The first few moments and days after a baby’s birth are filled with emotion, connection, and discovery. Skin-to-skin contact has long been studied as one of the most important ways parents can bond with their newborns, offering benefits that extend far beyond those early cuddles. Research shows that skin-to-skin care can help regulate a baby’s temperature, heart rate, and breathing, while also supporting breastfeeding success, reducing stress, and strengthening the parent-child bond.

Joeyband™ was created to help families experience these benefits securely and confidently, for an extended period. Designed and manufactured in Toronto, Joeyband™ is an internationally patented skin-to-skin support device that helps keep newborns positioned against a caregiver’s chest during skin-to-skin care. The innovative design provides added support while allowing parents and caregivers to remain hands-free, creating a comfortable and reassuring experience for both caregiver and baby.

Today, Joeyband™ is trusted by hundreds of hospitals across North America and around the world, and has supported more than 100,000 families. More than just a baby product, Joeyband™ is a tool that encourages connection, confidence, and peace of mind during one of life’s most important transitions.

About the inventor

Like many great innovations, Joeyband™ was born from a personal experience.

Inventor Hayley Mullins was enjoying skin-to-skin time with her newborn daughter when every parent’s worst fear became a reality – her baby had the startle reflex and slipped from her chest. Although her daughter was not seriously injured, the experience left Mullins shaken. Determined to find a safer way to practice skin-to-skin care, she began searching for a product that could more easily provide support and security during those precious bonding moments.

When she discovered that no such product existed, Mullins decided to create one herself.

What began as a solution for her own family quickly evolved into a mission to help others. Drawing on her experience, Mullins developed the first Joeyband™ prototype and later partnered with co-founders Sarah-Almaza Cox and Ashley Wade to bring the product to market. After being in the market for over a decade, Mullins’ vision is becoming a reality for all families with a newborn (or newborns from multiple births), including those who are members of the adaptive and/or disabled patient community. 

Balancing motherhood and entrepreneurship was no easy feat. Like many mompreneurs, Mullins navigated sleepless nights, family responsibilities, and the challenges of building a business from the ground up. Yet her passion for improving postpartum care and supporting families remained the driving force behind the brand’s success.

Today, Joeyband™ continues to change the standard for newborn and maternal health, while advocating for the importance of early bonding, helping families create meaningful connections from the very beginning.

Where to buy

Joeyband™ products are available directly through the official Joeyband™ website at joeyband.com, where parents can learn more about the benefits of skin-to-skin care and explore the full collection of products designed to support their parenting journey.