Parenting comes with countless decisions, and choosing the right diaper brand is one of the most important—and constant—one you’ll make. Up & Up, a store-brand diaper from Target, is a popular option for cost-conscious families. But is Up & Up a good diaper brand when it comes to comfort, performance, and value? In this detailed review, we’ll explore everything you need to know about this budget-friendly brand, including its ingredients, effectiveness, environmental impact, parent reviews, and how it stacks up against premium brands like Pampers and Huggies.
What Is Up & Up and Who Makes It?
Target’s Generic Diaper Line
Up & Up is a private-label brand developed exclusively for Target. As a member of Target’s family of store brands—including well-known names like Good & Gather and Cat & Jack—Up & Up aims to offer high quality at lower costs to shoppers. Unlike national brands, store brands like Up & Up don’t advertise heavily, instead relying on in-store placement and consumer experiences to build brand loyalty.
Positioned as a Budget Product
The brand’s primary positioning is affordability. Many parents turn to Up & Up when they’re shopping for baby essentials at Target, especially during frequent diaper-rebuy situations. Compared to name brands like Pampers Swaddlers or Huggies Little Snugglers, Up & Up is significantly less expensive—by as much as 20–40%—depending on the retailer and specific product.
Product Features of Up & Up Diapers
Materials and Ingredients
Up & Up diapers use many of the same materials found in premium diapers. They feature a polypropylene outer layer, an inner absorbent core made from fluff pulp and super-absorbent polymer (SAP), and are free from chlorine bleaching, scents, and latex. This makes them a good option for parents seeking sensitive-skin-friendly options.
However, it’s important to note that while Up & Up does promote itself as “free from” certain substances, the brand does not currently publish a full list of ingredients like some premium brands do. For transparency-conscious parents, this can be a drawback.
Absorbency and Leakage Protection
The key to a good diaper is the combination of high absorbency and effective leak-proof design.
- Liquid-Guard Liner – Up & Up features a protective inner lining designed to lock moisture away, keeping babies dry and comfortable.
- Double-Layer Leg Cuffs – These aim to prevent messes during active moments.
Based on real parent reviews, leak protection is generally adequate, especially for daytime use. However, for night-time or longer wear, many users note that other diapers like Pampers Overnight or Huggies Snug & Dry outperform Up & Up, especially for babies with high urine output.
Fitting and Comfort
Up & Up diapers come in all standard sizes (from Newborn to Size 6), and each size is tailored to specific weight ranges. The diapers feature stretchy side panels and a soft, breathable inner layer. However, some parents find the leg holes a little tight, potentially leading to red marks for some babies. For the most part, though, comfort scores positively in user reviews.
Up & Up Diapers vs. Pampers & Huggies
Price Comparison
One of the biggest appeals of Up & Up is its cost. Here’s a comparison table breaking down cost per diaper across a range of sizes for Up & Up, Pampers Swaddlers, and Huggies Little Snugglers.
| Brand/Size | Average Price per Diaper |
|---|---|
| Up & Up (Size 1) | $0.12 |
| Pampers Swaddlers (Size 1) | $0.21 |
| Huggies Little Snugglers (Size 1) | $0.18 |
| Up & Up (Size 4) | $0.16 |
| Pampers Swaddlers (Size 4) | $0.24 |
| Huggies Little Snugglers (Size 4) | $0.21 |
As you can see, Up & Up consistently lands at a lower price point, which can add up significantly over time.
Performance Comparison
While affordability is a major draw, how do Up & Up diapers perform side-by-side with industry leaders like Pampers and Huggies?
- Absorbency: Up & Up’s SAP core delivers solid performance but does not keep up with the premium options in long nighttime usage.
- Skin Comfort: Up & Up’s hypoallergenic materials match up well against competitors, though occasional reports highlight mild irritation compared with Pampers’ BreatheFree technology.
- Fitness for Active Babies: Pampers and Huggies generally score better in flexibility and motion containment, thanks to more established engineering features.
What Real Parents Are Saying
Online Parent Reviews: Up & Up Diapers on Target
A survey of customer reviews on Target.com reveals a favorable reception. The product page averages close to 4.5 stars based on thousands of reviews. Positive reviewers praise the affordable pricing, reduced skin irritation, and suitability for newborns.
Negative reviews often cite:
- Leakage after several hours of wear
- Inconsistent sizing across types (e.g., Ultra All-Day vs. sensitive-skin variants)
Reddit and Other Parenting Communities
Parent-focused platforms like Reddit’s r/babyBumps and r/Parenting show that many families use Up & Up as a “daytime diaper” to help reduce costs but rely on premium brands for night-time comfort.
One Redditor shared: “We use Up & Up during the day and double diaper for naps. But for a 12-hour night, we switch back to Pampers.”
Eco-Friendliness and Allergy Considerations
Are Up & Up Diapers Eco-Friendly?
Disposable diapers have a significant environmental footprint, and while some brands are making strides toward sustainability (like Honest Company with compostable layers and eco-certified materials), Up & Up currently does not advertise environmental certifications or eco-friendly production.
However, in terms of resource use per unit, being less expensive could drive lower consumption waste compared to buying trial-sized packs of high-end diapers.
Are They Safe for Sensitive Skin?
Up & Up offers a Sensitive Skin variant that eliminates dyes, scents, and certain potential irritants, making it gentle enough for babies with eczema-prone or reactive skin. Many parents confirm their child experiences fewer rashes or redness with this line, often switching from heavily scented options like Luvs.
Still, for highly sensitive babies, organic cotton options or diapers from sustainable brands like Eco by Naty or Bambo Nature might provide additional assurance.
Up & Up Diaper Sizing and Fit
Proper sizing is essential to minimizing leaks and keeping your baby comfortable. Up & Up follows standard diaper sizing conventions:
- Newborn: Up to 10 lbs
- Size 1: 8–14 lbs
- Size 2: 12–18 lbs
- Size 3: 16–28 lbs
- Size 4: 22–37 lbs
- Size 5: 27+ lbs
- Size 6: 35+ lbs
Some parents have noted that the Newborn size may run small and recommend keeping a few back-up Pampers or Huggies on hand for the first few weeks.
Special Variants
Up & Up also offers:
- Ultra All-Weather Diapers – For added performance in humidity or temperature extremes.
- Clips & Cuffs Diapers – Designed for easy changing and secure nighttime use.
Value for Money Analysis
Cost Efficiency Over Time
Consider this basic calculation:
- A baby may use a minimum of 6,000 diapers before potty training.
- If the average price per diaper is $0.15 for Up & Up versus $0.23 for Pampers, that’s a savings of $480 over two years.
For families on a fixed budget, especially during early parenting, this difference can make a real impact. However, it’s wise to test sample packs or trial-size offers before committing to a purchase plan.
Clubs, Rewards, and Target Deals
Using the Target Circle rewards program, parents can earn 1% back on Up & Up purchases and receive exclusive coupon drops. When combined with Cartwheel savings and sale cycles, Up & Up becomes even more price-competitive in the marketplace.
Who Should Use Up & Up Diapers?
For Budget-Conscious Families
Up & Up is especially attractive to new parents who want to save money while ensuring basic diaper needs are met. Since babies outgrow sizes quickly, the ability to buy a few packs at a time without huge long-term costs makes this brand appealing.
For Daycare and Backup Supply Use
Childcare centers and parents who stockpile backups for emergencies or travel may prefer Up & Up for its affordability, ease of use, and accessibility through major retailers.
For Infants with Sensitive Skin
While not organic or compostable, the sensitive variant of Up & Up diaper does eliminate some ingredients that could cause irritation, especially in contrast to fragranced options from major competitors.
Conclusion: Is Up & Up a Good Diaper Brand?
Summarizing Key Points
So, is Up & Up a good diaper brand? The short and practical answer is:
- Yes, for budget-conscious parents willing to trade off some premium performance for cost savings.
- No, if your baby regularly experiences leakage or needs extended-night coverage regularly.
From affordability and accessibility to general satisfaction with skin safety and fit, Up & Up diapers offer a solid starting point—especially when combined with more premium options for specific functions.
Final Recommendation
For families looking to reduce early parenting costs without sacrificing comfort and protection, Up & Up offers a strong core value. Consider trying a small pack first, and if it works, use store programs like Target Circle and weekly deals to optimize cost even further.
Ultimately, the best diaper is the one that fits your baby well, feels comfortable on their skin, and suits your family’s lifestyle and budget. Up & Up can be a great diaper for many families—but not the only one, especially during specific times like overnight.
If you’re comparing Up & Up to other popular store brands like Amazon Mama Bear or Costco’s Kirkland Signature, you may also want to explore those options—particularly if you’re shopping online or in bulk. We’ll cover those comparisons in a future article, keeping your baby’s comfort and your budget top of mind.
How does Up & Up compare to other diaper brands in terms of quality?
Up & Up, a private-label brand sold at Target, has garnered attention for its competitive quality when compared to national name brands like Pampers and Huggies. In independent reviews and consumer tests, Up & Up diapers have demonstrated reliable absorbency and decent comfort features, especially in their higher-end lines like Up & Up Supreme. While they may not include some of the premium features found in more expensive brands, they provide satisfactory performance for most babies, particularly when used for their intended wear time (such as overnight or daytime use).
Many parents have reported little to no difference in leakage protection or softness between Up & Up and more expensive options. The Supreme variant also includes features like enhanced wetness indicators, breathable materials, and snug-fitting leg cuffs. However, for very active babies or those prone to rashes and sensitivities, the difference in materials and skin protection technology may be more noticeable. Overall, Up & Up competes well in terms of functional quality, especially for budget-conscious consumers.
Are Up & Up diapers affordable compared to other leading brands?
One of the standout features of Up & Up diapers is their affordability. Compared to premium brands like Pampers Swaddlers or Huggies Little Snugglers, Up & Up typically costs less per diaper, allowing families to save significantly over time. This price differential makes Up & Up a popular choice among parents who are mindful of the high cost of diapering over the first few years of a child’s life without wanting to sacrifice basic performance and comfort.
Target often runs promotions and offers baby registry discounts that further enhance the value of Up & Up, especially through their Cartwheel app and REDcard credit card benefits. When bought in bulk or during sales, Up & Up can be a cost-effective alternative that meets most diapering needs sufficiently. While name brands may offer added features for skin health and mobility, the lower price point of Up & Up allows parents to invest in other necessities for their baby without breaking the bank.
Do Up & Up diapers cause skin irritation or allergic reactions?
While no diaper brand is completely free of complaints regarding skin irritation, Up & Up diapers have generally received a fair amount of positive feedback in terms of skin compatibility. The brand has reformulated its diapers over the years to meet safety standards and address sensitivities. Up & Up Supreme diapers, for instance, are designed to be dermatologically tested and are free of fragrances, lotions, and chlorine. This makes them a reasonable option for babies with mild skin sensitivities or those transitioning from more expensive, hypoallergenic diapers.
Some parents have noted that prolonged use or infrequent changes can lead to irritation, which is a common issue across all diaper brands. If a baby develops a rash while using Up & Up, it may be worth experimenting with other fragrance-free, hypoallergenic options, or ensuring that diapers are being changed regularly. Target also offers an easy return policy, so if a child reacts negatively, the product can be returned without hassle. In general, while reactions are possible, they are not widespread or more common with Up & Up compared to competitors.
Are Up & Up diapers environmentally friendly or sustainable?
Up & Up diapers are not marketed as an eco-friendly or sustainable option in the same way as some other brands that specialize in plant-based or biodegradable materials. As with most traditional disposable diapers, they are composed primarily of synthetic materials, including polyethylene, polypropylene, and absorbent polymers. However, in recent years, Target has made a corporate commitment to sustainability, which may reflect in future product formulations or packaging for their baby care line.
Target has indicated a general interest in reducing environmental impact through sustainable sourcing and reduced plastic use across product lines. Consumers interested in greener options might want to explore brands like Eco by Naty or Honest Company. However, for those who prefer the convenience and price of disposables and are not specifically prioritizing green diapers at this time, Up & Up remains a practical choice, especially when combined with efforts like recycling diaper packaging or reducing landfill waste through community composting initiatives.
How does the sizing and fit of Up & Up diapers compare to other brands?
Up & Up diapers come in standard sizes ranging from Newborn to Size 6, and they are generally sized similarly to other major diaper brands. Many parents find that the sizing runs slightly roomier than competitors, which can be beneficial for larger or chubbier babies. The Supreme line features stretchy waistbands and adjustable leg cuffs that help in achieving a snug, secure fit while allowing for flexibility in movement.
Despite this, some parents have noted variations depending on diaper style (e.g., overnight vs. regular) and across different size transitions. As with any diaper brand, fit is highly dependent on the baby’s body shape, activity level, and the frequency of diaper changes. If issues arise with leaking or fit, it may be necessary to move up a size or try a different variant within the Up & Up line. Overall, the reliability of fit is considered satisfactory for both everyday and overnight use.
What types of Up & Up diaper lines are available, and what are the differences?
Up & Up currently offers two main diaper lines: the standard Up & Up and the premium Up & Up Supreme. The standard line includes traditional diaper construction with adequate absorbency and is often sold at a lower price point. It is suitable for many everyday needs but may lack some of the performance features parents look for in more advanced diapers. In contrast, Up & Up Supreme has enhancements like a dual-layer absorbent core, a drying layer for improved skin health, a hypoallergenic design, and a breathable, plant-based backsheet.
These features make the Supreme line particularly attractive for overnight use or for parents concerned with leakage and diaper rash prevention. The Supreme version is also designed to be more comfortable for active babies throughout the day. While the difference in price between the lines is noticeable, many consumers find the enhanced features of Supreme worth the investment, especially if they help cut down on diaper rash episodes or late-night changes.
Can you return Up & Up diapers if they don’t work for your baby?
One significant advantage of purchasing Up & Up diapers is Target’s generous return policy. If the diapers don’t suit a baby—whether due to leakage, irritation, or sizing—you can return them to any Target store or via Target.com within the return window, which is typically 90 days from the date of purchase. Most unopened packages are accepted for return without questions, and even opened packages may be taken back depending on store policy.
This flexibility allows parents to test Up & Up at little to no risk, especially when switching from another brand. The option to return the product gives families the freedom to try different diaper types without the fear of wasted money. This makes Up & Up not only a budget-friendly option but also an easy one to experiment with, particularly during a stage of parenting where comfort and reliability are paramount and can vary greatly from baby to baby.