Hello Bello
Hello Bello is a privately held, direct-to-consumer baby and family care brand selling plant-based diapers, wipes, and personal care via its own subscription e-commerce site, an exclusive Walmart retail partnership, and distributors in Honduras, Mexico, and Hong Kong.
- Company typePrivate
- Founded2019
- HeadquartersPacific Palisades, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hello Bello does
Hello Bello is a privately held, direct-to-consumer baby and family care products company that designs, markets, and distributes plant-based, eco-friendly diapers, wipes, training pants, and adjacent personal-care items including baby shampoo and mineral sunscreen. The company sells through its own e-commerce site (hellobello.com), which features a build-your-own-bundle subscription flow for diaper + wipe bundles (7 packs of diapers + 4 packs of plant-based wipes) and training pants bundles (6 packs + 4 packs of wipes), with flexible delivery cadence, cancel-anytime terms, 15% off add-ons, and first-purchase full-sized freebies. One-time purchases are also supported at unit price points ranging from $2.49 (baby wipes) to $14.99 (Kids Mineral SPF 50 sunscreen stick), with eGift cards from $89.99. A custom Diaper Fund gifting platform enables community-funded diaper purchases, and a Diaper Registry sits alongside a Babylist integration for pregnancy-registry discovery.
The company monetizes through three primary channels: (1) recurring subscription bundles billed monthly via credit card on file, (2) one-time e-commerce sales, and (3) retail distribution through Walmart, which the privacy policy identifies as the company's exclusive retail partner, alongside other retailers. International distribution is handled by named third-party distributors in Honduras (EDMAR S. DE R.L. DE C.V), Mexico (Cohen Law), and Hong Kong (Serendipity House Limited), and the company is actively recruiting additional distributors. Marketing is omnichannel and includes an owned blog, organic social (Instagram, Facebook, TikTok, Pinterest), email and SMS via Postscript, a refer-a-friend / rewards program, extensive PR coverage in outlets such as Forbes, TODAY, Fast Company, Good Housekeeping, and the NY Times Wirecutter, and targeted digital advertising through Rakuten Marketing.
Hello Bello is co-founded by actors Kristen Bell and Dax Shepard (founded 2019 per corporate history; firmographics list 2018), co-led by CEO Will Righeimer and co-founder/co-CEO Jay McGraw, with co-founder Jennifer Pullen serving as CFO and COO. The company is headquartered legally in Waco, Texas (2101 Texas Central Pkwy) and operates from Pacific Palisades, California, with 101–250 employees. Capitalization includes a $20M equity round led by VMG Partners (2020) and a $65M credit facility from CIT Northbridge (April 2022). A California class action filed December 5, 2024, against the operating subsidiary Hello Bello Consumer Wellness LLC alleges the baby shampoo is falsely marketed as 'hypoallergenic,' introducing label and reputational risk. The company is part of the Hyland's 'family of care,' cross-selling cold & cough, vitamins, and wellness products.
Hello Bello firmographics
Firmographics- Name
- Hello Bello
- Legal name
- Hello Bello, Inc.
- Website
- https://hellobello.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hello Bello is a privately held, direct-to-consumer baby and family care brand selling plant-based diapers, wipes, and personal care via its own subscription e-commerce site, an exclusive Walmart retail partnership, and distributors in Honduras, Mexico, and Hong Kong.
- Ownership category
- akta.pro rank
Hello Bello industry classification
Industry- Product category
- Baby Care Products
- NAICS
- Other Health and Personal Care Retailers (45619)
- akta.pro primary industry
- Kids’ & Baby Apparel Retail (CRAAABAD)
- akta.pro secondary industries
- Toddler Apparel (2T–5T) (CRAAAHAB), Baby Bath & Cleansing (CRABAJAA), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG)
Keywords
Where Hello Bello is headquartered
LocationHeadquarters
- HQ city
- Pacific Palisades
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Hello Bello business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Diaper & Wipe Subscription Bundles: Recurring subscription bundle including 7 packs of diapers and 4 packs of plant-based wipes, with flexible shipping frequency, customizable designs, 15% off add-ons, and cancel-anytime terms. Customers are reminded 3 days before each shipment and credit cards on file are charged automatically.
- Training Pants Subscription: Recurring subscription bundle including 6 packs of training pants and 4 packs of plant-based wipes, with similar subscription flexibility as the diaper subscription.
- One-time E-commerce Purchases: Direct online sales of individual products including Baby Wipes ($2.49+), Overnight Diapers ($13.99), Baby Ultra-Hydrating Shampoo & Wash ($10.99), Kids Mineral Face + Body Sunscreen Stick SPF 50 ($14.99), and other wellness, bath, and personal care items.
- eGift Cards: Digital gift cards starting at $89.99+ for purchase and gifting purposes.
- Retail Distribution via Walmart (exclusive partner): Hello Bello's privacy policy identifies Walmart as its exclusive retail partner; products are available at Walmart stores and other retailers.
- International Distribution: Distribution via named international partners in Honduras (EDMAR S. DE R.L. DE C.V), Mexico (Cohen Law), and Hong Kong (Serendipity House Limited).
- Targeted Advertising Revenue (third-party data sharing): Hello Bello discloses it sells/shares certain personal information collected via Cookies with third-party advertising platforms to facilitate targeted digital advertising.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Diaper & Wipes Subscription Bundle |
| Subscription | Monthly | Training Pants Subscription Bundle |
| Unit Pricing | Pay-as-you-go | One-time product purchases |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Hello Bello product offering
Product offeringCore offering
Hello Bello manufactures and sells premium, plant-based, eco-friendly baby care products—including diapers, training pants, wipes, and personal care items (shampoo, sunscreen)—directly to consumers via its own e-commerce site and subscription bundles. Products are positioned as high-quality yet affordable alternatives to premium baby brands, and are also distributed through Walmart (exclusive retail partner) and named international distributors.
Differentiator
Problem solved
Functional benefit
Products and services
- Diapers and Wipes Subscription Bundle Recurring subscription bundle containing 7 packs of Hello Bello diapers and 4 packs of plant-based wipes, delivered to the customer's door with flexible shipping frequency, free shipping, and 15% off additional items. Targeted at parents of infants and young children.
- Training Pants and Wipes Subscription Bundle Recurring subscription bundle of 6 packs of training pants plus 4 packs of plant-based wipes, with flexible delivery and cancel-anytime terms. Aimed at parents transitioning toddlers out of diapers.
- Baby Wipes Plant-based baby wipes sold individually starting at $2.49, available as one-time purchase or as a component of subscription bundles. Targeted at parents of infants and toddlers.
- Overnight Diapers
- Baby Ultra-Hydrating Shampoo & Wash Fragrance-free, gentle baby shampoo and body wash priced at $10.99, formulated for sensitive skin. Available as a one-time purchase.
- Kids Mineral Face + Body Sunscreen Stick SPF 50 Reef-safe mineral sunscreen stick for kids' face and body with SPF 50, priced at $14.99. Targeted at parents seeking mineral/reef-safe sun protection for children.
- eGift Cards Digital gift cards starting at $89.99 that can be purchased and redeemed for Hello Bello products, including subscriptions. Targeted at gift-givers and family members of new parents.
- Summer Playbox Bundle Seasonal summer playbox bundle built on the diaper subscription platform, launched with the 'Stars & Snacks' diaper print design. Available through the diaper subscription bundle builder.
Quantifiable outcome
- $65 million credit facility secured (April 2022) from CIT Northbridge to support growth and market share expansion
- +1 more outcomes
Companies that use Hello Bello
Customer profileIdeal customer profiles1 record
Hello Bello technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Hello Bello partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- WalmartflagshipWalmart is identified as Hello Bello's exclusive retail partner. Hello Bello's privacy policy enables location-based Walmart store locator functionality to direct customers to the nearest Walmart. This is a Them to Us relationship from a distribution standpoint (Walmart distributes Hello Bello products), but is mutual in exclusivity (Walmart has exclusivity and Hello Bello benefits from scale distribution).
- Hyland'scoreHello Bello is part of the Hyland's family of care. The Hello Bello website features a 'Shop Hyland's' collection page offering Hyland's cold & cough, vitamins, and wellness products. This represents a strategic family-of-brands relationship.
- EDMAR S. DE R.L. DE C.VminorNamed international distributor for Honduras. Contact: +504 99 04 21 61 / +504 27 72 97 27. Distributes Hello Bello premium products in the Honduran market.
- Cohen LawminorNamed international distributor for Mexico. Contact: +52 55 68 23 44 87. Distributes Hello Bello products in the Mexican market.
- Serendipity House LimitedminorNamed international distributor for Hong Kong. Contact: +852 24 92 22 29. Distributes Hello Bello products in the Hong Kong market.
- Stodge Inc. d/b/a PostscriptcorePostscript is Hello Bello's mobile messaging platform provider. Located at 2101 Texas Central Parkway, Waco TX 76712 (same address as Hello Bello). Powers Hello Bello's SMS marketing program with separate Messaging Terms & Conditions.
- BabylistminorBabylist logo is featured on the Hello Bello homepage with a brand endorsement quote: 'Hello Bello brings eco-conscious, hypoallergenic diapers right to your door—at a fraction of the price as other similar brands.' Functions as a registry and product discovery partner.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Hello Bello competitors and assessment
Company assessmentDirect peers
- The Honest Company: The Honest Company is the closest peer — a celebrity-founded (Jessica Alba) DTC brand offering eco-friendly baby diapers, wipes, and personal care via subscription bundles and major retail. Same celebrity-driven premium-for-all eco positioning, overlapping product mix, and parallel retail strategy.
- Coterie: Coterie is a DTC premium diaper brand sold via subscription and direct e-commerce, competing head-to-head in the elevated baby diaper category. Same target customer (design-conscious new parents) and overlapping subscription and bundle mechanics.
- Dyper: Dyper is a DTC subscription diaper brand built around plant-based, eco-friendly materials with home delivery. Directly comparable subscription flywheel, eco positioning, and target segment to Hello Bello.
- Kudos: Kudos is a DTC diaper brand marketing plant-based, sustainable disposable diapers with a subscription option, directly overlapping Hello Bello's core value proposition and distribution model.
Broad incumbents
- Pampers (Procter & Gamble): Pampers is the mass-market diaper category leader (P&G) and has launched Pampers Pure as an eco-friendly sub-line that directly competes with Hello Bello's positioning. Defines the upper bound of competitive scale and trade leverage Hello Bello faces.
- Huggies (Kimberly-Clark): Huggies is the other diaper category leader (Kimberly-Clark) and offers Huggies Special Delivery, a plant-based line competing directly with Hello Bello's product claims. Mass distribution and trade spend set the competitive bar.
- Seventh Generation: Seventh Generation (owned by Unilever) sells plant-based baby diapers, wipes, and household cleaning products through national retail and online. Broad eco-friendly incumbent with overlapping product lines and substantially larger scale.
- Mustela: Mustela (Laboratoires Expanscience) is an established baby skincare brand overlapping directly with Hello Bello's shampoo, wash, and lotion SKUs. Comparable natural-ingredient positioning and pharmacist/pediatrician recommendation channel.
Emerging players
- Frida: Frida is a DTC baby care brand expanding from postpartum/nasal care into adjacent categories (wipes, skincare). Comparable high-growth, content-driven, influencer-led DTC model targeting new parents with premium-for-all positioning.
- Babo Botanicals: Babo Botanicals is an emerging plant-based baby skincare and bath brand sold DTC and through specialty retailers, overlapping directly with Hello Bello's wellness/bath category and plant-based formulation thesis.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hello Bello social profiles
Digital presenceHello Bello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hello Bello leadership team
Management profileNumber of profiles
Profiles2 records
Hello Bello subsidiaries and ownership
Company hierarchySubsidiaries1 record
Hello Bello funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hello Bello M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hello Bello
What does Hello Bello do?
Hello Bello manufactures and sells premium, plant-based, eco-friendly baby care products—including diapers, training pants, wipes, and personal care items (shampoo, sunscreen)—directly to consumers via its own e-commerce site and subscription bundles. Products are positioned as high-quality yet affordable alternatives to premium baby brands, and are also distributed through Walmart (exclusive retail partner) and named international distributors.
Is Hello Bello a public or private company?
Hello Bello is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hello Bello founded?
Hello Bello was founded in 2019. It employs 101 to 250 people.
Where is Hello Bello based?
Hello Bello is headquartered in Pacific Palisades, United States, in the North America region.
How does Hello Bello make money?
Seven revenue lines are on record. Diaper & Wipe Subscription Bundles are the primary driver. The others are training Pants Subscription, one-time E-commerce Purchases, eGift Cards, retail Distribution via Walmart (exclusive partner), international Distribution and targeted Advertising Revenue (third-party data sharing).
Who are Hello Bello's main competitors?
Direct peers on record are The Honest Company, Coterie, Dyper and Kudos. Broad incumbents are Pampers (Procter & Gamble), Huggies (Kimberly-Clark), Seventh Generation and Mustela. Emerging players are Frida and Babo Botanicals.
Does Hello Bello have an API?
No public API is recorded for Hello Bello.
What industry is Hello Bello in?
Hello Bello's product category is Baby Care Products. Its primary akta.pro industry code is CRAAABAD, Kids’ & Baby Apparel Retail, with a secondary code of CRAAAHAB, Toddler Apparel (2T–5T). Its NAICS code is 45619.