Pampers AMORE is Pampers’ First New Diaper Brand for Newborns and Toddlers Since 2018

CINCINNATI--(BUSINESS WIRE)--Mar. 16, 2026-- Pampers, the brand Behind Every Baby™ known for its baby-first innovation and care, has introduced Pampers AMORE™ — its most premium and most absorbent¹ diaper. Created for parents who want elevated comfort without compromise, Pampers AMORE is the brand’s first new diaper for newborns and toddlers since the launch of Pampers Pure® in 2018.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260313775047/en/

Pampers AMORE Box

Reimagined for today, Pampers AMORE combines advanced leak protection and high absorbency with dermatologist-recognized skin credentials and transparent ingredient-related claims that demonstrate the brand’s safety promise.

“At Pampers, everything we create begins with a commitment to babies’ comfort and parents’ trust,” said Adam Riegle, Vice President, Brand - North America Baby Care. “With Pampers AMORE, we designed a diaper that delivers protection without compromise, combining outstanding performance with thoughtfully selected ingredients so parents can feel confident they are giving their baby the very best."

Pampers, the #1 choice for hospitals², nurses², and NICU professionals² and the #1 pediatrician-recommended brand³, has crafted Pampers AMORE as an evolution to the trusted foundation of Pampers Pure, which offers a more premium and sensitive diaper experience for babies with extra sensitive skin. Built with love in every detail, Pampers AMORE features:

• Pampers’ most absorbent diaper ¹
• A soft as cashmere feel, crafted with the finest materials
• Advanced protection, including all-around Blowout and Leak Protection, and five-layer protection:
  • The five‑layer protection system includes a KeepDry™ liner, acquisition layer, absorbent core layer, fluffy pulp fibers, and a water‑resistant backsheet. The system works to quickly capture and lock away wetness.
• Clinically proven hypoallergenic
• Dermatologically tested and accredited by the Skin Health Alliance (SHA)
• Third -party lab tested for 1,000+ harmful chemicals⁴and free of fragrance, parabens, elemental chlorine and latex⁵
• Delicate, elevated prints for a modern, premium look

“One of the biggest contributors to skin irritation is prolonged contact with moisture and waste,” said Dr. Christopher B. Peltier, MD FAAP on behalf of Pampers. “A diaper that pulls wetness away quickly and keeps it locked can help reduce that exposure. Pampers AMORE offers fast absorption and a design that is consistent with what parents should look for when choosing a diaper for their baby.”

Pampers AMORE offers excellent dryness and absorption. Controlled laboratory tests showed that:

• Pampers AMORE helps keeps babies three times drier than Coterie®⁶
• Pampers AMORE absorbs moisture three times faster than Huggies Skin Essentials®⁷

Available in sizes newborn through 7, Pampers AMORE features a standard taped diaper design and is available nationwide at major retailers as of March 15.

For more information, visit https://www.pampers.com/en-us/product/amore to learn more.

What is Pampers AMORE?

Pampers AMORE is Pampers’ most premium and most absorbent diaper¹, designed to deliver elevated comfort, protection, and performance. It features a soft as cashmere feel, a hypoallergenic and free of fragrance design, and a protection system to help keep babies dry and comfortable.

Is Pampers AMORE designed for my baby’s sensitive skin?

Yes. Pampers AMORE is clinically proven to be hypoallergenic and dermatologically tested. It is free from fragrances, parabens, elemental chlorine, and latex⁵, and is accredited by the Skin Health Alliance, meeting high standards for skin safety.

How do I know Pampers AMORE is safe?

Pampers AMORE diapers are rigorously evaluated and tested for over 1,000 harmful chemicals⁴. Pampers then validated performance with standardized lab methods and ongoing quality checks, including testing 1500+ diapers per day for key safety and performance attributes. These testing standards help ensure the diaper is gentle and reliable for everyday use on baby’s delicate skin.

How is Pampers AMORE different from Pampers Pure?

While both Pampers AMORE and Pampers Pure are designed for sensitive skin, Pampers AMORE offers a more advanced design with enhanced absorbency. Pampers AMORE is microbiome compatible with a soft as cashmere feel and has a five-layer protection including a KeepDry ™ liner to deliver superior comfort and leakage prevention.

How does Pampers AMORE compare to other premium diaper brands?

Pampers AMORE helps keep babies three times drier versus Coterie⁶ and absorbs three times faster versus Huggies Skin Essentials⁷. Pampers AMORE is also backed by more than 60 years of Pampers’ quality and expertise and is part of the #1 pediatrician recommended diaper brand³.

What sizes does Pampers AMORE come in?

Pampers AMORE is available in sizes newborn through size 7, offering a consistent fit as babies grow.

Where can I buy Pampers AMORE?

Pampers AMORE is available at major retailers nationwide, both in‑store and online, as of March 15.

About Pampers

For more than 60 years, parents have trusted Pampers to care for their babies. Every day, more than 25 million babies in 100 countries around the world wear Pampers. Pampers offers a full range of diapers, wipes and training pants designed to provide protection and comfort for every stage of a baby’s development. Visit www.pampers.com to learn more about how Pampers is ‘behind every baby’ through its products, resources and rewards program.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands.

For other P&G news, visit us at https://www.pg.com/news.

¹ Among U.S. non-overnight taped diapers; excluding Super Economy Pack
² Hospitals - Based on hospital sales data; Nurses - Based on a 2025 survey of U.S. Nurses; NICU Professionals - Based on a 2025 survey of U.S. NICU Professionals
³ Based on a 2025 survey of U.S. and Canadian pediatricians
⁴ Seehttps://www.pampers.com/en-us/product/amore for more information
⁵ No natural rubber
⁶ Based on Size 4 Pampers Amore vs Size 4 Coterie; 3 loads of typical wettings of 75ml under 0.3psi pressure.
⁷ Based on Size 4 Pampers Amore vs Size 4 Huggies Skin Essentials, 3 loads of 75ml under 0.3psi pressure.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260313775047/en/

Sarah Pryor
MSL New York
Sarah.Pryor@MSLGroup.com

Source: Procter & Gamble