Mission: simple, breathable, comfortable.

Throughout my pregnancy I had this beautiful vision of what my life as a Mom would be like. I just couldn’t wait for ‘the hard part to be over’ so we could begin our journey as a little family of 3.

I’d be a stylish work-at-home mom with my totally blissed out little bundle of joy sleeping peacefully right beside me. I’d kiss those chubby cheeks all day long and meet up with friends for a quick coffee while he slept peacefully next to us in his pram. Dreamy sigh while I scrolled through my Pinterest feed of my soon to be life…

And then he arrived. #realitycheck

I very quickly came to realise that my beautiful vision was not becoming my reality. Those first 12 weeks were seriously challenging. If he wasn’t in my arms constantly, there were tears. And an equal amount of those tears were my own.

New mom + stretchy wrap = ingle angle silver bangle disaster. I eventually got the hang of it, in fact I became quite the pro, but with all that fabric wrapped around us during the hot Cape Town summer, we were both overheating, and unfortunately ‘on me’ was the only place he would sleep. After trying out numerous other baby carriers and having problems with the wide heavily padded waistbands hurting my c-section scar, I decided it was time to design my own.

My goal was to create an easy to use, breathable and comfortable carrier that could be used from the newborn days onwards. The one thing I really liked about my stretchy wrap, was how the shoulder straps criss-crossed at the back and distributed the weight nice and evenly around my shoulders, it was definitely the most comfortable for both of us, but I didn’t enjoy that I had to have 4 metres of fabric wrapped around us to achieve this. After many different prototypes and assuring my design team time and time again that; “okay, I swear this is the one!” – I finally managed to design my dream baby carrier.

First selfie in our carrier :)

With my baby comfortably asleep on my chest, I could finally have somewhat of a productive day, or even a chilled evening out with friends. Bliss!

Becoming a Mom is the start of a beautiful yet challenging journey and we’d love to be there with you to help you find your balance and step out into the world again.


Shannon McLaughlin
Founder & Product Designer


Meet the UB team

Shannon McLaughlin

Founder & Product Designer

The idea to start Ubuntu Baba came from being a frustrated first time Mom who had no idea what she was doing! All I knew was that my baby needed me 24/7, and the only way to make that work for both of us was to have him on my body. It fills my heart with great joy to know that as you're reading these words, there are a whole lot of brand new mama's out there, keeping their tiny humans close in their UB carriers.

Megan Eadie

Operations Coordinator

Megan makes sure your orders get from our inbox to your front door as quickly and as beautifully as possible, and that they're sprinkled with magical sleepy dust in the process (yes we really do that!) Mama to 1 gorgeous little girl, she works from our factory in Retreat and also assists with 1-on-1 babywearing consultations and making sure you're 100% happy with your purchase.

Samantha Aitken

Certified Babywearing Educator

A qualified radiotherapist and mama to the sweetest baby girl, Sam was so helpful in our Facebook group that we thought, why not hire her? She has helped many a new Mom achieve the 'babywearing sleep coma' that we all strive for and has completed her babywearing instructors course in the UK, which is recognized by the British Association of Babywearing Instructors.

Heléne Brink

Creative Director

An amazing mama to three beautiful girls, Heléne has been with us from the very beginning, when Ubuntu Baba was still a twinkling little star in the sky. Her creative spirit is contagious and she brings so much good energy into everything she does. We are more than blessed to have Heléne and her in-depth advertising industry experience on our team.

Olivia Fox

In-house Photographer

Owner of My Tiny Teepee, I fell in love with Olivia's Instagram feed about as quickly as I fell in love with her after we met. If she isn't laughing, she's crying about how much she loves her 2 little boys and she is honestly the most stylish human I've ever met. Liv moves through life with joy and laughter and when behind the lens, she is able to capture the most special of moments.

Paul McLaughlin

Head of Manufacturing

My Dad is the man that took my idea of designing my own baby carrier and made it a reality (with lots of nagging from me!) With 40+ years of knowledge and experience in the textile and manufacturing industry, he runs the show at the factory and is involved with everything from creating the patterns to testing our products with his (very cute) grandson.

Proudly South African

Manufacturing team

Behind every great product, is a team of great people, and these are our people. As a 100% South African manufacturer, we focus on providing great value for money, functional design and lifetime durability. Each and every one of the baby carriers that leave the Ubuntu Baba factory floor have been meticulously inspected by our professional staff so you can be rest assured you’re investing in only the finest quality product.