Freestyle
8 known investors
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Freestyle makes baby care products including diapers and water-based wipes designed for sensitive skin, using chlorine-free and plastic-free materials. Its products are sold direct-to-consumer online as well as through retailers such as Target and Walmart.
Also known as Freestyle World, Inc. · Freestyle®
Founders & leadership
Investors · 8
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Also in the syndicate · 1
Funding
SEC filings, press & company announcements$10M disclosed across 1 round · 2026
- $10MSeries AMar 2026 · 2 sources
Silas Capital (lead), Adapt Ventures, ECP Growth, Mucker Capital, Superangel
Source ↗
Source: company announcements and press reports — follow each round's link for the claim.
Company profile
researched Aug 2026Freestyle (Freestyle World, Inc.) is a baby care brand based in Santa Monica, California, that makes diapers and wipes. Its flagship product, Skin Shield diapers, uses a patent-pending 7-layer absorbency construction with skin-safe, non-toxic materials, and is marketed as Total Chlorine Free and EWG Verified®, with claims of 14x better absorption and independent third-party lab testing. The company also sells Ultra Clean 99% Water Wipes, which are fragrance free, made with plastic-free fibers and EWG Verified®, sold in 72-wipe packs (216 wipes in a three-pack on the company site), plus branded apparel items such as a "Baby Maker" tee and hat.
The brand launched as a digitally native, direct-to-consumer business and has since expanded into national retail distribution. As of March 2026 its products were available at Walmart, Target, Whole Foods and Amazon, alongside its own online store. Freestyle positions its products against legacy diaper brands on absorbency, softness, material safety and price.
Founding story
The company was founded by parents seeking better-performing, safer everyday baby essentials than those offered by legacy brands. Russ Wallace serves as Co-Founder and CEO and Mike Constantiner as Co-Founder and Chief Brand Officer.
Business model
Consumer packaged goods brand selling diapers, wipes and branded apparel both direct-to-consumer through its own website and through national retail and e-commerce partners including Walmart, Target, Whole Foods and Amazon.
Product sales via monthly subscription plans and one-time purchases on its own site (diapers starting at $70/month, wipes at $15/month or $15 per one-time purchase, with free shipping on diapers), plus wholesale/retail distribution.
Traction
Products distributed nationwide through Walmart and Target doors and also sold at Whole Foods and Amazon as of March 2026; the company cites strong repeat purchasing and growth driven largely by word-of-mouth. Its Ultra Clean 99% Water Wipes page shows a 4.7 rating based on 346+ reviews.
Latest developments
In March 2026 Freestyle announced the close of a $10 million Series A round led by Silas Capital with significant participation from ECP Growth and existing investors Mucker Capital, Adapt Ventures and Superangel. Proceeds are directed toward product development, scaled supply chain infrastructure, portfolio expansion, deeper national retailer relationships and brand marketing.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positioned as a challenger in the premium/clean baby care segment of the diaper aisle, competing with legacy diaper brands and other Total Chlorine Free entrants; its Series A investor describes the company as an early-momentum brand across retail and digital channels.
Combination of claimed performance (14x better absorption, 7-layer leak protection) with clean-materials certifications (Total Chlorine Free, EWG Verified®, third-party lab testing) at an accessible price point, contrasted by the company with legacy diapers on leaks, blowouts, chlorine bleaching and cost.
Technology
Patent-pending 7-layer absorbency and skin-protection diaper construction; Total Chlorine Free processing (no chlorine or chlorine derivatives); hypoallergenic, fragrance- and lotion-free materials stated to be free of PFAS, BPAs and phthalates; EWG Verified® certification covering 1,500+ chemicals of concern; independent third-party lab testing for safety and performance. Wipes are formulated at 99% water with plastic-free fibers.
Go-to-market
Originally digitally native and direct-to-consumer with subscription delivery, supported by social-media and community-driven marketing and word-of-mouth advocacy from parent creators; subsequently expanded into nationwide retail doors at Walmart and Target and into Whole Foods and Amazon. The Series A proceeds are earmarked in part for increased marketing investment across digital, retail media and community channels.
Parents of infants and young children, described in company and press materials as millennial and Gen Z parents seeking ingredient transparency, skin safety and product performance.
Geography
Headquartered in Santa Monica, California, with distribution across national U.S. retailers and online sales.
History
Freestyle launched as a digitally native direct-to-consumer diaper brand and later expanded into national retail, rolling out at Walmart and Target doors nationwide and adding Whole Foods and Amazon distribution ahead of its March 2026 Series A.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 2
launches, deals, and filingsFreestyle announced a $10 million Series A funding round led by Silas Capital with significant participation from ECP Growth and existing investors Mucker Capital, Adapt Ventures and Superangel, to fund product development, supply chain infrastructure and brand marketing.
$10M source ↗
Originally a digitally native brand, Freestyle recently launched in Walmart and Target doors nationwide; products are also available at Whole Foods and Amazon.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 8
primary sources listed
- Freestylefreestyle.world · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Freestyle do?
- Santa Monica-based baby care brand selling Total Chlorine Free diapers and water wipes direct-to-consumer and through national retail.
- Who founded Freestyle?
- Freestyle was founded by Russ Wallace.
- Who are Freestyle's investors?
- Freestyle's investors include Adapt Ventures, ECP Growth, Entrepreneur Ventures, LightShed Ventures, SuperAngel.Fund, Left Lane Capital, Silas Capital Partners.
- How much funding has Freestyle raised?
- Freestyle has disclosed $10M raised across 1 round.