Hugimals: A Wellness Side Hustle Turned Full-Time Business Success Story

The wellness industry has been booming in recent years, with more people seeking products and services that promote physical and mental well-being. One entrepreneur who has capitalized on this trend is the founder of Hugimals, a weighted stuffed animal brand that has seen remarkable success since its launch. In this article, we'll explore the story behind Hugimals, the factors that contributed to its growth, and why it's an inspiring example of turning a wellness side hustle into a full-time business.



The founder of Hugimals, a former journalist and editor, had a personal mission to create a product that would provide comfort and support to those struggling with mental health challenges. As a pre-teen grappling with anxiety and depression, she turned to magazines for information and validation, which helped her feel less alone. This experience fueled her desire to create a product that would offer the same sense of comfort and support to others. Her struggle with sleep issues due to anxiety led her to try a weighted blanket, which was too hot and bulky. This prompted her to envision a smaller, more portable weighted stuffed animal that could provide the same calming effect without the drawbacks of a blanket.



The founder's background in journalism and editing played a crucial role in the success of Hugimals. Her extensive network and experience in the media landscape helped her secure media coverage for the brand, resulting in features in prominent publications and holiday gift guides. Additionally, her understanding of her target audience and ability to craft compelling stories around the Hugimals brand helped build an emotional connection with customers.

One of the key factors that contributed to Hugimals' success was the founder's ability to leverage social media and personal connections to gain initial traction and media attention. She wrote personal notes to all her contacts, including editors at outlets where she didn't know anyone, to pitch her brand. This approach helped her tap into her existing network and create awareness about Hugimals. On her social media platforms, she announced her business launch to everyone she knew and asked them to share the news, which helped her reach a broader audience and generate buzz around her product.

Another important factor was the founder's commitment to creating a high-quality, beautifully designed product that catered to the needs of her target audience. She worked with a team of occupational therapists, psychologists, and product designers to optimize the product's stress-relieving benefits. The Hugimals were designed in calming colors with a sweet, neutral facial expression to avoid appearing judgmental or aggressive. This attention to detail and commitment to quality helped Hugimals stand out in the market and attract customers seeking a premium product.

The founder's initial goal was to license the Hugimals idea, which she did in 2020 with the help of an early mentor and licensing agent. However, the company she licensed to was later bought by a media company that didn't produce physical products, leading to a problem with inventory. The founder had to use her savings to buy back, ship, and store over 10,000 units of Hugimals inventory. Around the same time, she received positive feedback from a pilot program with a nonprofit, where Hugimals had helped calm stressed patients within minutes in children's hospitals across the country. This validation, along with the need to manage her inventory, influenced her decision to leave her full-time job and launch Hugimals World in the summer of 2022. She relied on her savings, freelance journalism work, and existing inventory to start the business.

In its first full year, Hugimals saw about $1.4 million in sales, with products ranging from $11 to $88. The company is on track to continue growing, expanding into new markets such as Canada, the U.K., France, Sweden, and Denmark. The founder's ability to identify a gap in the market, create a high-quality product, and effectively market it has resulted in a successful wellness side hustle that has become a full-time business.

Key Takeaways:
Hugimals is an inspiring example of turning a wellness side hustle into a full-time business. The founder's personal experience with mental health challenges, background in journalism and editing, and commitment to creating a high-quality product have all contributed to the brand's success. By leveraging social media, personal connections, and a deep understanding of her target audience, the founder has been able to build a thriving business that addresses the growing demand for mental health products and services.