INSPIRED by her personal experience, Yvon Bock built a business to help new parents navigate parenthood. Established in 2015, mother and infant care brand Hegen has forged a reputation for its innovative products and solutions. The company’s core mission is to develop an ecosystem that advocates breastfeeding, protects the integrity of breastmilk, and simplifies the way mothers express, store and feed.

At the heart of Hegen’s success is its unique Press-to-Close, Twist-to-Open (PCTO) mechanism and the ‘Sqround’ shaped bottle – innovations that challenged the conventional designs prevalent in the industry.

These design choices, while initially challenging, have set new standards in the industry and exemplify Bock’s vision. “Our solutions help new mothers navigate their parenthood journey from pregnancy, baby and beyond. With our bottles, mums can express-store-feed in a single container,” says Bock.

Hegen’s products have resonated deeply with its target audience, enabling the company to expand into 24 markets globally, including Japan and the Middle East. It aims to enter another 11 markets in the medium term, as it moves closer towards its ambition of supporting 100 million mothers globally on their breastfeeding journeys. To fuel this ambitious growth, Hegen plans to expand its production capacity in Singapore and Malaysia by over tenfold by 2025.

To ensure that its offerings stay relevant, Hegen conducts extensive research through focus groups and home user tests to understand the needs of existing and potential customers. “We will always prioritise the needs of our customers as it is our starting point. We also remain close to the ground by speaking to promoters, retailers, and business partners to gather the ever-changing perspectives of our customers,” Bock explains.

Hegen also collaborates with healthcare providers to reach their target customers wherever they may be. For instance, it partners hospitals to provide support to postpartum mothers who want to breastfeed, and to encourage them to prolong their breastfeeding journey.

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Over the years, the company has garnered various accolades for its successes in product design and business. The firm’s Hegen PCTO All-Rounder Cup PPSU was awarded the prestigious Red Dot Award in 2023. Prior to this, the Hegen PCTO Feeding Bottles PPSU, Hegen PCTO Breast Milk Storage PPSU, and both the Hegen PCTO Manual and Electric Breast Pump were recognised by the Singapore Good Design Award (SG Mark) in 2018 and 2019.

Hegen was also ranked one of the fastest-growing companies in the Asia-Pacific by the Financial Times and The Straits Times. Most recently, Bock was named the EY Entrepreneur Of The Year 2023 in the Consumer Products category.

Finding opportunity in crisis

Like many businesses, Hegen was impacted by the Covid-19 pandemic. In response, Bock used the global crisis as an opportunity to further grow the brand by opening the 15,000-square-foot Hegen Experiential Centre. It is a walk-in retail centre, where consumers can experience the full range of Hegen products, as well as a well-equipped venue for the Hegen Lactation Centre to provide lactation consultations and hold antenatal classes.

“We adopted a mindset of ‘crisis investment’ during the pandemic, where we opted to see points of adversity as points of opportunities that can be leveraged to push the brand further,” says Bock.

With a return to pre-pandemic business conditions, the company is currently working to promote novel uses of its bottles, from ice cream containers to jewellery storage, through its “#MoreThanJustABottle” campaign. This initiative aims to not only highlight the product’s multi-functionality, but also engage with a wider audience beyond breastfeeding mothers.

“By raising awareness among a younger demographic and engaging individuals who are not yet parents, Hegen seeks to create an inclusive environment where everyone can appreciate the exceptional features and benefits of our products,” says Bock.

Focus on sustainability

Sustainability is another pillar of Hegen’s core mission. To this end, the company uses Polyphenylsulfone, more commonly known as PPSU, for its bottles, allowing them to be repurposed for other functions alongside Hegen accessories that are interchangeable within the ecosystem.

“Hegen weaves our commitment to a greener planet into every innovation, embodying sustainability through our solutions which emphasise longevity, durability, and eco-friendliness,” says Bock.

Beyond her entrepreneurial activities, Bock is also an International Board Certified Lactation Consultant (IBCLC). Her passion to serve this community is also reflected by her membership in the Alliance for Action to Strengthen Marriages and Family Relationships (AFAM), an organisation under the Ministry of Social and Family Development that supports families at different stages of life.

Looking ahead, the entrepreneur is determined to continue on her mission to offer mothers worldwide a superior breastfeeding and parenting experience. “I want to create a more holistic Hegen experience, and provide working mothers with solutions that combine both form and function, enabling them to better balance their own career aspirations and style, alongside parental responsibilities.”