I am Carole Judge Llewellyn, Founder of JOONE, the manufacturer of 100% healthy French diapers. When I created my first start-up*, I realized that parents were extremely worried about the opacity of the products they used for their children, especially diapers. The industry was opaque, not well understood by parents, and not well explained by brands. And this total opacity is all the more distressing because a diaper is worn every day, several times a day, by those who are most dear to us and most vulnerable: our babies. This seemed unacceptable to me. So I wondered, how to revolutionize this product? How can we shake up an opaque industry governed by super-powerful manufacturers? How can we do well by doing good? With JOONE, I wanted to transcend the status quo, uphold the values of absolute transparency and industrial ethics for parents. Because I am convinced that transparency is the future of the industry, the standard of tomorrow.