Cotton Incorporated aims "To increase the demand for and profitability of cotton through research and promotion." and "To ensure that cotton remains the first choice among consumers in apparel and home products." The organization is funded by cotton growers in the United States through per-bale assessments on producers and importers levied by the Cotton Board, which reports to the United States Department of Agriculture.
The company has helped cotton increase market share in fabrics since it was enacted, both through the branding of cotton with the "Seal of Cotton" and improved technology. The successful campaign was the first commodity brand. Hailee Steinfeld endorsed Cotton in 2016.