Smilo
Smilo is the new direct-to-consumer brand for essential baby products lovingly perfected by doctors, scientists, and engineers.
- Company typePrivate
- Founded2016
- HeadquartersWayland, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smilo does
Smilo is the new direct-to-consumer brand for essential baby products lovingly perfected by doctors, scientists, and engineers. From fuss-free bottles to palate-supporting pacifiers, Smilo's got you and your baby covered! Web: https://www.smilobaby.com
Smilo firmographics
Firmographics- Name
- Smilo
- Legal name
- Momma Goose Inc.
- Website
- https://smilobaby.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Smilo is the new direct-to-consumer brand for essential baby products lovingly perfected by doctors, scientists, and engineers.
- Ownership category
- akta.pro rank
Where Smilo is headquartered
LocationHeadquarters
- HQ city
- Wayland
- HQ country
- United States
- HQ region
- North America
Markets served
Smilo 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
Revenue model
- Direct E-commerce Sales: The company sells directly to consumers through their own e-commerce website (smilobaby.com). Products are shipped directly to customers with free shipping on orders $50+. This is a one-time purchase model for physical baby products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bundle packages offering savings |
| Unit Pricing | Pay-as-you-go | Pregnancy and nursing products |
| Unit Pricing | Pay-as-you-go | Nursery and lounging products |
| Unit Pricing | Pay-as-you-go | Mealtime and feeding products |
| Unit Pricing | Pay-as-you-go | Cleaning and feeding accessories |
| Unit Pricing | Pay-as-you-go | Complete feeding packs |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Smilo product offering
Product offeringCore offering
Smilo is a direct-to-consumer baby products brand that designs, manufactures, and sells its own line of baby essentials across feeding, soothing, mealtime, nursery, pregnancy, and nursing categories. Its catalog includes anti-colic bottles, multi-stage nipples, sippy cups, pacifiers, bibs, bowls, plates, spoons, snack containers, a baby lounger, blankets, swaddles, a pregnancy and nursing pillow, nursing pads, breast milk storage bags, and cleaning brushes, sold through the company's own e-commerce site with bundle and unit pricing.
Product overview
Smilo Baby is a direct-to-consumer baby product company offering a comprehensive portfolio of feeding, soothing, nursery, and pregnancy/nursing essentials designed by parents, doctors, and engineers. The core product lines include anti-colic bottles (The Bottle, Glowing Bottle) with multi-stage nipples (0-3), the Sippy Cup with dentist-developed spout technology, and mealtime accessories (bibs, bowls, plates, spoons). The soothing category features pacifiers including all-silicone newborn options and the 70s vintage style. Nursery offerings include the Baby Lounger, blankets, and swaddle blankets. Pregnancy & Nursing products include the Monarch Pregnancy & Nursing Pillow, nursing pads, and breast milk storage bags. The company also offers curated product bundles (Newborn, Feeding, Soothing, Gift bundles) at various price points, plus NFL-licensed baby merchandise. All products are backed by a 30-day satisfaction guarantee, with specific 14-day return policies for the Baby Lounger and Monarch Pillow due to hygienic reasons.
Differentiator
Problem solved
Functional benefit
Brands
- Smilo: Baby brand offering products designed by parents and doctors for pregnancy, baby and toddler care including feeding, soothing, mealtime, nursery, and pregnancy & nursing essentials.
Products and services
- Anti-Colic Baby Bottles Baby feeding bottles with a patented anti-colic venting system intended to reduce gas, burping, spit-up, and colic symptoms; sold as multi-packs (including a glow-in-the-dark variant) for newborn and infant feeding.
- Bottle Nipples (4-Stage) Replacement bottle nipples with a patented mom-like milk duct design available in four flow stages (Slow/Medium/Fast/Variable) and multiple sizes to mimic natural breastfeeding latch and support feeding progression.
- Sippy Cup Toddler sippy cup featuring a patented spout designed for spill resistance and a natural transition from bottle or breast to open drinking.
- Baby Pacifiers Soothing pacifiers for infants, offered in Newborn and 70s-style designs to support calming and soothing needs.
- Mealtime Line (Bibs, Bowls, Plates, Spoons, Snack Containers) Infant and toddler mealtime essentials including bibs, bowls, plates, spoons, and snack containers designed for early feeding stages.
- Baby Lounger A baby lounger providing a supervised resting spot for infants, part of Smilo's nursery product line.
- Baby Blanket A baby blanket designed as part of Smilo's nursery line for infant warmth and comfort.
- Swaddle Blankets Swaddle blankets for wrapping infants to support safer sleep and soothing.
- Pregnancy & Nursing Pillow A pillow designed to support pregnant and nursing mothers during pregnancy sleep and breastfeeding positioning.
- Leak-Proof Nursing Pads Contoured nursing pads with a leak-proof design intended to securely absorb breast milk leakage without leaking onto clothing.
- Breast Milk Storage Bags Storage bags for expressed breast milk as part of Smilo's nursing accessories assortment.
- Bottle Cleaning Brushes Bottle cleaning brushes (including a Twin-Tip Brush variant) designed to clean Smilo anti-colic bottles and accessories.
- Baby Essentials Bundles Curated multi-product bundles that combine Smilo baby essentials such as bottles, nipples, and accessories into discounted multi-SKU sets for new parents.
- NFL Baby Merch Licensed NFL-branded baby products sold through the Smilo storefront to extend the brand into fan-parent households.
Quantifiable outcome
- Reduces colic-causing air-intake up to 44%
- +1 more outcomes
Companies that use Smilo
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
Smilo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Smilo partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
Smilo competitors and assessment
Company assessmentDirect peers
- Dr. Brown's: Dr. Brown's is the category-defining brand in anti-colic baby bottles with a patented internal vent system — directly comparable to Smilo's core bottle technology and clinical efficacy positioning.
- Comotomo: Comotomo is a premium DTC-friendly baby bottle brand focused on natural-feel nipple design and medical-grade silicone, directly comparable to Smilo's mom-like nipple and premium materials.
- MAM Baby: MAM offers a comprehensive range of baby bottles, pacifiers, and teethers across newborn and toddler stages, directly comparable to Smilo's multi-stage feeding and soothing portfolio.
- NUK: NUK is an established brand in baby bottles, pacifiers, and orthodontic nipples with a focus on oral development, directly comparable to Smilo's pediatric-dentist-developed sippy cup spout.
- Tommee Tippee: Tommee Tippee is a major baby feeding brand offering bottles, sippy cups, pacifiers, and mealtime products, directly comparable to Smilo's end-to-end feeding and toddler portfolio.
- The Boppy Company: Boppy is the category leader in pregnancy and nursing pillows, directly comparable to Smilo's Monarch Pregnancy & Nursing Pillow and a strong pregnancy-segment overlap.
Broad incumbents
- Philips Avent: Philips Avent is one of the largest global baby feeding and care brands with extensive retail distribution — broadly comparable to Smilo's bottle category but at much larger scale.
- Chicco: Chicco is a broad baby products brand covering feeding, soothing, nursery, and pregnancy items — directly comparable to Smilo's horizontal category approach but with massive retail presence.
Emerging players
- Nanobébé: Nanobébé is a DTC-focused premium baby bottle brand with innovative breastmilk preservation design, an emerging player directly comparable to Smilo's premium positioning and clinical claims.
- Boon: Boon offers design-forward baby feeding, bath, and nursery accessories through DTC and retail, an emerging player comparable to Smilo's design-led, multi-category baby gear approach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Smilo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smilo leadership team
Management profileNumber of profiles
Profiles3 records
Smilo funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smilo 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 Smilo
What does Smilo do?
Smilo is a direct-to-consumer baby products brand that designs, manufactures, and sells its own line of baby essentials across feeding, soothing, mealtime, nursery, pregnancy, and nursing categories. Its catalog includes anti-colic bottles, multi-stage nipples, sippy cups, pacifiers, bibs, bowls, plates, spoons, snack containers, a baby lounger, blankets, swaddles, a pregnancy and nursing pillow, nursing pads, breast milk storage bags, and cleaning brushes, sold through the company's own e-commerce site with bundle and unit pricing.
Is Smilo a public or private company?
Smilo is a private company. It is classified as venture growth investor backed and is currently operating.
When was Smilo founded?
Smilo was founded in 2016. It employs 11 to 50 people.
Where is Smilo based?
Smilo is headquartered in Wayland, United States, in the North America region.
How does Smilo make money?
One revenue line is on record: direct E-commerce Sales.
Who are Smilo's main competitors?
Direct peers on record are Dr. Brown's, Comotomo, MAM Baby, NUK, Tommee Tippee and The Boppy Company. Broad incumbents are Philips Avent and Chicco. Emerging players are Nanobébé and Boon.
Does Smilo have an API?
No public API is recorded for Smilo.