HackingRetail & ConsumerRetailStolen CredentialsCustomer Data InvolvedIdentity (basic)Financial accountLowContained

Nuna Baby Essentials, Inc.

bd_dfe5c93c45bc4fc7 · schema v1 · pii pii-v2

Severity

Low

Discovered

Dec 6, 2024

Filed

Feb 21, 2025

To disclose

—

Affected

66state residents only

Linked

12 filings

Confidence

66%

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

Nuna Baby Essentials, Inc. reported a data event in Nebraska involving unauthorized access to its website payment platform. Between September 8, 2024, and December 6, 2024, customer data including names, billing addresses, and payment card details (number, expiration, security code) were potentially accessed. Nuna discovered the suspicious activity on December 6, 2024, secured the site, and notified 66 Nebraska residents on February 21, 2025. Response included removing unauthorized code and enhancing website protections.

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Incident timeline

undetected · 89 days

Sep 8, 2024

Begins

Dec 6, 2024

Discovered

Feb 21, 2025

Filed

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
Maryland State AGbd_7eee5014fe282a4d2025-02-21Verified
New Hampshire State AGbd_863f7030737ba6632025-02-21Verified

Show 6 more filings ↓

Indiana State AGbd_88ed36dc3d3a9acc2025-02-21Verified
Vermont State AGbd_b3eda8f7cf864f882025-02-21Verified
Massachusetts State AGbd_c2791cd2cdd9d9de2025-02-21Verified
Oregon State AGbd_c3eebdb216aeccb82025-02-21Verified
California State AGbd_d4c0418644cd41902025-02-21Verified
Maine State AGbd_efccb14d68a965e42025-02-21Verified

Showing first 10 of 11 linked disclosures.

Name: Nuna Baby Essentials, Inc.
norm: nuna baby essentials
Domain: nunalife.com

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: —
Notification sent: Feb 21, 2025
Affected individuals: 66state-resident count only
Data types: Identity (basic)Financial account
Attack vector: Unauthorized Access
MITRE ATT&CK: T1190 Exploit Public-Facing Application
Threat actor: ExternalFinancial
Regulator citations: providing written notice of this incident to relevant state regulators
Initial access: exploit_public_facing

During the incident: Took steps to secure the website
Began an investigation
Reviewed the affected data
Removing the unauthorized code
Reviewing and enhancing website protections, policies and procedures
Providing 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
Changes made: Reviewing and enhancing website protections, policies and procedures to reduce the likelihood of a similar event in the future
Implementing additional safeguards
Source: Quoted from the filing itself, not independently verified.

Compliance flags: — (clock not assessable for this source)

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

Maryland 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

Maine State AGFeb 21 · first

Nebraska 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://nebraska.gov/ago/data-breach/documents/Nuna Baby Essentials, Inc. - Notice of Data Event - NE.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: 8a43493478abc519f69569696cdd1bff5c733ce5fa5247229ac63f6afda167ec

Linked disclosures

Regulatory filings (10) · sorted by filing gap

Reporting entityNuna Baby Essentials, Inc.

Victim entityNuna Baby Essentials, Inc.

Incidentdiscovered Dec 6, 2024

Stated responseTook steps to secure the website

Complianceclock not assessable

Extraction provenanceno artifact recorded

Source provenancenebraska.gov