Babylist

One of the stories our CEO Natalie Gordon shared recently on How I Built This was about a presentation our CFO, Jocelene Kwan, gave all about the reasons not to go into retail. And yet, we knew we could do it in a way that truly served our users. Today, it’s become a huge part of our business. Jocelene even dug up that original slide for us. And as she said, it was both hard and worth it. 🎧 Listen to Natalie on How I Built This: https://lnkd.in/gcVbGzep

Last weekend we teamed up with Gerber to bring an extra special experience to expecting and new parents at our Showroom in LA. As part of their Game Day campaign, Gerber created a fun and thoughtful space for families during our Registry Weekend. Adults enjoyed Gerber-inspired drinks, littles snacked on Gerber puffs, and parents relaxed in a lounge complete with stroller parking and a photo moment to capture it all. Thank you to Gerber for partnering with us on such a fun campaign!

Once a quarter, we host Registry Weekend at the Babylist Showroom in LA. It's an opportunity for expecting families to explore new products and hear directly from brands and experts about what they need to prepare for welcoming baby. This past weekend was our final Registry Weekend of 2025. We hosted over a thousand parents for product demos, educational sessions, gifting, and more - turning the registry building experience into a memorable celebration. A big thank you to our brand partners who made this event extra special for expectant parents: Momcozy, ByHeart, Ergobaby, Gerber, Newell Brands (Graco), grownsy, Little Sleepies, Owlet Baby Care, Stokke & Ubbi Brand. We can’t wait for more in 2026!

We’re honored to share that our Founder and CEO, Natalie Gordon, has been named to ADWEEK’s first-ever Innovator 50 list, alongside leaders from The Walt Disney Company, Walmart, T-Mobile, Reddit, Inc., and more. This recognition speaks to Natalie’s bold, purpose-driven leadership and her unwavering commitment to building a brand that truly shows up for families. In 2025, Natalie has led with innovative product launches, a national advocacy campaign, and meaningful social impact work - all driven by our mission to support growing families. See the full list here: https://lnkd.in/eqQfJtea 

Our founder and CEO, Natalie Gordon, sat down with Guy Raz on How I Built This to share how Babylist was created. Natalie talks about how Babylist started with a simple question: “Why isn’t there a registry that works for how parents actually shop?” and how that idea grew into one of the most trusted parenting platforms supporting millions of families. 🎧 Listen here: https://lnkd.in/gcVbGzep

Over the past year, Babylist has doubled down on our commitment to support families in crisis. Sometimes that means our team getting hands-on to deliver essential gear directly to expecting parents, like in LA, Chicago, and NYC. Other times, like today, it means partnering with organizations that have deep connections to those most affected. This morning, our team came together to discuss how we can support families facing the upcoming reduction in SNAP benefits, which will impact 1 in 8 Americans starting November 1. We’ve decided to donate to Propel, Inc's emergency fund. Propel is an app used by millions of Americans to manage their SNAP benefits. Propel’s emergency fund gets money directly into the hands of families who need it most. We also want to recognize our incredible partners like Bobbie, ByHeart, and Once Upon a Farm who continue to step up to help families access essentials like formula and food. The loss of SNAP benefits can force parents to make impossible choices between keeping food on the table or buying diapers, wipes, and other necessities. At Babylist, we believe in showing up for families when they need it most. 💜 To learn more about Propel and contribute to their emergency fund, visit their site (https://brnw.ch/21wX4Tm). They’re working toward an ambitious goal of raising $10 million to support families nationwide—and are inviting other organizations to join them.

Welcoming a new baby comes with endless questions, from "How many diapers do I need (and in what size)?" to "What do I actually need in my hospital bag?" Babylist has the answers. Through our age-based email newsletters, content guides, and social channels, parents can find the trusted answers they need to feel confident, connected, and cared for at every step. Give @babylist a follow on Instagram, TikTok, and YouTube to see more tips and support!

New parents need more than just onesies and bottle warmers. Babylist is designed to make it easier for families to ask for what they actually need and for friends and loved ones to show up in meaningful ways. With Babylist, expecting parents can: 👥 Split the cost of big-ticket items with group gifting ♻️ Signal they’re open to secondhand gear 🎁 Add custom or handmade gifts from sites like Etsy 🐶 Request everyday help - dog walking, babysitting, meal trains 💸 Receive cash funds for diapers, child care, college, and more The most meaningful gifts aren’t always wrapped. They can be little things that lighten the load or larger purchases made possible by friends coming together - anything that helps new parents feel seen, supported, and loved - that’s what Babylist is here for.

*slow to respond* This week, the Babylist team is heading to our annual offsite. As a remote-first company, it’s an important time for us to connect in person, reflect on the work we’re doing, and focus on where we’re headed. If we’re slow to reply, it’s because we’re somewhere between team workshops, cross-department Olympic competitions, and late-night karaoke. Catch you next week ✌️✈️💜

Babylist has been named an Anthem Awards Finalist in two categories 🎉 Help our work be recognized by placing your vote for Anthem Community Voice, now through Oct. 30th! 🔥 Babylist, Los Angeles Fire Relief Efforts - https://brnw.ch/21wWGM7 ♻️ Babylist, “Open to Secondhand” - https://brnw.ch/21wWGM8