Clean baby formula has arrived. 

Nara Organics on Tuesday will launch its clean baby formula in the U.S. direct-to-consumer to start, with plans to expand into retail. The brand’s Organic Infant Formula, $180 for four cans, which is developed in Germany, does not include palm oil, soy, corn syrup, maltodextrin or GMOs and is FDA-registered and USDA-certified organic. A starter bundle for two mini cans is available for $36.

To date the brand has raised $32 million from Nicky Hilton Rothschild, Sara and Erin Foster, Serena Williams, Mindy Grossman, Gina Rodriguez, Keleigh Teller, Karla Souza, AlleyCorp., Torch Capital, Corazon Ventures, BBG Ventures and GingerbreadCapital. Additionally, Nara Organics is backed by medical advisers, including board certified pediatricians Dr. Jessica Acker, Dr.Jessica Hippolyte and Dr. Payal Adhikari; OB-GYNs Dr. Rachel Bervell and Dr. Latisha Moreta; pediatric nutritionist Nicole Silber, and neonatal nurse and sleep expert Cara Dumaplin.

Nara Organics was founded by Esther Hallam, also chief executive officer, seven years ago, shortly after having her daughter Nara, whom the brand is named after. Hallam also founded the Nara Baby + Mom Tracker app, which has had more than 1 million users to date.

“It really goes back to my first day home from the hospital. I had never intended to formula feed. I was nursing Nara, and I was in tears because it was so painful,” Hallam said. “Not one person told me about how challenging breastfeeding could be and that I might not breastfeed. I had to look for formula. I couldn’t find a single product that I felt good giving her. I would stay up and do my research and read all the ingredients.” 

Through her research, Hallam discovered that at the time the majority of formula in the U.S. featured additional ingredients like corn syrup, palm oil and soy. In order to give her daughter a clean alternative, Hallam resorted to purchasing formula from Europe that she discovered via a Facebook group. 

“I ordered European formula with random strangers on Facebook [in a bulk order] to feed to my daughter, and for two years, just felt really angry about that and didn’t understand why, in the United States, a first world country, I’m importing formula from another country,” she said. 

This experience kickstarted Hallam to start working on Nara Organics. Over the past seven years she has developed the brand’s clean formula, undergone a human baby clinical trial and completed the FDA regulatory process. In addition to what it doesn’t include, Nara Organics is further differentiated by the ingredients that it does formulate with. It includes the highest percentage of milk fat in a formula on the market in the U.S., milk fat globule membrane, prebiotics for gut health and immune support and DHA for brain development.

Hallam’s experience, while frustrating, is not unique, which ultimately led to investor interest from a number of celebrities, including Hilton Rothschild.

“I breastfed all three of my children, but eventually life got in the way, and I turned to formula, and I could not find anything in America,” Hilton Rothschild said. “Like Esther, I started buying baby formula in Europe because I just found it so much better.” 

She continued: “I was introduced to Esther by a mutual friend from L.A. who’s very into health and wellness.…I was just so impressed with her story that she has literally built this formula from scratch, done years of clinical trials and seven years later, she’s coming to market. It’s very exciting to be part of this innovative baby formula coming to market.” 

Since then Hilton Rothschild has been gifting Nara Organics to friends and family to test and has received overwhelmingly positive feedback.

“From the minute that I met Nicky, I was so impressed with her,” Hallam said. “She just genuinely understands consumers, moms of all kinds. Because she’s been part of our culture and just various communities for such a long time, she really does have a finger on the pulse for what it is that consumers want. I also found her to be incredibly savvy and a really smart business woman. As a thought partner, it’s just nice to have a sounding board as we prepare to go to market.”

In a statement, investor Erin Foster added: “As a new parent, you feel immense pressure to make sure you’re feeding your baby the best, and no matter how you choose to feed your baby, each and every parent deserves to feel confident in their feeding journey. For me, when I was ready to introduce formula for Noa, finding a product that was organic, clean and made with whole milk was paramount.”

To coincide with the launch, Nara Organics will be donating 1,400 cans of its formula to Good+ Foundation, a nonprofit that supports families experiencing poverty.