The expansion includes both the brand’s online presence at CVS.com and physical store shelves nationwide. Millie Moon has gained traction since its 2021 launch by positioning its luxury-tier diapers and sensitive wipes as an affordable alternative to traditional premium brands. The company maintains that 92% of parents in a 3,000-person survey identified their CloudTouch™ product as the softest diaper they had used.

Technically, the diapers feature double leak guards, high waistbands, and cores designed for 12-hour dryness. The products hold OEKO-Tex and Dermatest certifications, ensuring they are free from lotions, latex, and fragrances. Beyond the retail growth, the brand continues its partnership with the nonprofit Reach Out and Read, which focuses on early childhood literacy. With this move, Millie Moon now reaches over 8,000 retail locations in the United States, building on its history of high-volume customer ratings.