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All our products are designed for modern-day parenting, but when it comes to our values - we’re old school. We believe in keeping our promises, standing up for what we believe and in looking out for people, all living creatures and the environment. Running a company isn’t easy, but making the ‘right decisions’ is! We’re lucky to have a fantastic group of people who make sure our moral compass is forever pointed north. We believe that positivity is infectious and make sure to reflect this in all our operations and decisions. Here are some of the values that guide us in making a positive impact in everything we do.

Openness & Transparency

We like keeping things simple. With us, you get what you see. At the end of the day, all we want is to make babies and families HAPPY and we’ll do everything we can to make that happen.

Customer Centricity & Service

YOU, our customers, are at the forefront of everything we do. Through extensive market research (which includes spending many long hours with different Moms all over the world – yes, our job is fun), we aim to understand consumer preferences and use this knowledge to provide you with products that satisfy your real, every day needs! We also believe that exceptional service makes all the difference. We’re not here to simply sell products; we’re here to build relationships and to partner with you through every step of this life-changing experience.

Growing Responsibly

While growth is important to us, we believe that we have a strong responsibility towards our communities and towards the environment.  Every step we take is thus directed towards building a better and more sustainable future.

Making Life Beautiful

We pay attention to the little things so that you can concentrate on the big stuff. All of our products are crafted with love & great attention-to-detail to add a touch of beauty and joy to your lives and homes.

World Class Scientific Development & Testing

Our approach to product development is strongly rooted in world-class science and technology. By employing and partnering with best-in-class specialists, we ensure that all ingredients used and all products developed & launched are inspired by moms and backed by world class scientific development and testing.

No Testing on Animals

We’re crazy, passionate animal lovers and adhere to a complete cruelty-free policy. None of our products will EVER be tested on animals.

Product Safety & Sustainability

We’re very SERIOUS about safety & sustainability. We make sure our products undergo stringent testing and pass the highest safety assurance standards.