About Us
Our story
Hi, I'm Hannah. nuwbaby was built at 3am, by a mum who'd had enough.
I never set out to start a baby brand. I set out to fix a problem that no one else seemed to take seriously.
When my daughter Etta was born, I thought I'd done my research. The fancy bassinet was paid off, the swaddles were folded, the nursery looked like a Pinterest board. What I didn't prepare for was the reflux.
By week three I was running on fumes, holding her upright for 45 minutes after every feed because the moment I laid her flat she'd arch her back and scream. I tried rolled up towels under the mattress. I tried propping pillows. I tried every gas drop the pharmacy sold me. None of it worked, and most of it terrified me.
I remember sitting on the nursery floor at 3am, back against the cot, googling "safe infant comfort cushion" for the hundredth time, finding nothing I actually trusted, and crying.
That's the night nuwbaby was born. Not in a boardroom. On a nursery floor, with cold tea and a sleeping baby on my chest.
Because every parent deserves better than "wait it out."
Every product we make starts with a real problem we've lived through. We work with paediatricians, midwives, and OEKO-TEX certified factories so you don't have to wonder whether something is safe. We test every single thing on our own babies before we sell it to yours. No fluff. No filler. No products that look cute on a shelf and do nothing on a hard day.
Just thoughtfully built tools for the parents nobody warned you you'd become.
We don't cut corners with babies.
Paediatrician engineered
Every design reviewed by qualified medical professionals before it ships.
OEKO-TEX® certified fabrics
Tested for 1,000+ harmful substances. Safe for newborn skin from day one.
100-night promise
Try it for 100 nights. If it's not the answer, send it back. No questions, no awkward emails.
Built to last
From newborn to 12 months and beyond. Machine washable, durable, designed for real family life.
What we believe
- Real problems first. If it's not solving a 3am moment, we don't make it.
- Safety isn't a feature. It's the baseline. Anything less doesn't deserve to be near your baby.
- Built by parents who've been there. We're not designers guessing at parenthood. We're parents designing what we wished existed.
- Honest pricing. No fake markdowns. No "limited time" gimmicks that aren't real. Fair price, properly built.
- When you take care of the parent, you take care of the baby. That's the whole point.