A modern lifestyle brand redefining motherhood

Essential Baby

The information, inspiration and registry must-haves new mamas need, straight from moms who have been there.
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Nursery Decor

Many of the most beautiful bonding moments with baby take place in the nursery. Here's how to make the space itself beautiful, too.

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Must-Haves from Target


Nothing can stop you, mama, especially when you're armed with an amazing stroller. Here are our favorites to suit all of your get-out-and-go needs.

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Must-Haves from Target

Car Seats

When you're a mom who is always on the move, being confident that your baby is safe on the roads is priceless. Here are our top mama-approved car seats.

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Must-Haves from Target

Nursing + Feeding

Breast, bottle or both? Whatever you choose, no one knows how to nourish your baby better than you, mama. Here are a few of our absolute favorite staples to support you along the way.

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Must-Haves from Target

Baby Clothing

Babies need clothes. And, let's be honest, mama's going to take a lot of pictures. Might as well make those outfits changes as cute (and affordable!) as these.

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Must-Haves from Target

Toys + Activities

Toys and activities reward your baby's curious mind—and you, too, as you watch their eyes light up. These are our favorite toys for encouraging imagination and discovery.

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Must-Haves from Target

Nursery Organization

Who knew that the path to a clean and organized nursery could look so lovely? Keep the nursery tidy with these essentials you can trust.

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Must-Haves from Target


Baby's changing table is one of the hardest working surfaces in the house. Make your job a little easier with these tried-and-true diapering essentials.

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Must-Haves from Target


Baths have never been more adorable—or sweeter smelling. These are our favorite bathtime essentials to keep them fresh, clean and oh-so soft.

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Must-Haves from Target

Splurge worthy

The essentials are, well, essential. But a splurge gift is one you'll really remember. Send this little hint-hint to groups of friends who may want to go in together on the purchase.

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Must-Haves from Target

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