Sometimes the most meaningful businesses begin quietly. Not with a grand plan, but with a mother searching for something gentler for her child.
In this open conversation, Purebaby founder Mirabai Winford sits down with Kirsty, founder of BEETL skincare, to reflect on the shared beginnings that shaped their brands. From navigating motherhood alongside business, to staying grounded in values as their companies grew, this Q&A is an honest look at building with purpose, care and intention.
Origins & Inspiration
Q. Can you each share the story of how Purebaby and BEETL began and how your children’s eczema journeys inspired these paths?
Mirabai: When my first child was born, I was looking for clothing made from natural fibres that would be gentle on her skin. There were very few options in Australia that offered organic, well-designed babywear at the time, so I decided to create it myself. My daughter had eczema, and I became deeply aware of how delicate a baby’s skin is and how fabrics and chemicals can affect comfort. I wanted breathable, natural fabrics that would help her regulate her temperature and avoid irritation. That awareness shaped Purebaby from day one.
Kirsty: I grew up surrounded by my mother’s herbal formulations. She’s a doctor and a herbalist, and for over 30 years she made healing creams for our family. When my daughter Tilly was born with very sensitive skin, I found myself searching for something as gentle and effective as what my mum once made for us. That memory sparked BEETL. I wanted to create simple, nurturing skincare that felt like a mother’s touch. BEETL became skin armour for sensitive skin, made to support babies and families like ours.
Early Challenges & Staying True to Your ‘Why’
Q. What were the biggest challenges in those early days, and how did your personal ‘why’ keep you going?
Mirabai: Educating people was one of the biggest challenges. Organic baby clothing was still very new, and I was juggling a newborn, studying and building a business all at once. Establishing a supply chain that met our values was another hurdle, sourcing organic cotton, working with ethical factories, maintaining quality. When things felt hard, I always returned to my ‘why’. Wanting something safe and beautiful for my child kept me persistent.
Kirsty: Time was my biggest challenge. I was balancing a demanding corporate role, a new baby and a growing vision I couldn’t ignore. Every detail mattered, from formulations to packaging. My ‘why’ was always clear. I wanted something truly trustworthy for my daughter. That belief carried me through sleepless nights and long days. When my co-owner Tessa joined, having someone who shared those values made all the difference.
Moments That Made It All Worthwhile
Q. Looking back, when did you realise you were really making a difference for families like yours?
Mirabai: When parents started telling us how relieved they were to find clothing that felt soft, safe and thoughtfully designed, that was incredibly meaningful. It showed we weren’t just offering garments, but helping shift attitudes. Creating practical innovations like our zip growsuit, or running some of the first nesting workshops for parents, reminded me how small, thoughtful changes can truly support families.
Kirsty: The first message from a mother saying BEETL helped calm her baby’s eczema was everything. Now we receive messages and photos from families every day. Knowing something created from such a personal place is helping others never gets old.
Entrepreneurial Learnings
Q. How has building brands from personal experience shaped the way you make decisions today?
Mirabai: Purebaby has always been guided by empathy. We ask ourselves if something is good for children’s skin, good for the planet, and genuinely helpful for parents. That foundation keeps us grounded.
Kirsty: Every decision begins with one question: would I use this on my own child? That lens keeps BEETL honest and aligned as we grow.
Women, Leadership & Workplace Culture
Q. What does empowering women look like within your businesses?
Mirabai: Empowerment means flexibility, trust and recognising the many hats women wear. We create space for parents, encourage leadership from within, and support our team as whole people.
Kirsty: For us, leadership should feel human. We prioritise empathy and trust, and we understand that family life and work life don’t exist separately.
Organic Living & Shared Values
Q. What does living organically mean to you beyond a product label?
Mirabai: Living organically is about awareness and intention. It’s choosing with care, for our bodies, our environment and future generations. It’s not about perfection, but consistency.
Kirsty: To me, it’s about living gently and in rhythm with nature. Slowing down, choosing simplicity and valuing everyday rituals.
Grounded & Present
Q. How do you stay grounded amidst the busyness of motherhood and business?
Mirabai: I create rhythms. Quiet mornings, time outdoors, family dinners and allowing space for rest all help me stay balanced.
Kirsty: I remind myself that this is a busy season of life, and that’s okay. Small moments, like walking with my girls or watching the sunset, keep me steady.
Final Reflections
Q. What brings you the most joy right now?
Mirabai: Seeing our brand connect with families in meaningful ways, and watching my children grow, brings me the greatest fulfilment.
Kirsty: Knowing BEETL has become part of families’ everyday rituals, and having more time to be present with my children, feels like everything has come full circle.
A Shared Philosophy, Extended
This conversation felt like a natural meeting of minds. At Purebaby, we’ve always believed that caring for babies and families goes beyond clothing alone. It’s about supporting gentle, thoughtful choices wherever we can.
That shared philosophy is why we’re proud to now stock a selection of BEETL skincare on our website. Carefully chosen to align with our values of simplicity, care and consideration for sensitive skin, these products are an extension of the same intention that has guided Purebaby from the very beginning.
Discover More
Explore more thoughtful stories, education pieces and parenting resources in the Purebaby Journal, or learn more about the values that guide everything we do on our About Us page.
