Hi, Bagong Nanay!
It’s December, and I’m honored to share the story of Ives Lim-Esteban, the mom behind Tickled Babies – the exclusive distributor of well-known brands like HALO, Nosefrida, OXO Tot, b.box, brushbaby, RaZbaby, and Lässig here in the Philippines.
Ives has been a good friend, and especially during my first months as a Bagong Nanay again for my second child, she was there to help me even though we’ve only met in person once!
And so when she accepted my invite to feature her story and when she submitted her draft on the day I asked her to, I was teary-eyed. Not only did she affirm that what I’ve been doing for Bagong Nanay is meaningful work, she also proved how amazing things a Bagong Nanay can do and achieve – at her own pace.
Read on, and be inspired with the Bagong Nanay Biz story of Ives.
Tickled Babies: How it started vs. How it’s going by Ives Lim-Esteban
Tickled Babies began in the quiet, vulnerable early days of my motherhood—when I was a bagong nanay researching for the best products for my baby. One of the products that truly helped me as a new mom was the HALO SleepSack.
A US-based mommy friend educated me on the importance of safe sleep and strongly recommended the product. When I learned about HALO’s origins—created by the founder after losing his baby to Sudden Infant Death (SIDS) —it deeply moved me.
Their mission of protecting babies through safer sleep resonated with me in a very real, very personal way that it became my own advocacy to pay it forward and educate other parents. I told myself, “If this product can save lives, Filipino families should have access to it.”
Like many startups, I faced the challenge of balancing new motherhood (breastfeeding, sleepless nights) and running a small business during the early days. I packed orders between feedings, answered inquiries while rocking my baby to sleep, and handled everything from logistics to customer service on my own. It was overwhelming, but every message from a mom saying “You made my motherhood easier,” reminded me why Tickled Babies existed.
“You don’t have to choose between being a good mom and being a successful entrepreneur. Motherhood equips you with powerful skills—resilience, intuition, adaptability, and creativity. These traits make moms excellent decision-makers and business owners.”
-Ives Lim-Esteban, Tickled Babies
Our portfolio of brands grew naturally as I encountered challenges in my own parenting journey, and discovered products that address them. What keeps me going today is the same reason I started: helping Filipino families gain access to trusted, research-backed products that truly make parenting easier.
Tickled Babies takes pride in working only with experts in each category, and we will never represent a brand that I wouldn’t confidently use for my own family.
Top 3 Bestselling Tickledbabies Products Loved by Parents
1. NoseFrida Nasal Aspirator
The NoseFrida Nasal Aspirator continues to be one of the most recommended newborn health essentials by pediatricians and parents alike. Moms love how effective and hygienic it is—safe, gentle, and clinically trusted. Whether it’s clogged baby noses, colds, or nighttime congestion, this tool gives instant relief and helps babies sleep better.
2. b.box Sippy Cup
This award-winning transition cup for babies and toddlers is an internet-favorite because of its weighted straw, leak-proof design, and easy-grip handles. It helps babies drink independently from any angle, making it one of the best hydration essentials for travel, playtime, and baby-led weaning (BLW) stages.
3. OXO Tot Suction Dishware
Perfect for baby-led weaning, the OXO Tot suction plate and bowl prevent mess by staying firmly on the table. Parents love the durability, the non-slip suction base, and the thoughtful design that supports self-feeding. It’s practical, long-lasting, and ideal for every feeding milestone.
3 Underrated Tickledbabies Products Bagong Nanays Should Know About
1. Brush-Baby Dental Wipes
Oral hygiene should start even before the first tooth appears. These wipes gently clean gums and early teeth, helping prevent bacteria buildup and establishing healthy dental habits from the very beginning.
2. RazBaby Keep-It-Kleen Pacifier
A smart and underrated newborn essential. This pacifier automatically “self-closes” when dropped, keeping the nipple clean and germ-free—no more constant washing or sterilizing on the go. It’s especially helpful for Bagong Nanays navigating the hectic early days of parenthood.
3. Lässig Back-Healthy Backpacks
Choosing the right backpack for your child can have a lifetime impact on posture and back health. That’s why we brought in Lässig Back-Healthy Backpacks from Germany. Certified ergonomic, they evenly distribute weight, reduce strain, and support proper posture. Moms love that these backpacks are stylish, practical, and designed to protect both their child’s and their own long-term back health.
3 Things that Might Inspire You to Start a Business
- Motherhood gives you purpose—and purpose creates businesses that matter. Many successful mom-led brands started with one simple goal: to solve a real problem mothers face.
- You can pursue motherhood and business at your own pace, without guilt. You’re capable of both.
- Believe in your product—because if it genuinely helps people, word will spread because your clients will naturally advocate for it. Word of mouth is powerful, I’ve seen this firsthand with Tickled Babies products. Authentic recommendations from real parents will always be stronger than any ad spend.
You don’t have to choose between being a good mom and being a successful entrepreneur. Motherhood equips you with powerful skills—resilience, intuition, adaptability, and creativity. These traits make moms excellent decision-makers and business owners.
If you could give a message to the Bagong Nanay Ives, what would it be?
You’re doing better than you think. Trust your instincts. These early, messy, overwhelming days are shaping your strength. One day, you’ll look back and realize this season gave birth not only to your baby, but also to your purpose.
Shop Tickled Babies products on their website, and use code SAVE12JA to get 12% off before checkout. Also available on Shopee, Lazada and TikTok.
Are you a mompreneur who’s ready to share your Bagong Nanay Biz story? Email me at judysantiagoaladin@gmail.com and let’s make it happen.
Bagong Nanay 