As Singapore gears up to celebrate its 60th birthday, homegrown brand Hegen is marking a milestone of its own, 10 transformative years of reimagining feeding solutions and growing with families around the world.
What started as one mother’s mission to address the problems faced as a breastfeeding working mum has grown into a global ecosystem that now supports families in 26 international markets. Hegen’s journey is rooted in innovation, empathy, and a deep understanding of the realities of parenthood – a story of Singaporean resilience with global relevance.
With each innovation and milestone, Hegen moves closer to its mission of empowering 100 million mothers around the world, continually inspired by the care parents pour into raising their children.
“Whether you have used our bottle, attended our Flegen classes, or simply found encouragement through our community, every mother is part of the Hegen story,” says Yvon Bock, Hegen Founder and Chief Executive Officer. “Our 10th anniversary is a celebration of progress and a renewed commitment to empowering even more mothers in the years to come.”
A Decade of Innovation and Impact
Founded by Yvon Bock, a mother of four who experienced firsthand the joys and challenges of breastfeeding, Hegen was born from a deeply personal mission to create feeding solutions that truly support and uplift mothers. With innovations that combines fashion with function, here are the key milestones that define the brand’s first decade:
2015: A Homegrown Beginning
- After more than 200 failed prototypes, Hegen launched its iconic PCTO™ feeding bottle in Singapore.
- Early customer support fuelled rapid expansion into neighbouring markets, including Indonesia and the Philippines.
2016 - 2019: Building a Support Ecosystem
Hegen’s Founder & CEO, Yvon Bock, at T-Mall’s 11:11 Global Shopping Festival
- Debuted the ultra-durable, high-performance PPSU (polyphenylsulfone) bottle.
- Added Manual and Electric Breast Pumps to complete the Hegen Express-Store-Feed™ system.
- Became the first Singaporean brand featured in Alibaba’s TMall 11:11 Global Shopping Festival.
- Expanded beyond Asia into Europe and the United States.
2020: Standing with parents through unprecedented times
- Engaged over 1,000 participants through the Global Hegen Cherish Nature’s Gift™ Online Seminars, a virtual antenatal class for mothers.
- Initiated Hegen Cares, donating 1,000 breastfeeding kits to pregnant frontline healthcare workers in Singapore.
2021 – 2022: Creating spaces for connection and growth
- Officially opened the Hegen Experiential Centre (HEC) as a community space for parents
- Established Flegen (formerly known as Hegen Lactation Centre) to offer antenatal, lactation, and parental support.
- Expanded into toddler feeding with the Hegen PCTO™ Straw Cup and All-Rounder Cup, continuing to grow with the child.
- Introduced Hegen By Me, allowing families to customise and personalise bottles to reflect their unique journeys.
2023 – 2024: Making milestones meaningful
Hegen By Me’s first coloured prints, The Island Friends
- Debuted Hegen By Me’s first coloured prints offering more ways to further personalise Hegen bottles.
- Launched the Hegen Mealtime Collection to support weaning with multifunctional feeding products.
- Collaborated with Commune to debut the Commune x Hegen nursery furniture line, extending our support into the modern nursery space.
2025: A new era with Flegen & The Hegen Foundation
- Rebranded the Hegen Lactation Centre to Flegen, completing the old German idiom “hegen und pflegen” (“to care and nurture”).
- Flegen now supports families through six interconnected pillars, offering antenatal education, lactation and nutrition guidance, postnatal recovery, sleep support for babies and parents, enrichment for both parent and child, and a nurturing community.
- Set to launch The Hegen Foundation, the brand’s way of giving back in a more purposeful and enduring way, starting with scholarships and bursaries in Singapore to support women, children, and education.
More Than Just a Bottle: A Tribute to Parenthood
While Hegen’s purpose-led innovations have earned international acclaim – including the Japan Good Design Award and Kind + Jugend Innovation Award – its greatest achievement remains the trust of families.
“This anniversary is a celebration of the quiet strength of parents — the 3am feeds, the small sacrifices, the way they keep showing up, day after day, with unwavering love,” says Bock. “Their devotion inspires everything we do. They are, and will always be, the heartbeat of Hegen’s story.”
Hegen has also received numerous consumer-voted recognitions – such as Parents World Best of the Best (4 years running) and HoneyKids Love Local Awards – underscoring its place in the hearts of real families.
Business accolades, including listings in the Financial Times High-Growth Companies Asia-Pacific (2022) and Enterprise 50 (2023), further reflect its commitment to sustainable growth and innovation.
These awards are not just wins for the brand, they are a reflection of the community that continues to believe in and grow with Hegen.
Celebrating a Decade of Growing Together
To commemorate this milestone, Hegen is inviting families around the world to share how the brand has supported them in going #AboveandBeyondWithHegen – from late night bottle feeds to workday pump sessions – through an international giveaway on Instagram.
Three lucky winners will receive a limited-edition 10th Anniversary Hegen PCTO™ 450ml/15oz Lifestyle Bottle in Emerald Green Drinking Spout, complete with a personalised engraving.
How to enter:
- Instagram Story = 1 entry
-
Instagram Post = 3 entries (higher chance to win!)
Use the hashtag: #AboveandBeyondWithHegen
Join Us in Our Celebrations
Hegen is also hosting a week-long celebration at Motherswork, Great World City, Singapore from 21–27 July 2025, featuring an interactive sure-win claw machine activation and exclusive gifts.
📍 Motherswork, Great World City, #02-118
📅 21–27 July 2025
🎁 Limited Edition phone grips and keychains in adorable Hegen by Me prints
ABOUT HEGEN
To enhance and create a positive breastfeeding journey for parents, Hegen was established in Singapore in 2015 by its Founder and CEO, Yvon Bock, whose vision was to modernise a feeding system that advocates breastfeeding, protects the integrity of breastmilk, and simplifies the way mothers express, store and feed.
As a global brand thoughtfully designed by a mother for mothers, Hegen champions sustainability through innovative, practical and high-quality breastfeeding products that can be easily converted and repurposed to meet the evolving needs of a child, hence extending the lifespan to beyond a bottle. Our iconic ergonomically-shaped Hegen Sqround (square-round) bottles are modular, multi-functional and designed with our patented Press-to-Close, Twist-to-Open™ no-screw-thread closure for easy handling – which in turn improves the lives of our customers.
Hegen’s commitment goes beyond creating products. Flegen (formerly known as HLC Hegen Lactation Centre) represents our brand’s core value as we strive to provide a holistic experience for our community through education, full lactation consultations and training services, so as to encourage breastfeeding and guide every mum on their unique nursing journey.
Hegen is currently available in 26 international markets: Australia, Bahrain, Belgium, Brunei, Cambodia, Canada, China, Hong Kong SAR, Indonesia, Israel, Japan, Kuwait, Malaysia, Myanmar, The Netherlands, Oman, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Taiwan ROC, Thailand, United Arab Emirates, United States, Vietnam.
For more information, please visit www.hegen.com or contact:
Ms Alison Ong
Assistant Manager, Consumer Strategy & Consumer Engagement (Marketing)
E: alison.ong@hegen.com
P: +65 6978 9013
