Hideshi Hino's is one of those artists who you classify as being 'an acquired taste', which makes it quite difficult to describe the appeal of his work. His style is exaggerated, possibly cartoonish for some, ugly for others, but Hell Baby is a good example of Hino at his most stark and dramatic.
It's hard to say just what kind of message Hino is trying to send, but for me its darkly satirical method and pulpy vibe should be taken only at face value as pure entertainment. It's a wrong'un to be sure, but those made of sterner stuff (and possessing a twisted sense of humour) would do well to chance it.
Converts would do well to venture elsewhere into the Hino Horror series. 14 volumes emerged before it got cancelled, and they vary in quality vastly, but for an artist who's relatively unknown in the western (at least to most manga fans) there's a pretty decent amount of English material out there.