buybuy BABY, North America’s leading baby and toddler specialty retailer, is expanding its portfolio of parent-founded Buzzworthy Brands this summer. Three new brands, Parasol EmBeba, and Smilo, are now available in select stores and on buybuybaby.com, joining the retailer’s curated assortment of high-quality, trusted, and differentiated products.

“We’re continually on the lookout for unique and innovative brands – especially brands created by parents for parents – that we know our customers will love to discover,” says Patty Wu, senior vice president and general manager of buybuy BABY. “Every child’s and family’s needs are different, which makes variety so important. We are proud to introduce the latest Buzzworthy Brands to our customers so that parents have access to a wider assortment of products to help with every step of their parenting journey.”

Parasol diapers’ unique RashShield design is the result of its co-founder’s relentless pursuit to create the first and only rash-free diaper. Conceived with love in California, Parasol sources worldwide to bring the softest, most absorbent, eco-friendly materials and the latest innovative engineering to babies and their families.

“In 2014, we started ParasolCo to create the ultimate diaper which didn’t exist — super soft for sensitive skin, and super absorbent for no more diaper rash,” shares Jessica Hung, co-founder of ParasolCo. “I’m impressed with buybuy BABY’s support of women-owned businesses, many founded by mothers like myself, determined to do better for our children. Being chosen as one of their Buzzworthy Brands is not only tremendous recognition of Parasol products, but of our shared dedication to babies’ well-being and the wonderful journey of parenthood.”

This summer’s other Buzzworthy Brands include EmBeba, a diaper rash balm, and Smilo, a brand of baby bottles and pacifiers.