Odetta didn’t set out to build a baby brand. She grew up watching her father, a paediatric gastroenterologist, care for babies struggling with reflux and the exhausted parents trying to soothe them. Again and again, she saw the same problem: babies needed to be held upright for hours, with no real solution. Turning that medical insight into BabyUp® became a deeply personal mission, to bring comfort, relief and dignity to families everywhere.