up & up SuperAbsorb

Store brands are supposed to be the compromise you settle for. up & up SuperAbsorb, Target's house diaper, mostly isn't. At about $0.21 per diaper it's the cheapest option in our catalog, and yet it's fragrance-free, chlorine-free, breathable, and hypoallergenic, a spec sheet that shames plenty of pricier name brands. It holds a 4.2 rating and runs the full range from size 0 through 7.

The honest framing is that you give up a little, not a lot. up & up is a polyester-based diaper rather than cotton, it has no eco story, and you can only buy it at Target. But the things that actually protect a baby's skin, the absence of fragrance and chlorine, are all here, at a price no name brand matches.

Our scorecard

4.2 / 5

Leak protection

4.7

Comfort & fit

4.7

Skin safety

4.9

Sustainability

2.2

Value

4.6

Scores blend each product's verified specs with its overall owner rating, weighted the same way for every diaper. Learn more about our evaluation framework.

The quick take: Buy up & up SuperAbsorb if you want the lowest price without giving up fragrance-free, chlorine-free materials, and you shop at Target. It even out-specs Luvs Pro Level on materials at a lower price.

Who they're for

If price is your top priority, up & up is the headline pick, and the surprise is that you don't have to sacrifice skin-friendliness to get the lowest cost. For the bulk of daytime changes, it does the job for less than anything else here.

If you want clean materials on a budget, this is the standout. Fragrance-free, chlorine-free, and breathable at $0.21 is genuinely unusual; many diapers at twice the price aren't all three. For a baby with mildly sensitive skin, that combination at this price is hard to argue with.

If you want a cotton feel, eco materials, or to shop anywhere but Target, look elsewhere. up & up is polyester-based, conventional, and a Target exclusive, so a non-Target household or a parent set on cotton has better-matched options.

How they perform

Leak and blowout protection

Leak protection scores well for a budget diaper. Blowout protection is a confirmed spec, and up & up pairs absorption channels with a true-to-size fit and stretchy tabs. Target markets 12-hour leak protection; treat the number as a claim, but the 4.2 rating says leaks are not a frequent complaint for everyday use.

The leak score sits a little below the premium diapers, which is the honest reality of the price tier, but it's comfortably in dependable territory for daytime changes. For overnight, a dedicated overnight diaper still does better, as it does for every daytime diaper.

The remarkable part is the company up & up keeps on the spec sheet at this price. Plenty of budget diapers hit a low price by being thin and scented; up & up gets there while staying fragrance-free, chlorine-free, and breathable, which are usually the first things a cheap diaper drops. That's the difference between a diaper that's merely cheap and one that's genuinely good value, and it's why up & up earns a recommendation rather than a grudging mention.

Comfort and fit

up & up is rated true to size, which is a real convenience: trust the weight ranges and you'll get a good fit without sizing tricks. The stretchy tabs add a little give for comfort.

The honest note is feel. This is a polyester-based diaper, so it's a touch less soft than a cotton or premium diaper. Most babies neither notice nor mind, but if a plush feel is a priority, that's the upgrade a cotton diaper like Huggies Little Snugglers offers.

Skin safety

This is where up & up punches far above its price, earning a near-perfect skin score. It's hypoallergenic, fragrance-free, chlorine-free, latex-free, and paraben-free, and made without lotions or phthalates. That clean profile at $0.21 is the diaper's signature achievement, and it's the clearest reason to choose it over a cheaper-feeling budget diaper that may still be scented.

For a baby with everyday or mildly sensitive skin, up & up covers the irritants that matter most without asking you to pay up for the privilege.

Sustainability

There's no eco story here, and the score reflects it. up & up is a conventional polyester-based disposable optimized for value. If sustainability is a priority, the plant-based brands are where to look, and Rascal + Friends Premium Diapers offer a clean, plant-based profile for not much more.

Living with them day to day

up & up is a no-drama diaper to live with: the tabs hold, the wetness indicator works, the true-to-size fit means few surprises, and the fragrance-free build means no perfume from a fresh pack. For a Target-shopping family that buys in bulk, it slots straight into the routine and quietly saves money.

The two constraints are feel and availability. The polyester build is slightly less plush than premium options, and you have to shop at Target, in store or online, to get it. Neither is a real problem for most families, but they're the trade-offs behind the low price.

For a Target-loyal household, the availability constraint actually cuts the other way: up & up pairs naturally with a Target Circle membership and the store's regular diaper deals, which can push the already-low price down further. Many parents who shop there default to up & up for daytime and reserve a premium or overnight diaper for the situations that warrant it, which is the same smart two-diaper strategy that works with any value daytime diaper, just at the lowest entry price in the catalog.

What they cost

At about $0.21 per diaper, up & up is the lowest running cost in the catalog:

Stage	Typical changes/day	Approx. monthly cost
Newborn (0–1 mo)	10–12	$63–76
1–4 months	8–9	$50–57
5+ months	6–7	$38–44

Over a first year of exclusive use that's roughly $525 to $630, comfortably the cheapest path here, and well under half what a premium diaper costs. The closest competition on price is another store brand or Luvs Pro Level, but up & up edges Luvs on materials by being chlorine-free, which is the rare case of paying less and getting a cleaner spec sheet.

Picking the right size

up & up SuperAbsorb runs the full range from size 0 through 7, and it's true to size, so the weight ranges on the pack are reliable. Size up at red marks or leg leaks. Our diaper size guides help match size to weight.

How they compare

up & up's comparison set shows it winning on value:

• Luvs Pro Level is the closest cross-retailer rival on price, but it isn't chlorine-free, so up & up is the cleaner choice for about the same money or less.
• Huggies Snug & Dry costs a bit more and rates higher, with a similar fragrance-free, chlorine-free profile, so it's the step up if you want a higher rating or shop outside Target.
• Huggies Little Snugglers are the cotton, higher-rated upgrade for sensitive skin, at a higher price.

up & up is the value champion: the lowest price with a genuinely clean spec sheet. You trade away softness, eco materials, and the freedom to shop anywhere but Target.

• Pampers Swaddlers$0.43 · 4.8★
• Pampers Pure Protection$0.47 · 4.8★
• Huggies Little Swimmers$0.64 · 4.8★
• Pampers Cruisers$0.46 · 4.8★
• Huggies Little Snugglers$0.37 · 4.7★
• Pampers Swaddlers Overnights$0.56 · 4.7★
• Huggies Little Movers$0.42 · 4.7★
• Pampers Cruisers 360$0.47 · 4.7★
• Huggies Special Delivery$0.54 · 4.7★
• Huggies Snug & Dry$0.33 · 4.6★
• Huggies Overnites$0.56 · 4.6★
• Pampers Baby-Dry$0.32 · 4.6★
• HealthyBaby Our Diaper$0.58 · 4.6★
• Rascal + Friends Premium Diapers$0.32 · 4.6★
• Hello Bello Swim Diapers$1.80 · 4.6★
• PurePail Diapers$0.45 · 4.6★
• Seventh Generation Overnight Baby Diapers$0.95 · 4.6★
• DYPER Charcoal Enhanced Diapers$0.67 · 4.6★
• Parent's Choice Dry & Gentle$0.16 · 4.5★
• Parent's Choice Gentle Dreams$0.25 · 4.5★
• The Honest Company Honest Diapers$0.60 · 4.5★
• Luvs Pro Level$0.22 · 4.5★
• DYPER Simply Kind Diapers$0.54 · 4.4★
• Millie Moon Luxury Diapers$0.32 · 4.4★
• The Honest Company Overnight Diapers$0.68 · 4.3★
• Hello Bello Premium Diapers$0.78 · 4.3★
• Bambo Nature Dream Diapers$0.49 · 4.3★
• Cuties Complete Care Diapers$0.35 · 4.3★
• Hello Bello Overnight Diapers$1.36 · 4.3★
• Terra 85% Plant-Based Diapers$0.73 · 4.2★
• up & up SuperAbsorb Overnight$0.31 · 4.2★
• up & up SuperAbsorb$0.21 · 4.2★
• Bambo Nature Overnight Diapers$0.54 · 4.1★
• Luvs Overnights$0.29 · 4.1★
• Millie Moon Overnight Diapers$0.51 · 3.9★
• Babyganics Triple Dry Diapers$0.39 · 3.9★
• Comfees Premium Diapers$0.66 · 3.8★
• PROUDLY Soft & Absorbent$0.34 · 3.4★
• Seventh Generation Baby Diapers$0.19 · 3.1★

This review Other diapersDashed lines mark the category average

What the 4.2 rating tells you

A 4.2 rating is solid for a store brand, and the context matters. It says up & up is dependable for everyday use, with leaks the exception, while sitting a notch below the premium diapers that anchor the top of the scale. For a diaper at this price with this clean a spec sheet, that's a strong showing, not a warning.

What the rating reflects is the budget tier's reality: a slightly plainer feel and a hair less leak headroom than a premium diaper. For most daytime use that gap is invisible, and the money saved is substantial, which is exactly the trade a value shopper is looking to make.

How we scored it

The scorecard captures an exceptional value diaper. Skin safety scores near the top, an unusual feat at this price, and leak protection and comfort are solid. Value is high, anchored by the lowest price in the catalog against a respectable rating and clean materials. Sustainability is the only weak number, with no eco component. The overall reflects a diaper that does the important things well for remarkably little money, with feel, eco materials, and Target-only availability as the deliberate trade-offs.

Before you buy

• up & up is the value champion: cheapest, yet fragrance-free and chlorine-free.
• It's a Target exclusive, so it suits Target-shopping households.
• For a cotton feel, step up to Huggies Little Snugglers.
• For clean plant-based materials at a small premium, look at Rascal + Friends Premium Diapers.

up & up SuperAbsorb FAQ

Are up & up SuperAbsorb diapers good?

Yes, especially for the price. At about $0.21 a diaper they're the cheapest in our catalog, yet fragrance-free, chlorine-free and breathable, a cleaner spec sheet than many pricier diapers.

Are up & up diapers fragrance-free?

Yes. They're fragrance-free, chlorine-free, hypoallergenic, latex-free and paraben-free, made without lotions or phthalates, which is unusual at this price.

up & up vs Luvs Pro Level, which is better?

They're close on price, but up & up is chlorine-free where Luvs isn't, so up & up is the cleaner choice. Luvs is available more widely; up & up is Target-only.

How much do up & up SuperAbsorb cost per month?

At about $0.21 per diaper, roughly $63–76 a month for a newborn at 10–12 changes a day, dropping toward $38–44 for an older baby, the lowest in the catalog.

Where can I buy up & up diapers?

up & up is Target's store brand, so they're sold at Target, in store and online, and not at other retailers.

Where to buy

Where to buy up & up

TargetBrand site

The bottom line

up & up SuperAbsorb is the value champion: the cheapest diaper in our catalog, and yet fragrance-free, chlorine-free, and breathable, a cleaner spec sheet than diapers costing twice as much. You give up a cotton feel, eco materials, and the ability to shop anywhere but Target, but for a budget-minded family that wants clean materials without the price, it's the smartest buy here. Step up to Huggies Little Snugglers for cotton, or to Rascal + Friends for plant-based materials at a small premium.