After years in the corporate world, Eshani De Silva and her husband found themselves craving more meaning, more purpose, and a lifestyle that aligned with the values they were beginning to live by: health, simplicity and sustainability. As they swapped harsh cleaners for natural alternatives and fast food for home cooking, they began dreaming of building something that truly mattered. That dream became Cuddlies – a brand born from the belief that everyday baby essentials should be safe, gentle and good for the planet. Their bamboo eco nappies and water wipes range is uniquely designed to offer families a better, more sustainable option. Here, Eshani talks to The Natural Parent Magazine about the passion behind Cuddlies, the challenges they have overcome, the pros and cons of running their own business, and their hopes and dreams for the future.
The passion: What inspired you to set up your business?
For decades, my husband and I were both working in the corporate world – doing the 9-to-5 (and often much longer), ticking all the boxes, but feeling like something was missing. The work didn’t light us up. It wasn’t personal. We reached a point where we were craving a new challenge – something that felt meaningful.
At the same time, we were making lifestyle changes at home – switching to non-toxic cleaners, swapping Uber Eats to eating better and choosing more eco-friendly products. We wanted to build something of our own, something that could actually help people and reflect the values we were beginning to live by: health, simplicity, sustainability.
That mindset naturally carried over when we started looking into baby products. We chose to focus on baby products because that’s where trust matters most. Babies have the most delicate skin – and they can’t choose what goes on it. And honestly? We were shocked. So many nappies and wipes were packed with chemicals and plastic, marketed as “gentle” but full of ingredients we wouldn’t feel safe using ourselves, let alone on a newborn.
We saw a real gap in the market for products that were actually non-toxic, gentle and sustainable – not just greenwashed. Nappies and wipes are used every single day, which means they carry the potential to either do a lot of harm… or a lot of good. We knew that if we could get these daily essentials right, we’d be making a real difference for both families and the planet.
And so, Cuddlies was born. Our bamboo eco nappies and bamboo water wipes range is uniquely designed to offer Aussie families a safer, better and sustainable option.
The launch: How did you start out in the beginning?
Gosh – it’s a bit of a blur, those early years! While parenting ended up not being on the cards for us, we channeled our energy into creating Cuddlies – a brand that offers real, safer care for little ones, built with both families and the planet in mind. It gave us a sense of purpose that corporate life never could.
We started small – really small. Juggling full-time jobs while spending nights researching ingredients, comparing suppliers, talking to industry experts and figuring things out as we went. We went through countless rounds of product testing, determined to find the right balance between performance and purity.
Our first Cuddlies nappy samples were packed by hand in our living room – our house was surrounded by cartons of nappies and shipping tape. Friends and family would drop by on weekends to help pack boxes – everyone pitched in. It truly was a grassroots beginning, fuelled by late nights, spreadsheets and a lot of belief in what we were building.
We launched with bamboo eco nappies and water wipes – free from toxins, made from natural ingredients and packaged with as little waste as possible. No greenwashing, no gimmicks – just honest products we could be proud of. From there, the Cuddlies community began to grow, thanks to word of mouth from parents who shared the same values and were just as passionate about protecting their little ones and the planet.
The innovation: What was the biggest breakthrough for you with your business?
Definitely launching the Cuddlies nappy subscription service. We love a good subscription ☺. We wanted to offer something that made life easier for busy parents – nappies and wipes delivered like clockwork, without the last-minute supermarket dash and having to carry bulky boxes to the car.
But the real “yes, we’ve nailed this” moment came from the feedback. Hearing how our nappies and water wipes were helping with skin sensitivities, how relieved parents felt knowing what was not in our products – that’s what really hit home. We weren’t just selling nappies, we were building trust.
Yin and Yang: How do you balance work and family?
Ha! I don’t think we’ve nailed it fully (does anyone?), but we’re definitely getting better at it. Running your own business means it’s hard to switch off sometimes – emails don’t stop just because it’s the weekend. But we’ve learned to set a few boundaries and give ourselves permission to slow down when we need to.
Just last year, we made the move from the suburbs to a more rural lifestyle, and honestly, we’re loving every minute of it. There’s something about being surrounded by nature that helps you breathe deeper, think clearer and remember what really matters. Our mornings are quieter, the stars are brighter and even the chaos feels more manageable out here.
So no, we don’t have it all perfectly balanced – but we’ve traded busy for intentional, and that’s made a world of difference. Plus, when your business is all about gentle living and care, it’s a pretty good reminder to extend the same to yourself, too.
