We are wrapping our children in plastic and calling it care

By Ciara Donlon, founder & CEO of MOSS

A baby is born.

In the first hours of their life, before they have tasted food, before they have felt sunlight, before they have learned the sound of their own name, they are wrapped in a nappy.

That nappy, in most cases, is made from plastic, synthetic polymers, and wood pulp sourced from trees that took decades to grow.

It will be used for two hours. It will sit in landfill for five hundred years plus.

We do this up to eight times a day. For three years. For every baby born.

I have spent the better part of my adult life working with bamboo, not as a founder chasing a trend, but as someone who has watched this material perform under the most demanding conditions imaginable.

Before MOSS, I built THEYA Healthcare, one of Ireland’s first femtech companies, pioneering bamboo-based care for women undergoing breast cancer treatment, backed by clinical trials from UCD (University College Dublin).

When I turned to what came next, the answer was staring at me from every buggy on the street.

We are living through a crisis our children will inherit entirely. Conventional nappies are the third largest single-use plastic item in household waste.

An estimated three hundred million go to landfill every year.

The tree-derived wood pulp in their absorbent cores is responsible for the destruction of one billion trees annually, and the plastic components that make them leak-proof make them essentially indestructible once discarded.

A child who goes through approximately 6,000 nappies in three years generates a legacy of waste that will outlast not just them, but generations to come.

I am not writing this to make parents feel guilty. Parents are doing the very best they can. I am writing this because the industry has not given them a genuine alternative, and I believe that is something we have a responsibility to change.

MOSS was built on one question: what would a nappy look like if it were designed entirely around what was best for the baby’s skin and best for the planet they will grow up in?

The answer was bamboo, and I say that not from instinct, but from evidence.

Through THEYA’s research at University College Dublin, bamboo viscose fibre was tested against cotton across every performance metric that matters for fabric worn against the most sensitive skin.

In antibacterial testing, bamboo resulted in a 97 per cent reduction in tested bacteria. Cotton produced a 0 per cent reduction. In absorbency and breathability testing, bamboo outperformed cotton and all leading competitor products.

When I turned to nappies, manufacturer testing confirmed what the clinical evidence had shown.

MOSS’s bamboo absorption core matches or outperforms conventional wood pulp cores on every performance measure: faster second-cycle absorption, significantly less rewet against the skin, and higher total absorption capacity across every size.

In the MOSS parent product trial: 88 per cent of parents felt their baby was drier, 93 per cent found them softer, 73 per cent reported fewer leaks, and 87 per cent said they would recommend MOSS.

Bamboo is 59 per cent more absorbent than cotton. Ten times more bamboo can be grown per square metre.

It requires no irrigation, no pesticides, no insecticides, no synthetic inputs, while cotton accounts for nearly 30 per cent of global pesticide and insecticide sales and needs 20,000 litres of water to produce a single T-shirt.

Bamboo sequesters five times more carbon per hectare than most trees, regenerates from its own root system without replanting, and harvesting it does not kill the plant.

What that means in practice: a softer material better for the health of the baby’s skin, proven to reduce bacterial load and regulate temperature, is also the most sustainable choice available.

These are not competing priorities. They are the same priority.

We are the only nappy brand in Europe that does not require a single tree to be cut down for production.

MOSS nappies contain no tree-derived pulp, no PFAS, no fragrance, no alcohol, no bleach. They are between 60-100 per cent bamboo.

THEYA Healthcare was recognised by the Cartier Women’s Initiative Awards for its work at the intersection of materials science, sustainability, and women’s health.

That recognition mattered less than what it signified: designing for the people the industry had left behind is not a niche. It is the future.

When I turned to nappies, I brought the same lens. Who is being left behind?

Two groups: the baby, whose skin deserves a material free from synthetic chemicals; and the planet, which cannot absorb another generation of single-use plastic waste at current volumes.

MOSS exists for both of them.

I think often about what it means to build something for babies in 2026. These children will live into the 2100s.

The decisions we make in the next decade, about materials, about what we choose to manufacture and what we choose to discard, will shape the world they inherit in ways that are difficult to overstate.

One nappy brand will not solve the climate crisis. But founders have a responsibility to ask harder questions, to look at an industry built on cheap plastic and ask: does it have to be this way?

It does not.

What I found when I went looking was that the sustainable choice was also the better choice for the baby. Bamboo is softer than cotton. More absorbent. Naturally antibacterial, temperature-regulating, and proven to support skin health at a clinical level.

The product that was better for the planet turned out to be better for the child wearing it.

I built MOSS because I believe that the standard of care we offer newborns, in the materials we choose, the ingredients we exclude, should be as considered as every other decision a parent makes.

And because when parents are given a genuine choice, they will make it.

We owe it to them to make that choice available. We owe it, even more, to the children and future generations.

About the author

Ciara Donlon is a multi award-winning entrepreneur with nearly 30 years of experience in corporate strategy, e-commerce, and medical devices.

She is the Founder & CEO of MOSS and the founder of THEYA Healthcare, one of Ireland’s first femtech companies. THEYA’s bamboo fabric research was conducted at University College Dublin in conjunction with four Dublin teaching hospitals. Ciara is a Cartier Women’s Initiative laureate for Europe.

After a decade working in e-commerce in the corporate world, in 2010, Ciara transitioned to entrepreneurship, founding a lingerie business inspired by her interactions with breast cancer survivors, revealing a gap for non-toxic underwear for women undergoing treatment.

This led to Theya Healthcare, where she pioneered bamboo-based post-surgical innovations, backed by clinical research and protected by global patents.

Under her leadership, Theya gained international acclaim for its innovative approach to comfort and safety.

Now, as CEO of MOSS, she is transforming the baby care market, driven by a simple belief: that the everyday essentials of parenthood should give parents genuine peace of mind and protect babies, without compromising their health or the planet.

MOSS publicly launches 5th October 2026. Founding Members can register from 7th September at mossnappies.com