Babylist

At Babylist, we’re a remote-first company. But once a year, we trade Slack threads and video calls to be in person at our company-wide offsite. A few weeks ago we gathered in Cabo San Lucas to hear directly from leadership and connect with one another. In her keynote, our CEO Natalie Gordon reflected on the work we’ve been doing and big bets we’ll be making in the year ahead. She shared the difference between type 1 and type 2 fun. Type 1 is fun in the moment. Type 2 is challenging in the moment but rewarding after. She pointed out that the work we’ve been doing to improve Babylist for families has definitely been the type 2 kind - hard, but meaningful and worth it. The priority for the offsite was all about Type 1 fun and creating connections for the harder problems we'll solve together in 2026 and beyond.  We had time to chat by the pool, compete in cross-department Olympic competitions, and showcase unknown talents with epic karaoke performances. The week flew by, but we left feeling more connected and excited for what’s next.

Supporting families is at the heart of what we do. We’re proud to have supported Propel, Inc in getting immediate help to families during the SNAP funding gap. Nearly 240,000 people received direct cash support, translating to millions of meals at a moment when it was truly needed. We’re grateful to stand with partners working to reduce the impossible choices families face every day.

Awards recognition is always exciting, but the work we’ve done this past year has felt especially meaningful. Every decision we make at Babylist is driven by our mission to support growing families. In 2025, that has meant stepping up in moments of crisis, listening closely to what families are asking for, and building tools that reflect the real ways people are supporting each other. That’s why we’re particularly proud to share two initiatives close to our hearts that have been recognized by The Anthem Awards, celebrating mission-driven work around the world: ♻️ Babylist, “Open to Secondhand” Bronze Winner in Sustainability, Environment & Climate: Innovation When families told us they wanted secondhand options, we didn’t just listen—we built it into the registry. Our “Open to Secondhand” feature has already been used over a million times now, helping parents save money, reduce waste, and normalize gifting that’s smarter and more sustainable. 🔥 Babylist, Los Angeles Fire Relief Efforts - Silver Winner in Humanitarian Action & Services: Donor & Volunteer Engagement When wildfires tore through L.A. in January 2025, we knew we needed to act fast to support families who were in immediate need of essential items. We partnered with over 160 brands to collect and distribute $2.3M worth of essentials to 1,000 local families impacted by the fires. Click here to learn more: https://lnkd.in/g2-46tP2, https://lnkd.in/gz5_wmAq

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!