Shushiie Spotlighted by Business Insider

There are moments in a small brand’s journey that feel a little surreal. Seeing Shushiie featured by Business Insider was one of them.

Business Insider covered the global launch of Shushiie in a piece that highlighted how parents are turning to calmer, simpler tools to support their baby’s sleep. For an independent brand created by a mum who just wanted her baby to rest, this kind of recognition means a lot.

What Business Insider highlighted

The article pulled out the part of our story that matters most. Parents are exhausted and juggling far too much. Traditional sound machines rely on a single track. Apps need your phone. Toys are often too bright and overstimulating.

Business Insider focused on the way Shushiie brings together the sounds parents already use.

• Shush to settle.
• Lullabies to calm.
• White noise to keep babies asleep longer.

The feature also mentioned our early award, Best Baby Sleep Aid 2025, which still feels incredible to say out loud. It is a reminder that simple ideas, created out of real life and real sleep deprivation, can grow into something meaningful.

Why this coverage matters

Business Insider reaches parents who care about design, science, and the practical side of family life. This mention helps us gets us a little closer to reaching families who may have been searching for something gentler and more intuitive at bedtime. It also helps us build the credibility we need as an emerging brand with big ambitions.

A small team with a big mission

Shushiie began as a sketch made by a tired mum who wanted to replace three devices with one quiet little sound machine that would actually work. Seeing major publications pick up that story is both grounding and energising.

Thank you to our early supporters, to parents who trusted a new brand, and to Business Insider for sharing the next chapter of our journey.

You can read the original feature here.