2025 felt less like a year and more like a whirlwind. This year marks a decade of Parasol — ten years of dreaming, testing, failing, rebuilding, and pouring my heart and soul into this company I love. The time has flown, but this year, more than any other, I’m still figuring out how January turned into December so quickly.
I’ve shared my story: I’m a single mom and a first-generation immigrant from Taiwan. I was driven to create a truly gentle diaper for sensitive skin. It was never simple. I chased that vision across 26 countries and changed manufacturers five times before 2024, the year we finally found a team that matched our passion for the next era of hygiene products.
The Year of Impossible Velocity
After years of learning, listening, and persevering, our entire world shifted in 2024 when we launched in Target. Once we connected with parents in-store, Parasol moved faster than it ever had before. If I had to choose a single word to define 2025, it would be velocity.
Our numbers broke every record. We went from hopeful to being stocked in nearly 1,000 Target stores nationwide. But on a human level, the demand it took to get us here almost feels like a joke. Seven trips to Asia, five trips to Minneapolis for key Target meetings, four trips to the East Coast, two trips to Europe with my kids — and, for good measure, selling my house and moving into a rental. It was one of those seasons where everything needs you at once, and nothing waits.
How did all of this happen in a single year? I don’t have a good answer. I only know that this season has demanded more than I ever thought I could give. Every day, I wake with the same passion: there is still so much to build. With technology accelerating the pace of life every day, slowing down felt almost impossible.
What Held the Center?
In the middle of the whirlwind, I learned that the most important lessons aren’t found in a boardroom or a spreadsheet. When everything feels loud and fast, it’s easy to lose sight of the simplest truths. The real success of 2025 wasn’t breaking records — it was finding my center and remembering these anchors that I don’t always have time to name, show, or share.:
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Gratitude for the Grind: I appreciate that we can actually work, provide financially for our families, and keep the lights on.
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The Power of Proximity: Prioritizing time to stay close to the people who matter most.
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Partnership over Perfection: Being a solid, responsible brand to Target and being fully present for the parents and babies we serve.
We are messy. We are imperfect. And we are definitely not robots or machines built to run nonstop. We have heartbeats, and that’s why we understand the emotions behind the choices parents make every day.
This year taught me it’s not about believing we know the answers; it’s about listening intently. That shared human perspective is the only thing that shapes our work and continues to guide our journey forward.
My Five Habits for Just Surviving
When the pace gets impossible, we need survival tactics, not a detailed strategy. These are the few habits that kept me grounded, sane, and sometimes just functional enough to get on the next plane:
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The 20-Minute Pause: The day can’t start until I meditate for at least 20 minutes. It buys me clarity and calm that I get back many times over.
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Movement Mandate: Walking Pepper (my lovely 13-year-old mixed terrier) or grabbing a quick hike each day. If I move, I can think. Plus, drink lots of water.
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Solution Goggles: When something goes wrong, I focus on the solution rather than replaying the problem that caused the headache.
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Intentional Input: I strive to read and listen attentively, whether it’s a book, the news, or a meeting. It’s amazing what you miss when you’re half-present.
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Weekend Release: Spending time hanging out or just BS-ing with friends on the weekend. It’s the easiest way to reset the perspective.
And everything that’s out of my control, I’ve learned to let go.
Thank you for being part of the Parasol story. Here’s to an authentic, human, and wonderfully imperfect next decade!
Jessica Hung
CEO & Co-Founder