While everyone cares for the baby, we take care of you.
For trying, for feeding, for healing.
Pre-book now and unlock 40% off across the range. The price goes up when we start shipping.
The six
One or two things for each stage, chosen because we couldn't find a good version here.
Pre-Pregnancy
Pregnancy Pillow
Sleep, back on the tableFull-body J-shape that supports bump, back and knees at once. Washable cover.
Pre-Pregnancy
Ovulation Test Kit
A clearer read on your windowStrips plus an app that logs and reads them, so you're comparing lines against yesterday's, not guessing.
Breastfeeding
Milk Alcohol Test Strips
One less thing to wonder aboutTest a drop of your milk and get a reading in two minutes. A screening aid, not a clearance.
Breastfeeding
Nipple Butter
For the first sore fortnightA 50g tube that spreads without dragging, and doesn't need wiping off before the next feed.
Breastfeeding
Breast Therapy Packs
Warm before, cold afterA pair of curved gel packs that work hot or cold, for let-down and for engorgement.
Postpartum
Postpartum Underwear
The first two weeks, handledHigh-waisted disposables, eight to a box. Sits above a caesarean scar and holds a pad in place.
Reserve at the founding price
40% off across the range, held until we ship. No payment now — leave your details and we'll write to you the week it's ready.
Held for you.
We'll write the week it ships.
Where are you right now?
From the month you start trying to the month you stop bleeding, the small, practical things that make each stretch easier to be in.
While you're trying
Sleep that works around a growing bump, and a clearer read on when your window actually is.
2 products Explore BreastfeedingWhile you're feeding
For sore days, for engorged days, and for the night you'd like a drink and a straight answer about it.
3 products Explore PostpartumWhile you're healing
The first couple of weeks, when nobody tells you what you'll actually need and you're in no state to go looking.
1 product ExploreNot sure where you fit, or what you'd actually need? Two minutes, a short list →
How we work
Four things we've decided, and will hold ourselves to.
No import markup
The versions of these that already exist here are mostly flown in, and the ticket is in the price. Ours are made to the same brief, closer to home.
The limits are on the page
Every product page has a section on its limits. A test strip is a screening aid. An ovulation kit isn't contraception. None of it replaces a midwife or a doctor.
We don't own a factory
These are made to our specification by manufacturers who already make this category well. Ask us which, and we'll tell you.
Instructions you can follow at 3am
Plain steps on the box and on the page, in the order you'd actually do them. Written for someone who has not slept.
Worth reading
The questions these products sit next to, answered properly.
Alcohol and breastfeeding, without the panic
What the research actually says about one drink, how long it takes to clear, and what a test strip can and can't tell you.
Read · 5 min →What a positive ovulation test really means
LH surges, the fertile window, and why the line you're squinting at is more useful compared with yesterday's than on its own.
Read · 5 min →The first two weeks nobody packs for
What actually happens to your body after birth, what helps, and the signs that mean you should call someone rather than wait it out.
Read · 6 min →
Is there something you needed that isn't here?
Tell us what you went looking for and couldn't find, and we'll look into it properly.
Got it, thank you.
We read every one of these.