Hegen

What Hegen does

Hegen is a Singapore-based direct-to-consumer brand that designs and sells baby feeding and care products built around a proprietary square-bottle architecture unified by the PCTO™ (Press Close, Twist Open) one-handed closure system and FDA-compliant PPSU (polyphenylsulfone) materials that are BPA/BPS/Phthalate/PVC-free. The core product set spans PCTO™ feeding bottles in 60ml/150ml/240ml/330ml sizes, PCTO™ breast milk storage, PCTO™ straw/all-rounder/drinking cups, the SoftSqround™ Manual Breast Pump with replaceable flanges in six sizes, a Rent-A-Pump rental service, and a growing mealtime line (suction bowls, divided plates, ergonomically staged cutlery) — all designed to interoperate so that a single container can move between expressing, storing, and feeding. The company's economic model is a one-time-purchase DTC engine priced S$12.50-S$155 with curated bundle sets (Newborn/Infant/Toddler) at S$75-S$94, supplemented by an Atome 0%-interest three-installment plan, free domestic shipping above S$50, a Rent-A-Pump recurring layer, and 10-15 working days for personalized Hegen By Me orders. Distribution is primarily hegen.com with an experiential/showroom presence and store locator in Singapore; supporting channels include a Disney Winnie the Pooh licensing program, a Commune lifestyle collaboration, and a referral pathway via Flegen lactation consultants. The customer base is segmented into breastfeeding mothers, parents of newborns/toddlers, and gift buyers, served by a 11-50 person team founded by Yvon Bock (CEO) and Leon C. Bock (co-founder, COO) in 2014.

Name

Hegen

Legal name

Hegen

Website

https://hegen.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Hegen is a Singapore-based direct-to-consumer brand that designs and sells PCTO™-closure PPSU baby feeding bottles, storage, cups, SoftSqround™ breast pumps, and a mealtime line for breastfeeding mothers and parents of newborns through toddlerhood.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of baby feeding products including bottles, breast pumps, cups, and accessories through e-commerce platform and retail channels. Products range from $12.50 to $155.00 with various bundle options.
2. Rent-A-Pump Service: Breast pump rental service allowing mothers to rent pumps for their breastfeeding journey, providing recurring revenue and professional services support
3. Professional Services: One-on-one support sessions, video call guidance, and hands-on assistance with pump usage included with purchase or as add-on services

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Hegen designs, manufactures, and sells baby feeding and care products built around its proprietary PCTO™ (Press Close, Twist Open) ecosystem, allowing a single square PPSU container to be used for expressing, storing, and feeding breast milk. The product portfolio includes feeding bottles in multiple sizes, breast milk storage containers, manual breast pumps with SoftSqround™ flanges, straw and all-rounder cups, drinking bottles, mealtime suction plates and bowls, kids' cutlery, and branded merchandise, sold primarily direct-to-consumer in Singapore.

Product overview

Hegen is a mother and baby care company specializing in the PCTO™ (Press-Twist-Close-Open) feeding system, a unified product ecosystem designed around a single container that serves multiple functions: expressing, storing, and feeding. The core product portfolio centers on PCTO™ Feeding Bottles PPSU available in four sizes (60ml/2oz, 150ml/5oz, 240ml/8oz, 330ml/11oz), PCTO™ Breast Milk Storage containers, PCTO™ Cups (Straw Cup, All-Rounder Cup, Drinking Bottle), and the Hegen PCTO™ Manual Breast Pump with SoftSqround™ technology. Products are organized into sub-brands including the Disney Collection featuring Into the Woods designs, the All-Star Collection with colorful star-themed accessories, and the Mealtime line including suction bowls, plates, and utensils. Supporting products include bottle accessories (Brush & Teat Cleaner, Replacement Seals, Valves, Adapters), breast pump components (Pump Bodies, Diaphragms, Flanges, Wearable Cushion Inserts), and merchandise (plushies, bags, wearables). Hegen also offers Rent-A-Pump for temporary breast pump access. The product architecture is unified by the square-shaped PCTO bottle design that allows components to interconnect across the entire product range.

Differentiator

Problem solved

Functional benefit

Brands

• Hegen By Me: Personalisation service allowing customers to personalize Hegen bottles and products.
• Commune x Hegen

Products and services

• PCTO™ Feeding Bottle PPSU Flagship square-shaped PCTO (Press-Twist-Close-Open) feeding bottle with one-handed express, store, and feed capability, available in 60ml/2oz, 150ml/5oz, 240ml/8oz, and 330ml/11oz sizes with medium and fast flow teat options. Designed for parents of newborns through infants.
• PCTO™ Breast Milk Storage PPSU PPSU storage container designed for expressing, storing, and feeding breast milk from a single vessel, eliminating the need to transfer milk between containers. Targets breastfeeding mothers.
• PCTO™ Straw Cup PPSU Transition cup with straw spout designed for toddlers moving from bottles to independent straw drinking. Part of the PCTO modular ecosystem.
• PCTO™ All-Rounder Cup PPSU Versatile cup with interchangeable spouts and lids that adapts to different stages of child development. Part of the PCTO modular system.
• PCTO™ Drinking Bottle PPSU Drinking bottle designed for older infants and toddlers for water and beverage consumption. Made from FDA-compliant PPSU.
• PCTO™ 450ml Lifestyle Bottle PPSU with Loop and Boot Larger 450ml capacity PPSU bottle with integrated loop handle and protective boot for portable use by older children and parents.
• Hegen PCTO™ Manual Breast Pump Kit (SoftSqround™) Manual breast pump kit featuring SoftSqround™ soft silicone flange technology, designed for comfortable and efficient milk expression. Uses a closed-system design and connects directly to PCTO storage bottles.
• Rent-A-Pump by Hegen Subscription-style rental service allowing mothers to rent hospital-grade breast pumps for temporary use during their breastfeeding journey, with included professional support.
• Hegen Newborn Bottle Set Curated starter bundle of PCTO feeding bottles and accessories designed for newborns, sold at S$75.00 (discounted from S$85.00).
• Hegen Infant Bottle Set Curated bottle bundle designed for infants with age-appropriate flow teats, sold at S$82.00 (discounted from S$94.00).
• Toddler Bottle Set Curated bundle for toddlers transitioning from infant feeding products, priced from S$86.00 (discounted from S$101.00).
• Hegen PCTO™ Toddler Essentials PPSU (Taupe) Bundle of essential PCTO products in taupe colour designed for toddlers, packaged as a coordinated starter set.
• Hegen PCTO™ Basic Starter Kit PPSU Entry-level starter kit bundling essential PCTO bottles and accessories for new parents.
• Hegen Mealtime Starter Kit with Foldable Placemat (Taupe) Complete mealtime set including foldable placemat and feeding essentials designed to support toddlers' self-feeding practice.
• Hegen Multi-stage Fork and Spoon PPSU with Case (Taupe) Ergonomic PPSU fork and spoon set designed for different feeding stages, supplied with a protective carrying case in taupe.
• Hegen Suction Bowl with Snack Lid Silicone (Taupe) Silicone suction-based bowl with attached snack lid designed to prevent spills during toddler self-feeding.
• Hegen Divided Suction Plate Silicone (Taupe) Multi-compartment silicone suction plate designed to keep food portions separate and prevent tipping during toddler self-feeding.
• Hegen Gift Cards Digital gift cards redeemable on hegen.com for gifting the brand's baby products.
• Hegen By Me Merlion Plushie Singapore-themed Merlion plush toy sold as branded merchandise to complement personalisation offerings.
• Hegen By Me Tote Bag Branded Hegen tote bag designed for carrying baby essentials and everyday items.
• Hegen Soothing Teether Branded silicone teething toy designed to soothe sore gums in infants.
• Hegen Bucket Hat Branded bucket hat marketed for sun protection during outings with babies and toddlers.
• Hegen Travel Duffle Bag (Auburn) Branded travel duffle bag in auburn colour designed for carrying baby items on trips.
• Hegen Utility Bag (Slate Grey) Branded organisational utility bag in slate grey for storing baby accessories.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DisneycoreStrategic or Co-development PartnerHegen has a Disney licensing partnership featuring Winnie the Pooh characters on their products. The collaboration launched with Into the Woods (Chapter 1) and The Hunny Days (Chapter 2), offering personalized Hegen bottles with Disney's Winnie the Pooh theme.
• CommuneminorStrategic or Co-development PartnerCommune x Hegen collaboration creating lifestyle-oriented product combinations, positioning Hegen products within a broader home and lifestyle context.
• FlegencoreChannel Partner/ Reseller/ DistributorFlegen is a lactation consultant partnership providing breastfeeding support resources. Hegen links to Flegen's website and blog content, and refers customers to Flegen for personalized breastfeeding advice and support services.
• AtomeminorChannel Partner/ Reseller/ DistributorAtome provides 0% interest installment payment options (split into 3 payments) integrated into Hegen's checkout process, enabling customers to purchase higher-value bundle sets with flexible payment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tommee Tippee: Mayborn Group's global baby feeding brand offering bottles, cups, breast pumps, and soothers. Directly competes across Hegen's product range with deeper international distribution and category breadth.
• MAM Baby: Austrian baby products brand offering bottles, pacifiers, teethers, and breastfeeding accessories globally. Competes with Hegen in the same premium baby feeding category with a similarly design-led brand identity.
• Pigeon: Singapore-listed Japanese baby products company specializing in feeding bottles, nipples, and breast pumps. Closest direct peer — same product category, same Asian market focus, and comparable premium positioning; Pigeon is the dominant incumbent Hegen most directly challenges in Singapore.
• Dr. Brown's: US-based baby bottle specialist known for internal vent system bottles and a full range of feeding accessories. Direct competitor in the premium bottle category, with strong pediatrician endorsement.
• Philips Avent: Philips-owned premium baby bottle, breast pump, and pacifier brand. Direct competitor in the same product categories (feeding bottles, electric breast pumps) with global distribution and R&D scale Hegen competes against at the premium end.
• Comotomo: Korean/US baby bottle brand known for soft silicone, design-forward feeding bottles. Closely comparable to Hegen in product philosophy (premium materials, modern design, parent-friendly features) and category focus.

Broad incumbents

• Evenflo: US baby products company offering feeding, travel, and safety products. Overlaps with Hegen in bottles and breast pumps, positioned more at value/mass-market tiers.
• NUK: Mapa-owned baby brand with orthodontic pacifiers, bottles, and breastfeeding accessories. Competes in adjacent feeding categories with established pediatrician channel relationships.
• Chicco: Artsana-owned global baby brand offering a much broader portfolio (strollers, car seats, clothing, feeding, toys). Competes with Hegen in feeding bottles and mealtime but as part of a wider early-childhood portfolio.

Emerging players

• Haakaa: New Zealand-based niche brand specializing in silicone breast pumps and baby feeding accessories. Comparable emerging premium player in the breastfeeding accessories niche, with strong social-media-led brand growth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@Hegenofficial
• Facebookfacebook.com/hegen
• Instagraminstagram.com/hegen
• TikToktiktok.com/@hegen.official
• Xx.com/hegencom

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Hegen