A full carton of Little Puggles Size 1 nappies and a full carton of premium wipes, waiting by the bed at any maternity unit that joins the programme. Free. No strings.
The EAA logo represents a brand partnership and product suitability assessment only, and does not constitute endorsement of any type.
Every Gentle Beginnings welcome includes 216 Size 1 Little Puggles nappies, six packs of 36 in one carton, and 480 premium wipes, six packs of 80 in a second carton. That is roughly a full month of nappies and wipes for a newborn in the early weeks, depending on how much your baby goes through.
It is a big drop, deliberately so. We want you set for the first month at home without having to think about restocks, deliveries or whether there is enough left in the cupboard for the next change. At a partner unit, the cartons will turn up in your room at some point after your baby arrives, alongside the rest of your maternity care, with a short welcome note and a printed FAQ leaflet covering fit, sizing and what to do if anything isn't working.
Nothing else comes with it. No automatic subscription. No follow-up call. No discount code that expires before midnight. You take the cartons home and use them. If everything fits and feels right, the website is here when you decide what to do for your second month. If it doesn't suit your family, that is also fine. The cartons are yours either way.
"It's the most expensive moment in most families' lives. If we can take one item off the list for the first month and let people focus on the bigger stuff, that's a thing worth doing."
Emma Hando, co-founder
The first weeks home with a newborn are expensive, and most families come out of hospital with a long list to buy and very little brain space to sort through which products are worth a premium. Nappies and wipes are about a third of that list. They are also the products that touch your baby's skin every couple of hours, day and night.
Little Puggles sits under Australian First Aid Distributions: an Australian-owned medical and continence supply business based in Bendigo, with a retail store on Murphy Street and online sales Australia-wide. Fifteen years of getting the right continence and clinical-supply products to hospitals, aged care providers, NDIS participants and households across Australia. Our adult continence brand is Comfort First. The Little Puggles wipes are formulated to the same standard as the Comfort First wipes, and the manufacturing relationships, the testing discipline and the supply infrastructure behind Comfort First sit behind Little Puggles too.
We have the supply infrastructure. We have the relationships with hospital procurement teams through fifteen years of clinical-supply work. And the family is from Bendigo, where the company has always been based. Giving every new mum and dad a real start with the product, in their hospital room, before any decisions get made under sleep deprivation, is something a small Bendigo team can actually do.
The cartons are the same product we sell on the website. Same Size 1 tape nappies, same premium wipes, same packaging, same testing, same everything. They aren't sample sizes, they aren't off-spec stock, and they aren't a different formulation. The factory makes one Little Puggles Size 1 nappy and one Little Puggles wipe formula, and that is what goes in the Gentle Beginnings welcome.
The programme isn't an acquisition channel either. We don't pass your contact details to anyone. We don't add you to a marketing list. There is no automatic email, SMS or follow-up sequence triggered by the welcome. The printed FAQ leaflet in your carton lists our website, email and phone number if you want to look us up, and that is the extent of the digital experience unless you choose to come further.
If Little Puggles isn't for you, we don't need to know why. The cartons are yours to keep, pass on, donate or store for the next baby in your life. Whatever works.
We'll start close to home and roll out as the operational backbone holds. Every Gentle Beginnings carton ships with the same third-party verification stack the rest of the Little Puggles range carries: Dermatest® Sensitive Skin, no PFAS detected per SGS testing, no chlorine bleach per SGS testing, EAA recognition for suitability on eczema-prone skin, and Australian-owned business status verifiable through the ASIC public registers. The certifications page lists every certificate number, validity date and assessor on the record.
We're starting locally, with a target of going live within thirty days of our official launch. We're working through the partnership conversations now. Partnerships only count once they are confirmed in writing, and we'll update this page as each one signs.
Months four to six after launch, contingent on Phase 1 going smoothly and our team having the capacity to scale.
Selected high-birth maternity units over the year following launch. The longer-term goal is for any new mum or dad in a participating Australian maternity unit to have the option of a Little Puggles welcome carton on the way home.
A note on phasing. The phases are about our operational pace, not a queue. If your maternity unit is interested in Gentle Beginnings, the right time to start the conversation is now, wherever you are. We would rather know you're interested early and work the timing out together than have you wait for a later phase that doesn't reflect when you're actually ready. Email hello@littlepuggles.com.au with Gentle Beginnings in the subject line and we'll come back within two business days.
Partnerships are progressed one hospital at a time. We'll list active partners on this page as each agreement signs.
Active partners: none are confirmed at the time of writing. We'll list active partners here as each partnership signs.
Gentle Beginnings is a two-sided programme. There is a benefit for the family at discharge and a benefit for the maternity unit on an ongoing basis.
For families.
A full carton of nappies and a full carton of wipes at discharge, a full month of product, free, at the moment an unexpected expense hits hardest. Independent product-level certification: Dermatest® Sensitive Skin, no PFAS detected via SGS testing, no chlorine bleach (SGS verified). The same EAA recognition for suitability on eczema-prone skin that appears on every Little Puggles product, and ingredient certification through Safe Cosmetics Australia on the wipes formulation.
For the maternity unit.
Alongside the discharge cartons, we provide ongoing supply of Size 1 nappies and wipes for the unit's own day-to-day use during the maternity stay: in-stay changes, top-up packs, the ordinary operational needs every maternity unit goes through. The unit supply is part of the partnership, not a separately invoiced procurement line. Volume is confirmed during onboarding and adjusted based on actual usage.
Operational profile.
A single SKU on each side of the programme, a predictable cadence, no in-hospital marketing component, no signage, no scripted handover and no patient-data exchange. The printed FAQ leaflet in the discharge carton lists our website, email and phone number. Family follow-up is opt-in and customer-initiated rather than pushed by us.
If you're a midwifery educator, a ward nurse unit manager, a maternity unit manager or a procurement lead considering a partnership, this section is for you.
What we provide.
Two streams of supply under one partnership.
The first is the discharge welcome: one welcome per new family, distributed by your team alongside the rest of the discharge bundle. Each welcome is a full carton of Size 1 tape nappies, 216 nappies across six packs of 36, and a full carton of premium wipes, 480 wipes across six packs of 80. Your team passes one to each new family on the way home. No script, no signage, no data capture.
The second is ongoing unit supply: Size 1 nappies and wipes provided to your maternity unit on a regular cadence for the unit's own day-to-day use during the maternity stay. In-stay changes, top-up packs, the operational items every maternity unit goes through. The unit supply is part of the partnership rather than a separate procurement arrangement. We confirm volume with your unit during onboarding and adjust based on actual usage from there.
What we don't ask for.
Patient lists, contact details, or any data about families. No in-hospital marketing component, no clinical claims attached to the handover, no exclusivity clause. The printed FAQ leaflet in the discharge carton lists our website, email and phone number for parents who want to follow up. Family follow-up is opt-in and customer-initiated rather than pushed by us.
Why we can do this.
Our parent company has worked with hospital, aged care and NDIS procurement teams for fifteen years, so the supply chain, the quality systems and the regulatory backbone are already in place. The nappies and wipes carry independent product-level certification: Dermatest® Sensitive Skin, no PFAS detected via SGS testing, no chlorine bleach (SGS verified). The manufacturing facility holds ISO 9001 with a scope explicitly covering baby diapers, and the nappies are made in a factory with ISO 13485 certification, which is how we describe the facility on our packaging and on our certifications page.
The verification stack at a glance.
For procurement evaluation, every certificate number, every assessor identity and every validity date sits on the certifications page. For a one-page quality summary formatted for a procurement file, email hello@littlepuggles.com.au
with Quality Summary in the subject line and we'll come back within two business days with the current certificate package.
Next step. If you would like to discuss a partnership for your unit, use the form below or email
with Gentle Beginnings partnership in the subject line. We'll come back within two business days with a programme summary, a specification for the discharge carton and the unit supply, and a proposed conversation about logistics for your unit. There is no commercial overlay to the conversation. The programme is the programme.
More questions. Email us at hello@littlepuggles.com.au or call 03 5443 2239 and we will answer anything about ingredients, certifications, sizing, shipping and ongoing supply if you decide to keep going. Our contact page has the details, and the website address is printed on the FAQ leaflet inside your carton.
The receipts behind your carton. If you want the certificate numbers, the assessor identities and what each test actually verifies, our certifications page is the source of truth for every credential we hold, with the certificate number and the validity date against each one.
And if you want to know more about who we are and how we got here, the Our Story page is the longer read.