Interview with Hanna Nørager Andersen from Ease Your Baby
Hanna and I met in 2024, when we both had office space in the beautiful premises at Bredgade 45B in central Copenhagen. She is one of those people you immediately fall into conversation with – naturally, easily and without reservations. There is something wonderfully liberating, immediate and contagious optimism about Hanna's personality . A positive and curious being who – like myself – always has many ideas and balls in the air.
In addition to running the company Ease Your Baby with her childhood friend Mie, Hanna also co-hosts the podcast The Law of Attraction with Frederik R. Fuglsang. And if you haven't met Frederik yet, I highly recommend it – it's really worth listening to!
I love getting a little closer to the people I meet – asking the questions that go a step deeper. And I'm just as curious about their business: how they work, what they dream about, and what choices shape their company. That's a big part of my motivation for these portraits.
So thank you very much, Hanna, for inviting us into your universe.
Career & Entrepreneurship
What was your background before you became an entrepreneur?
I am a trained journalist and accountant and have a background from a law firm, have been a property administration manager, worked as a work environment mediator at Denmark's largest contractor and have been the editor of the finest little magazine that was free in the Metro – once.
Briefly describe what Ease Your Baby does and your role in the company as co-creator of the concept and business.
We create online courses with baby massage and knowledge so that parents are able to create well-being in their own babies. Quite simply. In addition, we hold physical courses where we talk in small, close groups about babies' physical well-being and provide individual sparring in plenary sessions on the babies, so that parents leave with concrete knowledge about their specific situation and how they can best work their way forward from where they are.
I have two small children and a journalistic background, but it is probably first and foremost as a mother that I have truly understood how much it means to feel welcomed and supported when your child is not feeling well in his or her little body. There you stand – tired, uncertain and with a baby in your arms – and long for just one thing: to be able to help.
With With Ease Your Baby I want to give parents the security and knowledge that I lacked myself in the beginning. That experience of being able to do something yourself. And yes – there is almost nothing more satisfying than standing at the changing table with an unhappy baby, and then – quite concretely – getting a proper fart massaged out. It may sound banal, but it feels like a victory. And the beautiful thing is that it requires nothing more than our own hands. We just need to know how to use them.
Today I'm sharing it via our Instagram - and I'm also so proud that we've started the Breastfeeding Brain Podcast - your front pocket in parenthood . Here we combine parenting stories, experiences and expertise. The guests in the studio are people who, in one way or another, know a lot about having a baby. So valuable for the listeners, I think.
I run the company together with my childhood friend Mie Lindholm, whom I have known for almost 35 years.
Do you have a personal motivation or experience that has influenced you to become independent, and with this particular concept?
“You can do it yourself – you just don’t know how.”
That's what my son's osteopath and childhood friend, Mie Lindholm, said to me the day I dropped my little boy off with a hard, distended stomach. He had been unwell for weeks. I had cycled his little legs, cuddled him, massaged him, and we had both sweated through all the well-meaning advice in the world. Nothing had worked.
And then Mie put her hands on his stomach. After less than five minutes – boom: hole through. I was both relieved and a little speechless. Because how could something so simple make such a big difference?
That day she taught me the exercise we have since dubbed the Big Fart . It has now become our signature in Ease Your Baby – and for good reason. Parents spend oceans of time and energy trying to get their babies to thrive. And while they’re at it, it makes sense to show them how to do it right – so they’re actually stimulating the gut where it works, instead of randomly pressing somewhere closer to the liver or kidney (and surprise: it doesn’t help).
Having helped create exactly what I was missing as a new mother – it is still one of the best feelings in my working life.
As an entrepreneur, are you good at taking time off – and what do you do to create breaks between everyday life and business?
We are two women who manage and run the company – and for us it is a goal to do holistic entrepreneurship. This means that there must be time for a walk in the forest both before and after office hours – and time for a sauna session in the middle of the day.
But of course we can get caught up and lose track – and just get caught up in the screen and rush around. Our goal, however, is to be whole people. Also in our families.
That's why we prioritize very strictly, we outsource (many of) the tasks that don't give us physical or mental energy - and it's a principle for me that I don't spend time thinking about things I can't do anything about.
A really good thing for me is that my business partner is also really good at reminding me that it's important to take time off. So when I get carried away by the to-do list, she lovingly pulls me back to our ideals – and then I throw away the list and go for a walk in the woods.
And guess what: No one died because I didn't achieve everything I had planned to achieve.
Do you have a person or experience that has had a particular impact on your entrepreneurial journey?
It's definitely Mie. Mie Lindholm Nielsen. We are childhood friends and business partners – and I couldn't do this with anyone else but her. I feel deeply grateful to be part of co-creating a universe around the expertise that Mie brings with her. We are good for each other, and we complement each other really well.
What's the best thing about your journey RIGHT NOW - and where do you see yourself in 5 years?
The best thing about this part of the journey is the willingness to change – something that is absolutely essential as an entrepreneur, where you constantly have to adapt to many external circumstances. I really thrive on that.
We are now at a place where we have created a valuable company with a solid foundation – where job satisfaction and space for life are integrated into a higher unity. It is important to me to wake up with joy and want to walk out the door.
I love being part of creating changes in the way we parent – a change where we as adults are co-creators of our children's well-being. We know that physical contact helps create a close bond with our babies, and in this way we also help create more presence – both now and in the future.
In five years, I want to be exactly where I am now – just more established and with even more experience.
Gender equality in career & working life
Have you experienced challenges, prejudices or special opportunities as a woman in your industry – either as a journalist or as an entrepreneur?
I really focus on the fact that it's not about making women more like men, but about acknowledging and appreciating the differences that exist - and creating a framework where both genders can thrive on their own terms.
And this is about taking a position on everything I do – in relation to how my company should be built and what it should be able to do. But also how it is managed.
Because we can easily fall into “business as usual” – and by that I mean doing what is culturally and structurally expected of us. Therefore, we must take a stand all the time – and that is a commitment that I fully embrace.
Challenges and development points
What do you want to get better at? And what is your next step towards it?
I think it's important. I believe we need more honest stories about entrepreneurship. Not just the ones where success stories are measured in quick ROI, bottom line growth, and investments within the first few years, but also the ones where development takes time and where the path looks different.
My next step is therefore to take even more responsibility for sharing my own journey.
I want to help show that you can be an entrepreneur, even if you have to temporarily take another job to make ends meet. That it doesn't mean you've failed – it just means you're taking the long view. And that a dream can survive, even if it's allowed to take its time. For me, it's about helping to create a broader and more sustainable narrative about what entrepreneurship can be.
Contribution to change
Name an area where you are passionate about making a difference and contributing to development or change - and why?
I am passionate about creating a real change in the way we meet parents – especially mothers – in early parenthood. Through With Ease Your Baby and the Breastfeeding Brain Podcast, I work to create what I myself lacked – a pocket in parenthood. A place where you can find knowledge, support and understanding before the crisis hits.
Too many mothers today are walking around with unresolved trauma from severe bouts of colic or the experience of being left alone with a small child who cries inconsolably. They may just be told: "Children cry" , and that leaves them with a traumatized body and psyche - and a feeling of failure from the system. I want to help change that.
My contribution is to create awareness, openness and space for the difficult stories. To normalize how complex it can be to become a parent – and at the same time provide concrete tools so that more people can feel supported and empowered, both before, during and after the crises.
Hymness favorite
Do you have a favorite product from Hymness – and what need does it meet for you?
Is there a particular color you are attracted to?
My favorites from Hymness are without a doubt the Tara Tote L and the Fjord sunglasses case. The Tara bag is a true everyday hero – I use it as a diaper bag, work bag and for outings with the kids. It is spacious enough to carry everything: water bottles, packed lunches, my laptop – and the included organizer module makes it easy to keep track of everything. It is a bag that combines practicality and aesthetics in a way that fits perfectly with my life as both a mother and an entrepreneur.
I've also really taken to the Fjord sunglasses case. It's simple and elegant, and it's replaced the boring, clunky cases I used to use. It feels like a little everyday luxury – an example of how even the smallest things can make a difference.
When it comes to colors, I'm generally drawn to warm, earthy hues. I absolutely love the green from Hymness , but also the classic black . They go with most things in my wardrobe and exude a simplicity that also reflects my own style and needs.
Recommendation
Do you have a podcast or book you would recommend – and why?
There is room for a little pineapple in my own juice here, because I am a regular guest co-host myself – but I would really recommend the podcast The Law of Attraction with Frederik Rehder Fuglsang. The podcast combines spirituality and personal development in a way that is both down-to-earth and actionable in everyday life. We consciously work to make the big concepts concrete and useful, so that they are not just airy thoughts, but something that you can actually integrate into your life.
It's one of the things I'm most proud to be a part of. Not least because we get so much touching feedback from listeners, and because every week we reach over 30,000 people who, in their own way, use our conversations to create change in their own lives. It makes it all worth it.
If you want to go even deeper, I can also highly recommend the book The Law of Attraction – Your Guide to a Successful Life . It provides concrete tools and insight into your own habits and patterns and creates a huge opportunity for personal development – both on the inner and outer levels.
Personal giveaway
Do you have a small habit or a simple everyday ritual where you prioritize a present moment of self-love and calm in everyday life – that you would like to share with the women reading?
“I believe in it.” I believe in myself, I believe that the good life exists, I believe that I am worth it. The way we talk to ourselves and the way we approach life has even greater power than we tend to believe.
In my opinion, everything starts in our minds. So let your dreams and ambitions start from a strong place – where you believe in it.
Curious to know more about Hanna, her partner Mie and their company:
Hanna Nørager Andersen LinkedIn Mie Lindholm LinkedIn
Ease Your Baby Website Instagram