L'ovedbaby was founded by mother Sharon Oved after she became pregnant with her first child, Arielle. During her pregnancy, she received the unfortunate news that her mother was diagnosed with breast cancer. Sharon did her research and became dedicated to breastfeeding all of her children until they were one year old, learning about the benefits of breastfeeding for both mother and baby. However, she found it difficult to breastfeed in public, hence the creation of L'ovedbaby nursing covers. From there, the brand expanded into apparel, pajamas, and accessories. Today, they are committed to giving workers a fair pay and safe place to work. L'ovedbaby merchandise is always created with your little ones in mind, which means they use organic cotton, do not have PVC in their packaging, and are careful to use dyes that are Azo-free.