Hello Bello

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.

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

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

• Baby care products
• Diaper subscription
• Plant-based wipes
• Baby personal care
• Eco-friendly diapers

Headquarters

HQ city

Pacific Palisades

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. eGift Cards: Digital gift cards starting at $89.99+ for purchase and gifting purposes.
5. 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.
6. 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).
7. 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

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core 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

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• WalmartflagshipChannel Partner/ Reseller/ DistributorWalmart 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'scoreStrategic or Co-development PartnerHello 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.VminorChannel Partner/ Reseller/ DistributorNamed 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 LawminorChannel Partner/ Reseller/ DistributorNamed international distributor for Mexico. Contact: +52 55 68 23 44 87. Distributes Hello Bello products in the Mexican market.
• Serendipity House LimitedminorChannel Partner/ Reseller/ DistributorNamed 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 PostscriptcoreTechnology or IntegrationPostscript 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.
• BabylistminorGTM or Marketing PartnerBabylist 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

Direct 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

• Xx.com/hellobello

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hello Bello