HackingRetail & ConsumerRetailVulnerability ExploitCustomer Data InvolvedIdentity (basic)Financial accountFinancial credentialsLowContained

Nuna Baby Essentials, Inc.

bd_7eee5014fe282a4d · schema v1 · pii pii-v1

Severity

Low

Discovered

Dec 6, 2024

Filed

Feb 21, 2025

To disclose

11 weeks

Affected

269state residents only

Linked

12 filings

Confidence

65%

Full breach record for Nuna Baby Essentials, Inc. →3 incidents on file

Nuna Baby Essentials, Inc. notified the Maryland Attorney General of a data event affecting 269 Maryland residents. Suspicious activity on the company's website payment platform between September 8 and December 6, 2024, led to the unauthorized access of names, billing addresses, and payment card details. Nuna removed unauthorized code and enhanced website protections.

J jump to incidentP pin to compareR raw source

Maryland clock⏱ MD AG >30d11 weeks discovery → filing

Incident timeline

undetected · 89 days

discovery → filing · 11 weeks / 77 days

Sep 8, 2024

Begins

Dec 6, 2024

Discovered

Feb 21, 2025

Filed

vs. sector median

+4 wks slower

This filing is one of 12 about the same incident.View merged incident

Linked disclosures

Why this link?

Regulatory filings (10) · sorted by filing gap

Montana State AGbd_0b7b92e6170b39702025-02-21Candidate
Washington State AGbd_2dd65c8ad427d0772025-02-21Verified
New Hampshire State AGbd_863f7030737ba6632025-02-21Verified
Indiana State AGbd_88ed36dc3d3a9acc2025-02-21Verified

Show 6 more filings ↓

Vermont State AGbd_b3eda8f7cf864f882025-02-21Verified
Massachusetts State AGbd_c2791cd2cdd9d9de2025-02-21Verified
Oregon State AGbd_c3eebdb216aeccb82025-02-21Verified
California State AGbd_d4c0418644cd41902025-02-21Verified
Nebraska State AGbd_dfe5c93c45bc4fc72025-02-21Verified
Maine State AGbd_efccb14d68a965e42025-02-21Verified

Showing first 10 of 11 linked disclosures.

Name: Mullen Coughlin LLC
norm: mullen coughlin

Name: Nuna Baby Essentials, Inc.
norm: nuna baby essentials
Domain: nunalife.com
Industry: Retail & Consumerllm

Discovered: Dec 6, 2024
Breach occurred: Sep 8, 2024 – Dec 6, 2024
Undetected for: 89 daysoccurrence → discovery
Materiality determined: Feb 21, 2025
Notification sent: Feb 21, 2025
Affected individuals: 269state-resident count only
Data types: Identity (basic)Financial accountFinancial credentials
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing ApplicationT1041 Exfiltration Over C2 Channel
Threat actor: ExternalFinancial
Regulator citations: Provided written notice of this incident to relevant state regulators
Initial access: exploit_public_facing

During the incident: Moved quickly to investigate and respond to the incident
Assessed the security of Nuna systems
Identified potentially affected individuals
Provided impacted individuals with guidance on how to better protect against identity theft and fraud
Providing written notice of this incident to relevant state regulators and to the three major credit reporting agencies, Equifax, Experian, and TransUnion
Changes made: Removing the unauthorized code
Reviewing and enhancing website protections, policies and procedures
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 11 weeks(77 days from discovery to filing)
Compliance flags: MD AG >30d
Discovery-date grounding: letter-groundedThe discovery date is the detection date narrated in the notification letter — the defensible tier.

Status: No extraction artifact recorded for this disclosure.

Filing propagation · 11 filings · 11 states

View merged incident ↗

Montana State AGFeb 21 · first

Washington State AGFeb 21 · first

New Hampshire State AGFeb 21 · first

Indiana State AGFeb 21 · first

Vermont State AGFeb 21 · first

Massachusetts State AGFeb 21 · first

Oregon State AGFeb 21 · first

California State AGFeb 21 · first

Nebraska State AGFeb 21 · first

Maine State AGFeb 21 · first

Maryland State AGFeb 21 · first · this page

Cascade drawn from the first 10 linked disclosures of 11 — the full spread may be wider.

Evidence ladder

Leak-site claim

Attacker assertion only. Establishes: claim date, group, alleged victim.

Press / market report

Unlocks: incident narrative, operational impact. Still no compliance clock.

State AG / regulator filingThis record

Unlocks: discovery date, data types, affected count, compliance clock.

SEC 8-K / victim statement

Unlocks: materiality, stated response, full audit trail. Ceiling removed.

Source URL: https://oag.maryland.gov/resources-info/SBN%20Documents/2025/ITU-376397.pdf
DisclosureLens links to the originating regulator URL — full filing bodies are not redistributed from public surfaces (§4.5).
Filed at: Feb 21, 2025
Raw hash: 0bd1f272c3b34f9872404c0858c5012f3b23118ec789390eae8ad96d5bddd5da

Linked disclosures

Regulatory filings (10) · sorted by filing gap

Reporting entityMullen Coughlin LLC

Victim entityNuna Baby Essentials, Inc.

Incidentdiscovered Dec 6, 2024

Stated responseMoved quickly to investigate and respond to the incident

ComplianceMD AG >30d

Extraction provenanceno artifact recorded

Source provenanceoag.maryland.gov