On Wednesday 17 September 2025, Cupcake Babies reported that the company had won the “Best Baby Bath Tub 2025” award from the Baby Innovation Awards for its inflatable baby bathtub; the brand was founded by Belgian mother of three Alexandra Kerckhof, who lived in Luxembourg for fifteen years.
The company also received the “Baby Safety Ambassador” award earlier this month from the American non-profit organisation Baby Safety Alliance (JPMA).
The award-winning product is “the Cupcake Babies small bath, designed for newborns up to one year.” According to the company, “this innovative bath utilises inflatable vertical tubes to create a comfortable and supportive platform that fits in any standard sink, offering a lightweight and compact alternative to traditional baby baths.” Alexandra Kerckhof developed the product after her own post-C-section discomfort and a perceived lack of ergonomic bathing options, drawing on her background in marketing, childcare knowledge and midwife feedback.
Founder and creator Mrs Kerckhof described herself as “delighted with these special awards.” During her time in Luxembourg, she first gained recognition as the author of the parenting book Quoi de 9?, which remains well regarded. In 2015, shortly after launching the inflatable Cupcake Babies bath, she became the first woman to win the ‘Creative Young Entrepreneur Luxembourg’ award. That same year, she also won the ‘Grand Prix Univers hygiène’ des Influenceurs Parole de Mamans in Paris.
Looking ahead, Cupcake Babies is continuing to grow its international footprint. The company has already established distributors in Latin America and recently obtained a United States patent for its bath design. The product is also being introduced in neonatal and maternity wards, with units in use in Andalusia (Spain), and is available through pharmacies and baby shops in parts of Southern Europe.
