A BLW founder grew the audience before she launched the product, and five years later that trust is turning into $1M MRR.
A baby devouring a ribeye steak with both hands is not what most people expect from a brand account.
That video reached 2.4M views, and it is one of hundreds like it that helped a baby-led weaning app cross $1M MRR this month. The app now sits at #49 in Education in the U.S. and ranks in the Top 100 across 50 countries.
Solid Starts helps parents introduce food to babies safely through baby-led weaning. More than 6 million parents have used it.
Jenny Best, the founder, did not come from tech.
After years in food and agriculture nonprofits and becoming a mother herself, she ran into the same wall most new parents hit: her son refused to be spoon-fed.
She found baby-led weaning, realized almost no one was making it accessible, and in 2019 started posting educational BLW content on Instagram. There was no app yet, just answers to questions parents were already asking.
The app came later, in May 2021. By then, the audience was already there.
Today, Solid Starts has 4.2M Instagram followers and another 350K on TikTok, with more than 1 billion views across both platforms.
The content sits between two lanes: evidence-based education and highly watchable baby reactions.
On one side, there are posts like "4 Tips for When Toddlers Throw Food," which reached 11.5M views.
On the other, there are reaction clips like "My daughter tried ice cream for the first time and this was her reaction," which reached 13.7M.
That mix is what made the content spread.
The reaction clips answer a parent’s fear in seconds, and the educational posts give them the confidence to act on what they just watched. That combination is what a billion views looks like when it builds slowly.
Baby-led weaning sits inside parental anxiety, and Solid Starts spent years becoming the account people trusted before it ever asked them to download anything. In this category, trust came first and the conversion followed.