. And we took full advantage. Take our Valentine’s Day campaign: “Your pull-out game might be strong, but your baby’s is stronger.”
It had absolutely nothing to do with absorbency stats, but it went viral because it was cheeky, timely, and deeply relatable. Parents laughed, tagged friends, and shared it far and wide — and that’s the kind of marketing we live for.
Peachies co-founders Rima Suppan and Morgan Mixon
We aim to spark joy, humour, and a sense of belonging. Our packaging doesn’t just tell you what’s inside — it offers a little wink of solidarity. Size 01? “Survival Mode: On.” Because when your baby wees in your face mid-change and then smiles, you’ve earned a laugh, not a lecture.
Parents are the heroes of our story
From day one, we’ve put parents at the heart of our brand. Because when a baby is born, so is a parent. And that transformation is intense.
We’re not here to paint a Pinterest-perfect version of parenthood. We’re here to capture the beauty and mess of it all. Our photography reflects that: raw, candid, “shot-from-the-hip” moments that feel like someone finally turned the camera on you.
Too many brands gloss over reality. We lean into it because that’s where the connection is. That’s where parents feel seen.
Perfection is overrated. Community is everything. We don’t work with influencers for clout – we partner with real parents from our target market who love what we’re building.
Artists, writers, photographers, East London dads who feel genuinely called out by our social captions, as those are our people. So we lead with empathy, joy, and the kind of humour that makes you spit out your cold coffee on a Monday morning.
This isn’t just babycare. It’s a movement
At its core, Peachies is about shifting the culture of babycare. Away from beige. Away from outdated stereotypes. Towards a bolder, braver, and more human mission statement.
We didn’t build this brand to fade into the background. We built it to stand up, stand out, and say to every exhausted, proud, parent out there: ‘We see you. We’re with you. We’ve got your back.’
So no, we didn’t create another beige babycare company. We created Peachies; a brand that’s functional, emotional, hilarious, and honest. One that leads with product and heart.
And we’re proud to be a little loud about it.
Rima’s professional background spans digital marketing at Google, brand strategy at KTHE, and strategy consulting at BDO, giving her a well-rounded perspective across brand building and business strategy. She holds an MSc from Imperial College London and is fluent in German and Spanish. Rima is a Forbes 30 Under 30 honouree in both Austria and Europe, where she continues to push the boundaries of what it means to build a purpose-driven consumer brand.
