Bogged down by all the necessities in their purses, moms toting water bottles and snacks galore are creating a Bogg Bag boom as they scramble for the coveted tote. The behemoth plastic tote has gone viral online for holding everything a parent might need for a beach day or after-school pick-up. On TikTok , where the $90 bag has earned a cult following, moms share their Bogg Bag restock routines — emptying, cleaning and refilling their totes with the essentials — and fawn over the sheer volume of the sturdy bag.
“I absolutely love it,” exclaimed a creator named Krystine in an online video showing off her bright green tote and explaining she uses it “all the time.” “POV you gave into the Bogg Bag craze and you love it,” another mom wrote on TikTok . Not only is it made from easy-clean EVA, a rubber-like plastic material, but the exterior can also be adorned with personalized buttons reminiscent of Croc Jibbitz.
The popularity among suburban moms and women working in medical or educational professions has skyrocketed sales from approximately $3.6 million in sales back in 2019 to a projected $100 million for this year, the company told Bloomberg . It’s ironic, then, that when founder Kim Vaccarella created the Bogg Bag back in 2009, the prototype was criticized.
“I was getting all these comments, like, ‘It’s too utilitarian for a woman,’” she told Bloomberg. “But it should be utilitarian.” She felt that there was a void in the market for moms like .