We focus on “With safe, science‑backed, and tastefully designed solutions, we put mothers at ease and babies in comfort.”

- 2016: Two fathers in Singapore founded the brand with a vision of "affordable, high-quality formula."
- 2020: Vincent Ong took over, focusing on the science-based parenting needs of knowledgeable mothers.
- 2021–present: Launched in Singapore Malaysia, Thailand, the Philippines, and Indonesia, building a regional supply chain.

- Headquarters in Singapore: R&D and clinical collaboration base
- Malaysia / Thailand: Mother & baby chain stores + Shopee, Lazada flagship stores
- Philippines / Indonesia: Local distribution + partnerships with confinement centers / hospitals, creating offline experience touchpoints