About Us

As parents, our mission is to maximize our children's health.

The Huggable Mission

Getting your baby off to a healthy start is hard—but it shouldn't be. We have more than enough to worry about when your little ones are born! Unfortunately, when it comes to baby formula, many new parents discover that the baby formula options at their local grocery store are loaded with sugar-filled syrups, GMOs, allergens, and harsh chemicals. They aren't organic, and they’re missing essential nutrients.

We're trying to change that.

The Huggable mission is to maximize your child’s health by making high-quality formula easily accessible, from the moment you’re ready to transition from or supplement breastfeeding. It shouldn’t be so challenging to get the best for your child! With Huggable, it isn’t. We've researched every infant formula available in the world, spoken to nutrition experts, taste-tested, and more, so that you don't have to.

We're building a world of happy babies, happy parents, and Huggable Families.

A Global Company

Huggable is a global company with headquarters in San Francisco California. We have teams across the US, Europe, Latin America, and Asia, all working to bring the best products and services to our customers. Our European team sources the best formulas from trusted suppliers, our Customer Service team ensures all your questions are answered, our Engineering team in Brazil and Argentina makes sure your orders get placed, and our US team handles marketing, community, and business development to name a few. This global perspective and diversity is a strength we are proud of and our passion for childhood nutrition is what brings us together.

Our Story

Fall 2018 Our founder has her first child after spending a decade in the technology field and like so many other moms, she faces difficulties breastfeeding. Disappointed by the options US formulas offer, she goes on a mission to find something better.
Winter 2019 After months of research, testing and consultation with industry experts, our founders decide that European formulas are a much better alternative to what is available in the U.S. and begin to source supplies.
Spring 2019 Huggable is born and our site goes live. Parents across the U.S. are introduced to the best formulas in the world.
Winter 2020 Huggable introduces even more options (most notably, Stage 3 formulas) to better serve our parents.

We Only Carry The Best

Huggable takes great care to ensure we purchase product from reliable & trustworthy sources. Our team is meticulous about our supply chain, verifying that all formulas comes from authorized distributors of HiPP and Holle.

In addition, we are incredibly thoughtful about our formula selection. We have put together a curated list of European formulas that allow parents to make simpler decisions while still providing the best nutrition for their children.

100% Satisfaction Guarantee badge

100% Satisfaction Guarantee

If this formula isn’t right for your baby, we will work with you to help find the right option for your little one, and give you a store credit to try one box for free.

Giving Back to the Community

The Huggable Supermom Scholarship

More than 11% of undergraduates in the US are single mothers, but only 8% will complete their degrees. Those that do graduate are 3x more likely to live above the poverty level. The Huggable Supermom Scholarship awards $2,000 and a year of free baby formula to single mothers who are on their way to achieving degrees.