Eric Devericks was a professional cartoonist. Brian Pond designed golf putters. David Morelock loved to surf. And Tom Morris was a proud geek. The four friends couldn’t have been more different. But they all had one thing in common: They were dads — and they prided themselves on being good ones.

Change a diaper? No sweat. Soothe a screaming newborn? Right away. Pull a splinter? Kiss a boo-boo? Laugh at really bad knock-knock jokes? Of course. But there was another thing they had in common — experience with a chore that really shouldn’t be a chore. “When your baby’s so soapy and slippery and squirmy and when you’re trying to bend over a tub or keep them in place in the sink — frankly, it just takes a lot of the enjoyment out of a moment that should be such a great time,” Morelock said.

Together, the four fathers co-founded the new company. And after more than a year of hard work, they rolled out their first product: Blooming Bath. The flower-shaped bath pillow conforms to the shape of any sink — and keeps those little wiggle worms right where they belong. It’s durable, easy to clean and unbelievably adorable.