Smilo is the new direct-to-consumer brand for essential baby products lovingly perfected by doctors, scientists, and engineers. Founded by Brian Thornfeldt, Joshua Wiesman, and Keith Tritschler in 2016, Smilo is backed by investors that include Blue Scorpion Investments, Brand Foundry Ventures, Joyance Partners, Norwest Venture Partners, and Vaizra Investments and is headquartered in Wayland.