MONNO — a hygiene brand for children and families. MONNO is a hygiene brand steadily expanding its product portfolio and market presence in Uzbekistan. The brand entered the market with baby diapers and subsequently expanded its portfolio to include adult diapers, feminine hygiene products, and baby skin care products. MONNO’s key ambition is to make high-quality, everyday hygiene products accessible to a broad audience while building a strong, recognizable, and trusted brand in the Uzbek market.
Problem
In 2024, MONNO entered the market as a new brand of baby hygiene products. At launch, the product line consisted of only one item — baby diaper pants. The key challenge was to build broad retail presence and establish the new brand in the market.
Solution
To achieve fast and effective retail expansion, a special promotion was launched. It was implemented without advertising support and helped introduce the new product into retail outlets through an already well-selling product. In 2025, the MONNO product line was expanded to include taped diapers, adult diapers and feminine hygiene products. A brand advertising campaign was launched. In 2026, baby skin care products became a new direction for the brand. Part of the traditional advertising channels was replaced with influencer and blogger marketing. Around 13 influencers and bloggers participated in the campaign.
Results
In 2024 alone, MONNO was introduced into more than 15,000 retail outlets — without advertising support. In 2025, the brand entered Top of Mind, while sales grew from a near-zero level to the level of a category leader. In 2026, a single advertising video generated 90 million organic views within 3 months, without paid promotion. The total number of views was even higher. In the first half of 2026, sales grew 280%. Compared with the first half of 2025, the brand’s market share in value terms increased by 200%. Over three years, MONNO evolved from a new product into a brand with a broad product portfolio and a position among the category leaders.
