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About Us

Babylist is the leading digital destination for growing families. For over a decade, Babylist has been the technology solution for expecting parents and the community that supports them, expanding from baby registry into a full-service platform that helps parents make decisions with confidence, stay connected, and build happy and healthy families. Every year Babylist helps over 9M people make purchases through its registry, app, ecommerce shop, and comprehensive product guides. The Babylist ecosystem now includes Babylist Health, which provides access to products and services including insurance-covered breast pumps, Expectful, a new voice in health and wellness for pre-pregnancy through postpartum care, and The Push, a branded content studio that works with the biggest companies in the baby space. With over 59M monthly pageviews and 1.2M TikTok followers, Babylist is a generational brand leading the $88 billion baby product industry.


E-Commerce Executive of the Year

Modern Retail · 12/2023

Lee Anne Grant has had a tremendous impact on Babylist’s business, expanding their audience and securing its position as the premier media destination for all things baby, parenthood, and pregnancy.

Best Workplaces 2023

Inc · 05/2023

The Babylist team has a growth mindset and values curiosity, community, action-orientation and working smarter. The business has been able to achieve profitability by remaining laser focused on sustainable, long-term growth.

The Shorty Awards - Winner

Shorty Awards · 05/2022

Babylist successfully created the first-ever virtual store to discover, explore and engage with dozens of brand partners and hundreds of products in a realistic, 3D virtual home and then easily purchase or add those items to a registry.

Female Founders 100

Inc · 09/2021

2022 was an investment year in which Natalie Gordon laid the groundwork for major new growth opportunities, including two strategic acquisitions and the development of three new owned brand product lines.

Babylist in the news

How Babylist spun its free online baby registry into $400 million a year in revenue

Fast Company · 02/2024

Though the company was conceived as a better online baby registry, today it encompasses content, wellness services, and even physical retail. Babylist has achieved this by tapping into that remarkably “flexible” consumer mindset of new parents and building a universe of products and services around it.

Ashley Benson Is Pregnant, Expecting First Baby with Fiancé Brandon Davis

People · 11/2023

The Pretty Little Liars alum and fiancé Brandon Davis broke the news of their pregnancy by being seen at the Babylist Beverly Hills Showroom, perusing baby goodies as they added baby essentials to their registry.

Kris Jenner Shopped Babylist for Kourtney Kardashian's Baby Registry

E! News · 10/2023

Kris Jenner traveled to Babylist's Beverly Hills showroom to test out products for her pregnant daughter Kourtney via FaceTime while Kourtney used the Babylist app to add items to her Babylist registry.

Babylist Opens Its First Brick and Mortar Store in Beverly Hills

Forbes · 08/2023

Babylist is primed to make its mark on the $88 billion baby market with the opening of a...showroom in Beverly Hills. “Because we actively engage with our community on a daily basis, we understand their brand preferences and how they evolve,” said Natalie Gordon. “As a result, we help partners make an impact on their target audience.”

Why Shipt partnered with Babylist on a branded content campaign

Modern Retail · 08/2023

When delivery service Shipt was looking to invest in customer awareness last year, it didn’t tap a hotshot ad agency or chase clicks on social media ads. Instead, it turned to Babylist, an online baby registry service with a robust social media presence of over 1.7 million followers.

The Scramble to Take Over What Bed Bath & Beyond Left Behind

The New York Times · 05/2023

Babylist...said the number of registries created on its platform in the last few weeks since Bed Bath & Beyond filed for bankruptcy was 35 percent higher than a year ago.

Babylist makes an even bigger bet on baby products with Expectful acquisition

TechCrunch · 01/2023

The deal brings together two companies focused on parental support, now helping people navigate everything from eco-friendly diapers to mental wellness around fertility.

Babylist acquires SourceMD, launches Babylist Health

Axios · 12/2022

The acquisition of SourceMD, which provides breast milk pumps that can be paid for with health insurance, gives Babylist better access to the global mother and child health care market.

Babylist Rolls Out The Push Studio for Customized Content

Ad Week · 07/2022

The vertical marketplace and ecommerce platform for all things baby and beyond has launched a full-service content studio, called The Push. It joins Babylist’s suite of offerings for brand partners looking to connect with the platform’s 8 million customers.

Millennial Parenting Platform Babylist Raises $40 Million, Expects To Hit $250 Million In Annual Revenue

Forbes · 11/2021

Bundling itself as an online authority and marketplace has proven to be a winning formula for Babylist. The company claimed $130 million in revenue [in 2020], up from $54 million in 2019.

Babylist Announced It Will Pay For U.S. Olympians To Bring Their Babies To Tokyo

Romper · 07/2021

“When we heard that there were some athletes faced with the choice between competing at the highest levels or caring for their baby, we knew we had to get involved,” Lee Anne Grant, Babylist’s VP of Marketing tells Romper.

Pregnant Halsey Shows Off Baby Bump as They Raise Money for Other Soon-to-Be Parents in Need

People · 06/2021

With Babylist, Halsey is also asking for donations in support of Baby2Baby via The Great Group Gift initiative, to which the artist and Babylist already donated $100,000.

Press Releases

Babylist Expands Content Studio to Offer Full-Funnel Marketing Partnerships with Unparalleled Reach to Families

Business Wire · 08/2023

Doubling media revenue YoY, Babylist provides an effective alternative for brands wanting to engage with the powerful audience of growing families across digital, social, virtual and experiential.

Babylist Opens Flagship Showroom, Designed For Today’s Consumer

Business Wire · 08/2023

Babylist solidifies its position as a leader in the $88 billion baby space by creating an innovative, consumer-first experience that combines product discovery, brand moments, and immersive content and emotional experiences.

Babylist Enters the Healthcare Industry Following Its First Strategic Acquisition

Business Wire · 01/2023

Launch of Babylist Health helps parents get products covered by health insurance, building on the retail company’s decade+ helping people get everything they need for a new baby.

Babylist Releases Future of Family Report

Business Wire · 11/2022

Surveying nearly 7,000 shoppers, Babylist finds that dynamics within the family graph and the social causes brands align with have the greatest influence over product purchasing decisions.

Babylist Releases Third Metaverse Experience, Babylist Land - Gifting Edition, in Time for Holiday

Business Wire · 11/2022

The new interactive and whimsical world, developed in partnership with Afterpay, offers editorial- and real parent-tested gift ideas for everyone from baby to grandparents this holiday season.

Babylist Introduces The Push, A Full-Service Content Studio that Offers Brands Unprecedented Access to Parents and the Whole Family Surrounding Baby

Business Wire · 07/2022

The Push offers a customizable suite of creative solutions and measurable results from Babylist’s platforms and channels.

Babylist Welcomes the Whole Family to Step Into Its Dream Home With 'Cribs,' an Immersive, Shoppable Pop-up Experience in Los Angeles

Business Wire · 01/2022

A trusted education and shopping destination for million of families, Babylist designed Cribs to inspire and empower growing families with a curated collection of users' favorite products.

Babylist Secures $40 Million Series C Funding

Business Wire · 11/2021

Babylist announced it has raised $40 million in Series C funding led by new investor Norwest Venture Partners, with participation from Halogen Ventures, 500 Global, Next Play Capital, and Marcy Venture Partners. Utilizing robust purchase data and expert-led guidance, Babylist helps parents, family and friends buy best-in-class products at a critical, deeply personal moment in their lives.