Healthybaby founder Shazi Visram is applying the plant-based, organic model of her former baby food company Happy Family Organics to a new category — diapers.

Why it matters: The global baby diaper market is expected to grow 59% to about $92 billion by 2030 from 2021, driven in part by demand for organic or toxin-free products.

What's next: Healthybaby, backed by investors including KKR co-founder Henry Kravis, could seek more capital, Visram says.

Details: Founded in 2018 under the name Healthynest, the company rebranded as Healthybaby after it was able to acquire the domain name.

By the numbers: Healthybaby's run rate has exceeded that of Happy Family in its fifth year of sales with an eight-figure run rate on very little marketing, Visram says.

Of note: The startup is relaunching its website in October with improved guides and new content, Visram notes.

Yes, and: The D2C brand gets "requests for retail physical distribution often and we're deciding how to best service its consumers," Visram says, in response to whether we could see the products in a store anytime soon.

Flashback: Visram has a playbook that works, as evidenced by Happy Family's $250 million exit to Danone in 2013.

The big picture: "We’ve only scratched the surface of what I want to accomplish," Visram explains.