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How one mama turned her baby brand side hustle into a popular business

The founder of Bébé De Luxe on how she turned dealing with her son’s sensitive skin into a product line and baby brand.

How one mama turned her baby brand side hustle into a popular business

Motherly @ Work features the stories and insights of modern women growing their careers—and their families.


Less than two years since it’s inception, Bébé De Luxe has already quadrupled their sales year over year, and delighted customers and influencers alike. Bébé De Luxe has been featured in Vogue, by Jillian Harris of Bachelorette fame, and on countless other family and lifestyle blogs.

Amanda Toth is the powerhouse behind the brand. She’s like a superhero really: By day she works full-time as a paralegal at a high powered firm in downtown Vancouver. In the evenings she’s a loving mother to her two year old son, Rian. And then when the rest of the city goes to sleep, she puts on her cape and runs Bébé De Luxe - a line of luxurious bath and body products for babies and adults.

As you might imagine, the road to balance and success is paved with potholes. With so much going on, how does Amanda balance it all? And what happens when a copycat throws a wrench into her best laid plans?

What motivated you to start your own company, and this one in particular?

Amanda Toth: My son Rian has very sensitive skin and would often get red and patchy eczema symptoms, which would worsen after a bath with conventional baby washes.

I happened to go shopping with a couple of mama friends and our littles to a “fancy” baby store one day and saw a milk and oatmeal bath. That lightbulb moment of “I can make this” came on for me and I started researching right away.

I loved the idea of using coconut milk rather than cow’s milk since it is the fat content in the milk that makes your skin so soft, I figured I could get more benefits with the fattier coconut milk. Plus it has natural antibacterial, anti fungal and antimicrobial properties, it just seemed like the perfect base for a gentle, organic baby wash.

It was kismet actually because we later learned my son had a pretty harsh sensitivity to cows milk, including burn-like reactions topically. Had we made the original formula with cows milk, we wouldn’t be here today! I can’t say that I’ve always dreamed of being an entrepreneur but once I started, things just kept falling into place nearly effortlessly.

What makes your product unique?

Amanda Toth: I know most companies, especially small businesses, believe wholeheartedly in the products they make and I am the same. We use our signature Coconut & Oat Milk Bath blend for Rian’s bath daily, washing head to toe (including his hair) for nearly two years now. It is intended to be used as a replacement for conventional soap, some people feel weird about not lathering up with bubbles but my wildling child doesn’t stink so I’m pretty sure it works!

All silliness aside, our formula is especially great for babes and littles as the natural antibacterial, antifungal and antimicrobial properties of the coconut milk cleanse the skin while helping to soothe all sorts of irritations, diaper rashes (which are often fungal) and won’t strip the skin of their natural oils.

Because the formula contains no soap and no harsh chemicals, even when your little one has eczema or a severe diaper rash, it won’t sting like a soap or body wash would. We have had excellent feedback from customers using our signature coconut and oat milk bath for eczema, rashes, sunburn, and made into a paste it also helps to exfoliate cradle cap and can be used as either a face mask or facial scrub for mama.

How do you communicate that to customers?

Amanda Toth: The natural beauty industry is a growing trend that is beginning to really resonate with consumers. Recently a couple of trusted brands in the baby care business were discovered to have been less than honest and/or selling products which had known cancer promoting chemicals in their formulas. People are looking for natural products that they can trust, especially for their children. In nearly every social media post, article or marketing material we focus on the fact that our formula is simple, no-nasties, organic and made with food-grade ingredients.

How do you deal with copycats, or legitimate competitors?

Amanda Toth: I’m going to be honest here and hope that others can learn from my experience. The first copycat really stung and I called them out for it. It was a true copycat in that this person targeted me specifically and not only recreated my formula but the aesthetic of the brand I worked so hard to create.

Bébé de Luxe is my second child and I felt protective like a mother bear.

It was a great lesson to learn in my first year of business and I am grateful that I had those growing pains so early on to get them out of the way. I am now more confident that my own branding, formulas and passion shine through every aspect of Bébé de Luxe and allow all of these things to speak for themselves. The old adage is true, imitation is the sincerest form of flattery. While it may not ring true in the moment, know that if you have an imitator, you are a trailblazer and have created a product that inspires recreation. That is a beautiful thing.

How can you tell the difference between a copycat and a competitor?

Amanda Toth: To me a copycat is someone who maliciously imitates your brand. A competitor is a fellow entrepreneur who has created a quality product that I am proud to have Bébé de Luxe next to on a shelf.

A few of my favourite competitors that I have mad respect for are - Herbivore Botanicals, Tubby Todd, K’Pure Naturals and Haven Living. These are all brands I recognize for their aesthetic, natural formula and ethics and I use products from each line personally.

Collaboration over competition is the key to success in a market saturated with start-ups and I am proud to work alongside some of the most collaborative and welcoming women.

Why do you think really understanding what makes your brand unique is important?

Amanda Toth: I think today businesses are a dime a dozen and new products and brands pop up on the daily. It’s imperative that you create a unique product or brand to stand out from the crowd.

Knowledge is power and understanding what makes your brand unique equates to power.

Our customers truly identify with the struggles we have had with my son’s skin and find comfort in knowing that our products are natural, organic and food-grade. Especially with handmade and local consumers, having an identifiable connection to the brand or product really hits home. Let’s face it, shopping handmade and local costs more than buying mass produced products at a big box store, people are recognizing the value in higher quality products and shopping locally but your product has to connect with them in some way before they will spend their hard earned money.

What’s more important: being passionate about your company OR making real money?

Amanda Toth: I believe passion is key and that the “real” money cannot be acquired or attained without it. There has to be something driving you to hustle harder than your competition when you feel like you’d rather get some shut eye or hang out with your friends. Sacrifices are a very real part of growing and grooming a business, you have to love what you’re doing or you’ll flounder.

Do you struggle balancing being an entrepreneur and a mother?

Amanda Toth: Of course. Women wear so many hats in society. Not only am I an entrepreneur and a mother, I am a wife, a full-time career-driven women (a career separate from my business that I have busted my butt at for 13 years and I am not ready to let go of). I am a sister, daughter, friend and so many other things.

It is the sum of all of these things that make me unique but also causes me to struggle at times in any one or more of these arenas. One of my biggest struggles is finding patience and stepping back to allow the little moments to unfold rather than micromanaging every aspect of a day. Being a busy mom, entrepreneur and also working full-time, I have a lot to squeeze into 24 hour but toddlers go at their own pace. I need to allow myself to enjoy the process rather than get frustrated that we aren’t keeping my usual pace. It’s a blessing really, as my usual pace isn’t sustainable so being a mom to Rian often forces me to slow down.

What makes you unique as a mother?

Amanda Toth: I don’t know that I am unique as a mother. I’m just an average 33 year old who doesn’t really feel like I know what I’m doing half the time.

I’m a big fan of winging it - motherhood, business and life.

While I have a ton of Type A traits, mostly enjoying the feeling of being in control, becoming a mom and an entrepreneur has shaken things up for me and I’ve had to come to terms with the fact that I’m not really in control, ever.

I think being a mother has made me realize that it is a universal thing. Across any age, race, religion or economic status we all love our children above all else and none of us are experts. It has really opened me up to connection in a way that I have never been open to before. Insecurities always made me a bit of an introvert but now those same insecurities cause me to seek advice and commiserate with other mothers.

There is power, strength and magic in acknowledging that we don’t really know what we’re doing.

How does being a mother affect the way you run your business?

Amanda Toth: I would say that being a mother makes running a business more difficult but I don’t have any idea of what it’s like to run a business without being a mother.

And if I weren’t a mother, I wouldn’t have a business.

So to me, being a mother and running a business go hand in hand. Because my business is primarily marketed as a baby care company, I think it gives me the perspective of wanting the best for my child which translates into how we market and connect with our customers.

Is there any one piece of advice you’d give to aspiring lady bosses?

Amanda Toth: Find your passion. Don’t start a business thinking you are going to make it rich. It takes true grit and determination to make even the best products into a successful business.

It also takes so much more money, time and effort than you can ever imagine. Patience is paramount, even the little things will take longer than you expect but getting it right is worth it.

Everyone imagines that being their own boss is this wonderful thing but there is something to be said for the security of a steady paycheck and being able to leave your work at the door when you clock out. Knowing your family is housed and fed by doing your 8 hours at the office is actually pretty amazing.

That’s is one of the reasons I’m not yet ready to let go of my career. I am a Taurus which means I need to feel stable and secure. Having a job with steady pay, benefits and a pension plan gives me those things without the stress of having to push more online sales or attend more markets.

What does the word “motherly” mean to you?

Amanda Toth: I think we all have an ideal definition, and it’s not always achievable. We read books and blogs, research and ask questions all before babe even arrives. Most of the things we think we know about being a parent go right out the window as soon as that baby is put into your arms.

At the core of being a good mother, we should be loving and patient above all else not just with our children but with ourselves too. We are hardest on ourselves, but if we were to ask our children what being a good mother means they would likely give us a simple definition of love, kindness and patience. We all need to be reminded of that. 

Being a good mother doesn’t mean only the best organic meals, having the smartest kid dressed in the best clothes. I think it is time we get back to basics with our children, who often learn more from our example than from our teachings. Slowing down and showing them we are patient, demonstrating true kindness and unconditional love will give them a good foundation to grow into a good human being.

Get your own, no-nasties Bébé de Luxe here!

Haley Campbell is the founder of Beluga Baby and creator of the ultimate bamboo baby carrier. She is a regular contributor to Motherly and is an avid advocate for entrepreneurs, and for the new generation of mothers making the world their own.

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We're so glad to live in a time when modern baby gear exists. Sure, no one is going to argue that having a baby is easy—but it can be easier with support from some gadgets designed to help your baby and put your mind at ease.

As you build your baby registry, look for products that go the extra mile to make your life a whole lot easier. For example, what's better than a bassinet? A bassinet that can rock by itself. And what's better than a traditional baby monitor? One that allows you to actually take a peek at your baby. Believe us when we say these upgrades can make all the difference.

Here are 10 baby gadgets that will make your life so much easier… relatively speaking, of course!


A bassinet to promote safe + sound sleep

HALO Innovations Bassinest Swivel Sleeper Essenta Series Nautical Net

The safest place for your newborn to sleep is in your room, but not in your bed. Thanks to the swivel function of the Halo Bassinest, you can easily tend to your baby during the night—which means more sleep for you, too. Trust us when we say that is the best gift you can give a new parent.

$239.99

A smart swing for your baby

4moms mamaRoo 4 Bluetooth Enabled High-Tech Baby Swing - Classic

Believe it or not, many babies are born with strong opinions about how they want to be rocked, swung or shushed to calm down. With the mamaRoo's various motions and reclining positions, you'll be able to find a setting your baby loves when you need to free up your hands for a bit.

$219.99

A complete travel system for car + sidewalk

Chicco Bravo Travel System - Indigo

No matter where the day takes you—or what mode of transportation you need to get there—getting a complete travel system for your baby will equip you for anything.

$379.99

A swaddle you don’t have to wrestle

Love To Dream Swaddle UP Original

What do babies and Harry Houdini have in common? A knack for breaking out of tight constraints—which can be a headache when swaddling is the best way to help promote good sleep. Thanks to a breakout-proof swaddle that allows your baby to sleep with their hands up, you don't have to work up a sweat just to get your baby comfortably swaddled.

$29.99

A nursery wherever you need it

Baby Trend Lil Snooze Deluxe II Nursery Center

During the early days of parenting (when you are feeding and changing your baby around the clock), having convenient access to everything you need with a go-anywhere nursery station can save you serious time and energy.

$99.99

A little help for stuffy noses

Fridababy NoseFrida Nasal Aspirator

Up until the point years down the road when your child is able to blow their own nose, the sniffles can be a real struggle—but not with a nasal aspirator that makes it easy for you to get that snot out of their nose.

$15.99

A way to keep an eye on your baby

VTech 5" Digital Video Baby Monitor - VM5251

Trust us when we say you'll sleep better when you know your baby is also sleeping soundly. That's why we're so thankful for modern-day video monitors, which allow you to check in on your sleeping baby without running the risk of waking them up when you sneak in for a peek.

$79.99

A bassinet for hands-free rocking

Simmons Kids Silent Auto Gliding Elite Bassinet - Odyssey

Babies are soothed by rocking motions. But what does that mean for you if you can't rock them throughout the night? With an auto-gliding bassinet, they can comfortably drift off to sleep... and continue snoozing.

$99.99

An easy way to contain diaper smells

Diaper Genie Expressions Pail

Sometimes it's the little conveniences that make a big difference in the quality of your day-to-day life. That's why a great diaper pail should not be undervalued: By containing the smell, you will save yourself dozens upon dozens of trips to the garbage can.

$24.99

A white noise machine that pulls double duty

Hatch Rest Sound Machine, Night Light & Time-to-Rise

A phone-controlled sound machine may be something you never considered until now, but it will be a major lifesaver for years to come, especially as it can also function as a time-to-rise clock that promotes good sleep habits for your child.

$59.99

And as for securing all these awesome products? Well, a Target baby registry is the way to do it. By creating your baby registry with Target, you will also enjoy their Year of Benefits registry program, which includes perks like a welcome kit with more than $100 in savings and samples, two 15% off coupons to complete your registry, and a full year of returns. The benefits are better than ever right now: Target just launched the Year of Exclusive Deals perk as one of its registry benefits, and this includes a year's worth of discounts on baby essentials (think diapers and formula) and comes complementary when you sign up for Target Circle.

Because while parenting may not be "easy," deciding to register with Target definitely is an easy decision. Start your Target baby registry now and enjoy shopping with a Year of Benefits featuring a Year of Exclusive Deals available via Target Circle, two 15% off coupons, a year of hassle-free returns, a free welcome kit and more!

This article was sponsored by Target. Thank you for supporting the brands that support Motherly and mamas.

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I never wanted to be a mom. It wasn't something I ever thought would happen until I fell madly in love with my husband—who knew very well he wanted children. While he was a natural at entertaining our nephews or our friends' kids, I would awkwardly try to interact with them, not really knowing what to say or do.

Our first pregnancy was a surprise, a much-wanted one but also a unicorn, "first try" kind of pregnancy. As my belly grew bigger, so did my insecurities. How do you even mom when you never saw motherhood in your future? I focused all my uncertainties on coming up with a plan for the delivery of my baby—which proved to be a terrible idea when my dreamed-of unmedicated vaginal birth turned into an emergency C-section. I couldn't even start motherhood the way I wanted, I thought. And that feeling happened again when I couldn't breastfeed and instead had to pump and bottle-feed. And once more, when all the stress from things not going my way turned into debilitating postpartum anxiety that left me not really enjoying my brand new baby.

As my baby grew, slowly so did my confidence that I could do this. When he would tumble to the ground while learning how to walk and only my hugs could calm him, I felt invincible. But on the nights he wouldn't sleep—whether because he was going through a regression, a leap, a teeth eruption or just a full moon—I would break down in tears to my husband telling him that he was a better parent than me.

Then I found out I was pregnant again, and that this time it was twins. I panicked. I really cannot do two babies at the same time. I kept repeating that to myself (and to my poor husband) at every single appointment we had because I was just terrified. He, of course, thought I could absolutely do it, and he got me through a very hard pregnancy.

When the twins were born at full term and just as big as singleton babies, I still felt inadequate, despite the monumental effort I had made to grow these healthy babies and go through a repeat C-section to make sure they were both okay. I still felt my skin crawl when they cried and thought, What if I can't calm them down? I still turned to my husband for diaper changes because I wasn't a good enough mom for twins.

My husband reminded me (and still does) that I am exactly what my babies need. That I am enough. A phrase that has now become my mantra, both in motherhood and beyond, because as my husband likes to say, I'm the queen of selling myself short on everything.

So when my babies start crying, I tell myself that I am enough to calm them down.

When my toddler has a tantrum, I remind myself that I am enough to get through to him.

When I go out with the three kids by myself and start sweating about everything that could go wrong (poop explosions times three), I remind myself that I am enough to handle it all, even with a little humor.


And then one day I found this bracelet. Initially, I thought how cheesy it'd be to wear a reminder like this on my wrist, but I bought it anyway because something about it was calling my name. I'm so glad I did because since day one I haven't stopped wearing it.

Every time I look down, there it is, shining back at me. I am enough.

I Am Enough bracelet 

SONTAKEY  I Am Enough Bracelet

May this Oath Bracelet be your reminder that you are perfect just the way you are. That you are enough for your children, you are enough for your friends & family, you are enough for everything that you do. You are enough, mama <3

$35

We independently select and share the products we love—and may receive a commission if you choose to buy. You've got this.

Life

Talking to kids can come so easily. They have thoughts about everything and stories for miles. They see the world in a completely different light, and could ask enough questions to fill an afternoon.

But sometimes finding the right words for talking to kids can be really, really challenging. When choosing how to respond to the marker on the wall, or the seemingly unending why-can't-I battle, or in simply keeping healthy communication open with kids who don't want to talk, the words don't seem to come so easily.

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