In January 2025, wildfires tore through Los Angeles, forcing thousands of families from their homes. Among them were pregnant women days from delivery and parents with newborns but no diapers, clothing, or gear. Driven by our mission to take care of growing families, we knew we needed to act fast.
Within days, we transformed our 16,000-square-foot Beverly Hills showroom into a disaster relief hub. We rallied brand partners, volunteers, and our platform to deliver essentials directly into the hands of families who had lost everything.
Our goal was not to write a check and walk away, but to provide fast, direct support. That meant turning our showroom into a large-scale distribution center, mobilizing partners to donate strollers, formula, diapers, and postpartum supplies, and ensuring families knew where to turn for help.
We set out to:
Above all, we wanted families to feel cared for in the middle of a crisis.
Within days, we transformed our flagship showroom into a disaster relief hub. In partnership with Meena Harris and Stoney Clover Lane, we opened our doors for two distribution days where families affected by the fires could receive essential baby gear and personal care items.
We secured donations from trusted partners including Bobbie, Chicco, Willow, Stokke, Mockingbird, Cybex, Graco, Nanit, and Baby Brezza. The showroom was lined with rows upon rows of essentials: strollers, bassinets, breast pumps, bottles, diapers, clothing, and postpartum supplies.
Celebrity volunteers, including Lance Bass, Ashley Tisdale, Danielle Panabaker, Chloe Bridges Devine, Colton Underwood, and JC Chasez, dropped everything to help sort and distribute products to families. We announced the relief effort across Instagram, TikTok, and LinkedIn (reaching 2M+ followers) and invited LA-based media to visit the showroom to capture and share the story, extending awareness to affected families.
The overwhelming generosity created challenges. Storage became an immediate issue, forcing us to build a real-time inventory system almost overnight.
But the bigger challenge was time. Parents couldn’t wait for essentials. We had to transform our showroom, secure donations, organize volunteers, and communicate with families at lightning speed. We coordinated with Bobbie to provide formula even before our first distribution day, knowing some families couldn’t wait.
What began as a scramble became a coordinated, community-led effort - because the need was immediate, and the stakes were high.
This was Babylist’s first relief effort at this scale, and it showcased what we do best: listen to what families need, act quickly, and use our platform to provide real, immediate support. We turned a space designed for connection into a lifeline for parents in crisis.
In just two weeks, we rallied support from more than 160 brands and provided $2.3 million in essential items to over 1,000 affected families.
Over two distribution days, more than 70 volunteers helped move 91,700 pounds of product — the weight of a Boeing 737 — from our showroom into the hands of parents who needed it most.
Media coverage amplified the effort, with features in The Los Angeles Times, KABC, KCAL, KTLA, KTTV, LA Confidential, and Modern Luxury Angeleno, as well as national outlets including Forbes, Modern Retail, The Daily Beast, Fashionista, and Grazia. Media coverage resulted in over 1.8 billion impressions.
But the most meaningful impact was personal. Families left not just with strollers, formula, bassinets, and diapers, but with a renewed sense of care and community.
This effort also laid the foundation for Babylist’s next chapter in social impact. We are now building a comprehensive crisis support program, including disaster response protocols and direct community investment. In May, we delivered $25,000 in NICU gear to underserved NYC hospitals, supporting families in unexpected crises with safe, essential supplies. And in July, Babylist provided $35,000 in essentials to over 500 families during the Texas floods, continuing to support families faced during extreme moments of need.
As the leading platform for new parents, Babylist is uniquely positioned to unite brands, communities, and resources in moments that matter. This campaign proved that when disaster strikes, Babylist can move fast — and families can count on us.
