Zuluff – The Success Story of a Romanian Brand

In the story of the Zuluff brand, everything started with a challenge: Can we make a diaper without compromises? Then, this challenge turned into a mission: Ana and Mihai Voicu, entrepreneurs with experience in retail and FMCG, launched Zuluff in 2019, believing that parents deserve a proper diaper – safe for the skin, responsible for the planet, and honest through and through.

C&B: Ana, how did it all start? What was the moment when you decided to create a Romanian diaper brand?

Ana Voicu: Zuluff started from a moment of deep honesty with myself. I was in the car, stuck in traffic, and I realized I didn’t want to wait anymore. After years in corporations and a career in FMCG, I felt the need to build something of my own. I had worked for many years in the diaper category and I knew very well what’s behind the big brands. I also knew that we could do better, cleaner, and more responsibly. That’s how the idea of Zuluff came about: a genuine Romanian brand with a product designed for the real needs of today’s parents.

C&B: Zuluff is a bold initiative, especially in a field dominated by international brands. What motivated you to go into the sustainable diaper niche?

Mihai Voicu: It was precisely the lack of real alternatives that motivated us. A single child uses thousands of diapers by the age of 2 – and most of them are almost entirely made of plastic. We asked ourselves, “Can’t we do it differently?” And we started looking for solutions. It was clear from the beginning that we didn’t just want an eco-friendly diaper, but one that works flawlessly – without compromises on the protection it offers, and without compromises regarding the health of the baby’s skin.

C&B: Why did you choose bamboo as the main material? What makes it so special for babies’ skin?

Ana Voicu: Bamboo is an incredible raw material – it grows quickly, without pesticides, and is very gentle on the skin. Its fibers are natural, breathable, and antibacterial. Being naturally hypoallergenic, it is ideal for sensitive skin or skin prone to irritation. It’s not just sustainable, it’s simply perfect for babies.

C&B: Tell us more about the Dermatest certification from Germany. How does such a test work, and what did the “excellent” rating mean for you?

Mihai Voicu: The Dermatest testing was an essential validation. Our diapers were dermatologically tested for several weeks on sensitive and atopic skin. The “Excellent” rating means that our product not only doesn’t irritate but actually protects the skin. It was a moment of pride – we already knew we had a safe product, and now we had the official proof.

C&B: How do parents in Romania respond to the idea of a partially biodegradable diaper? Do you feel there is an increasing openness towards sustainable products?

Ana Voicu: Yes, definitely! In the beginning, we felt we had to explain “why” a lot. Today, parents come to us with questions about composition, environmental impact, and they are much more informed. We have moms who even compost the biodegradable part of the diaper at home. There’s a noticeable and encouraging shift in mindset. However, it’s important to note that the main reason parents choose Zuluff today is the lack of irritation.

C&B: What are the most common problems parents face with conventional diapers, and how does Zuluff respond to these needs?

Mihai Voicu: The most common frustrations are related to irritation, artificial fragrances, and the lack of transparency from manufacturers. Many parents don’t know what’s in regular diapers. In current legislation, diaper manufacturers aren’t required to list the ingredients on the label, so often, you have no idea what’s in the diaper you’re using every day, non-stop. We believe in transparency with the parents who trust us, and we’ve removed everything unnecessary from our diapers. Zuluff is fragrance-free, lotion-free, and has a simple design, without cartoon characters. We take care of the skin, but also the mind – it’s comforting to know exactly what you’re using.

C&B: What is the environmental impact of using Zuluff diapers compared to conventional ones? Can you provide a concrete example?

Ana Voicu: A child produces over 100 kg of plastic waste just from diapers in the first two years. Our diapers are 75% biodegradable – that’s tens of kilograms less plastic thrown away. Essentially, a family using Zuluff is actively contributing to reducing pollution without sacrificing comfort. Why only 75%? Because technology still doesn’t allow for the complete replacement of the superabsorbent gel – without it, the diaper wouldn’t function effectively. For now, we are at the maximum possible on the market, but the factories we work with are already studying greener solutions in this direction.

C&B: What feedback do you receive from moms who have been using Zuluff for a while? Have you received messages that particularly moved or encouraged you?

Mihai Voicu: At first, I was nervous about the messages we’d receive because we didn’t know how parents would react. Over time, we’ve received thank-you messages from moms who finally saw their child’s skin clear and irritation-free; from moms who went on vacation with their trunks packed full of Zuluff because it was the only thing they couldn’t find abroad. When the product works, the good feedback comes naturally.

C&B: Beyond the product, how do you build your relationship with the parent community? What role do social media and direct communication with customers play in your story?

Ana Voicu: For us, social media is like a conversation with friends – we don’t just post products, but also questions, stories, and vulnerabilities. We have parents who write to us directly, ask for advice, and send us pictures of their baby in Zuluff. The relationship is very personal, and that’s something we want to maintain.

C&B: You mentioned that you’re passionate about retail and FMCG. How has this experience helped you in developing Zuluff?

Ana Voicu: There’s always confusion – people think we started the business because we wanted a better diaper for our child. In reality, we started the business long before having a child because we understood both the category and the retail ecosystem very well. It’s important to start something you love and that you have at least a little knowledge of – that’s how you increase your chances of success.

C&B: What challenges do you face as a local brand in a competitive market? How do you manage to differentiate yourself?

Mihai Voicu: The challenges are numerous. It’s not just about visibility, but also about price perception, retailers’ reluctance to bring a niche product into a mature category, and how difficult it is to communicate a complex message in a space oversaturated with ads. Zuluff isn’t just “another diaper” – it’s a conscious, informed choice, and that requires time, education, and trust. We differentiate ourselves through complete transparency, the real quality of the product, and our honest voice. We don’t embellish, we don’t exaggerate – we call things by their name and we stand by every promise. And it’s this authenticity that makes us seen and chosen, more and more often.

C&B: What is the manufacturing process of a Zuluff diaper?

Mihai Voicu: Each Zuluff diaper is the result of a carefully thought-out process that combines innovation with responsibility. We manufacture in Asia, in specialized factories that work exclusively with sustainable materials such as bamboo – because only there did we find the expertise and technology necessary for our standards. We have our own formula, developed together with industry experts, and we monitor each step – from material selection to final product testing. The design, testing on sensitive skin, and all quality checks are done in Romania to ensure that every Zuluff diaper meets what we promise: safety, gentleness, and efficiency.

C&B: How do you see the future of sustainable diapers in Romania? Do you believe this type of product will become the new standard?

Ana Voicu: We believe that sustainable diapers are not just a trend but part of a profound transformation in how parents choose for their children. We’re already seeing clear signs: more and more parents are informing themselves, asking questions, and looking for alternatives. Retailers are also starting to open up to more responsible products. We don’t expect a change overnight, but we’re convinced that the direction is clear. Over time, sustainability will become an essential criterion, not just a “nice to have.” And we want to be an active part of this change – with a product that respects both the child and the planet on which they will grow.

C&B: And finally – if you had to describe Zuluff in one sentence for a parent who hasn’t heard of you yet, what would you say?

Ana Voicu: Zuluff isn’t a cute diaper – it’s a responsible diaper. No gimmicks, no fragrance, no compromises.

C&B: The story of Zuluff started in 2019, and you have experience in entrepreneurship. What advice would you give to a young entrepreneur just starting out?

Mihai Voicu: Start. Don’t wait for the perfect moment, because it never comes. And when things get tough – which they definitely will – remember why you started. Passion isn’t everything, but it’s an extraordinary fuel.