Freestyle, a Santa Monica, California–based baby care brand focused on high-performance diapers and wipes, announced that it has raised $10 million in Series A funding. The round was led by Silas Capital with significant participation from ECP Growth, along with existing investors including Mucker Capital, Adapt Ventures, Superangel, and others.
The funding comes as a new generation of parents increasingly seeks baby products that prioritize ingredient transparency, skin safety, and high product performance. Freestyle said the investment will support its next phase of growth, including product development, supply chain infrastructure, and expanded marketing initiatives designed to strengthen brand awareness and community engagement.
Originally launched as a digitally native brand, Freestyle has been rapidly expanding its retail footprint. The company recently rolled out its products nationwide through Walmart and Target locations while continuing to grow a loyal online customer base through direct-to-consumer sales and digital platforms.
Freestyle positions itself as part of a broader shift in baby care toward cleaner and higher-performance alternatives to legacy diaper brands. The company’s flagship diapers combine advanced absorbency technology with skin-safe, non-toxic materials and are Total Chlorine Free and EWG Verified. These standards are designed to address growing demand among millennial and Gen Z parents for safer and more transparent consumer products.
The company said the new capital will help expand its product portfolio with additional innovations, deepen strategic partnerships with national retailers, and increase marketing investment across digital, retail media, and community channels.
Freestyle was founded by parents seeking to create baby care products that combine performance, safety, and thoughtful design. Its diapers feature patent-pending seven-layer absorbency technology designed to provide strong leak protection while protecting babies’ sensitive skin.
KEY QUOTES:
“Freestyle was created by parents, for parents, and brings a new level of thoughtful design and high-performance engineering to the baby aisle. Our goal is to check all of the boxes for modern, discerning parents.”
Russ Wallace, Co-Founder And CEO Of Freestyle
“Parents today are incredibly informed and intentional about the products they bring into their homes. With Silas Capital as our investment partner, we’re excited to accelerate innovation, expand access, and continue building a brand that meets the evolving needs of families everywhere.”
Mike Constantiner, Co-Founder And Chief Brand Officer Of Freestyle
“Freestyle brings a fresh perspective to baby care through a thoughtful combination of product performance, design, and brand storytelling — at a price point that makes it an exceptional value for today’s families. The team has built incredibly strong early momentum across both retail and digital channels largely through word-of-mouth, and we believe Freestyle is uniquely positioned to become the leading brand in the next generation of baby care.”
Frank Lin, Partner At Silas Capital
