HackingRetail & ConsumerRetailVulnerability ExploitData ExfiltratedCustomer Data InvolvedIdentity (basic)Financial accountFinancial credentialsMediumContained

Nuna Baby Essentials, Inc.

bd_efccb14d68a965e4 · schema v1 · pii pii-v1

Severity

Medium

Discovered

Feb 3, 2025

Filed

Feb 21, 2025

To disclose

18 days

Affected · nationwide

16,67673 in this filing

Linked

12 filings

Confidence

65%

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

Nuna Baby Essentials, Inc. reported an external system breach (hacking) affecting 16,676 individuals, including 73 Maine residents. Unauthorized access occurred between September 8, 2024, and December 6, 2024, via its website payment platform. Data potentially accessed included names, billing addresses, and payment card details (number, expiration, security code). The breach was discovered on February 3, 2025, and notifications were sent on February 21, 2025.

J jump to incidentP pin to compareR raw source

Maine clockDiscovered Feb 3, 2025 → Filed with AG Feb 21, 202518d ✓ ME AG ≤30d18 days discovery → filing

⚠ AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.

Incident timeline

undetected · 148 days

discovery → filing · 18 days

Sep 8, 2024

Begins

Feb 3, 2025

Discovered

Feb 21, 2025

Filed

vs. sector median

5 wks faster

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
Nebraska State AGbd_dfe5c93c45bc4fc72025-02-21Verified

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: Feb 3, 2025
Breach occurred: Sep 8, 2024 – Dec 6, 2024
Undetected for: 148 daysoccurrence → discovery
Materiality determined: —
Notification sent: Feb 21, 2025
Affected individuals: 16,676state + nationwide
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: Notified regulatory authoritiesNotified consumer reporting agencies
Initial access: exploit_public_facing

During the incident: Removed the unauthorized code
Reviewing and enhancing website protections, policies and procedures
Changes made: Reviewing and enhancing website protections, policies and procedures
Source: Quoted from the filing itself, not independently verified.

Time to disclose: 18 days(18 days from discovery to filing)
Compliance flags: ME AG ≤30d · 18d
Discovery-date grounding: AG web formThe discovery date came from the AG web-form field, which is systematically later than the detection date stated in the letter. Treat the clock as indicative.
Clock breakdown: Statute Window Elapsed Threshold Status
Maine
Discovered: Feb 3, 2025
→ Filed with AG: Feb 21, 2025
18d 30 days ME AG ≤30d

Statute	Window	Elapsed	Threshold	Status
Maine	Discovered: Feb 3, 2025 → Filed with AG: Feb 21, 2025	18d	30 days	ME AG ≤30d

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

Nebraska State AGFeb 21 · first

Maine 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://www.maine.gov/agviewer/content/ag/985235c7-cb95-4be2-8792-a1252b4f8318/4de2d35c-9472-4c72-a05c-199f29bc7bff.html
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: 42d17b51d1a6d798266a5075c05c5273f8d389553da19c63e7118b1a13284ea3

Linked disclosures

Regulatory filings (10) · sorted by filing gap

Reporting entityNuna Baby Essentials, Inc.

Victim entityNuna Baby Essentials, Inc.

Incidentdiscovered Feb 3, 2025

Stated responseRemoved the unauthorized code

ComplianceME AG ≤30d

Extraction provenanceno artifact recorded

Source provenancewww.maine.gov