6 Products From Women-Owned Brands Every New Mom Should Snag

Maternity and nursing tank tops are a wardrobe staple in the pregnancy and postpartum period, but many of them are designed only to be used during this time, ultimately limiting how much mileage you get out of them—first time moms might get a real sticker shock when they realize they need to buy a whole new wardrobe with a limited lifespan. But Embrace’s daily ribbed maternity tank, which looks and feels like a regular tank, is designed to be worn during and after pregnancy, even after nursing is done. The tank was created by Embrace founder Claire Mercieca, who was unhappy with the nursing top selection while she was breastfeeding. Mercieca spent two years creating and fit-testing tops on nursing moms to come up with this tank and other clothing staples.

What she came up with was a blend of Supima cotton, micromodal and spandex fabric that’s soft, stretchy and comfortably molds to your changing body shape during and after pregnancy (no ruching needed!). Even better, there are no telltale nursing clips—instead, the neckline is stretchy enough to pull down to feed your little one, meaning it offers convenient breastfeeding access when you need it and reverts to a cute, normal top when you don’t.

The certified non-toxic Embrace daily ribbed maternity tank is tag-free for your comfort and has thick shoulder straps to camouflage nursing bras. Once you’re done wearing your tank, just toss it in the wash for easy clean-up. While colors are limited to black and camel, these neutral shades go with just about everything.

To new parents, it might seem like all baby wipes are alike. But the wrong one can make or break your diapering experience—choose a brand with harsh ingredients, and you could be left dealing with rashes and irritation on baby’s delicate skin. Traditional wipes are also not usually great for the environment, given that they don’t break down easily. HealthyBaby Wet Wipes deliver across the board thanks to their hypoallergenic ingredients and planet-friendly design.

HealthyBaby was created by mom-of-two Shazi Visram (who also founded Happy Baby Organics), with the goal of making higher-quality diapering products. The brand has since partnered with twin mom and actress Hilary Swank, who serves as the company’s chief innovation officer. HealthyBaby Wet Wipes are made from water and plant-based ingredients like aloe leaf juice and calendula that are gentle on baby’s skin. These wipes are hypoallergenic and made from totally chlorine-free materials, earning them the coveted EWG-verified stamp from the Environmental Working Group, a nonprofit that evaluates consumer products for environmental and human safety. The wipes are even biodegradable, so you don’t have to stress about your clean-ups contributing to landfill issues. These are admittedly pricier than your standard baby wipes but, if you have the budget for it, it makes a difference.

Research shows that even when incomes are similar, women tend to pick up more caregiving and household chores than their partners. That’s a fact many couples are trying to work against! But having a baby can throw a wrench in the equitable division of tasks, even in families who are otherwise great at balancing things out. That’s where The Fair Play Deck comes in. This pack of cards creates a fun way for new parents to take stock of all the responsibilities and mental labor that they’ll likely face, as well as how to divvy them up in a way that feels fair for everyone.

The Fair Play Deck was created by Eve Rodsky, a mom of three and author, with the goal of shining a light on the invisible work people do in households and creating a system to help partners balance their domestic workloads. The deck, which is based off of Rodsky’s bestselling book Fair Play, gives users 102 cards that break down different tasks you’ll face as parents, like being the money manager, tidying up and being in charge of the bedtime routine. But the set also includes things like “Unicorn Space” cards, which allow parents the time to pursue things they love, like training for a race or playing music. By looking through the deck together and assigning cards, parents can help divide up household and parenting tasks in a way that feels fair to everyone.

A good play mat is a must-have item for new parents. It’s a safe, soft place to put baby for tummy time and playtime, which can happen at any point in the day, whether you’re at home or out at your local park. Most play mats are designed to be used indoors only, but the Storq Inside/Outside Play Mat is specially designed with a soft, quilted cotton top layer that your little one can roll around on, and a heavyweight, water-resistant nylon bottom layer that can be laid out on grass.

Storq was co-founded by moms Courtney Klein and Grace Kapin with the goal of creating stylish pregnancy clothes that don’t fit into the traditional (and sometimes frumpy) maternity mold. The brand has since branched into parenting products like diaper bags, pumping accessories and newborn essentials, like this play mat. And the mat lives up to the company hype; while it opens to a roomy 36-inch diameter, it folds up small enough to fit into a standard diaper bag when playtime is over. Plus, built-in carry handles make it even easier to tote this around. (And if there’s one thing you’ll learn fast as a new parent: You don’t need one more difficult thing to carry!)

Pregnancy, birth, postpartum recovery and breastfeeding can all take a toll on your body, mood and mental health—which is why it’s extra-important for new moms to nourish themselves with nutrient-dense foods. Of course, between juggling new responsibilities and dealing with a lack of sleep, good nutrition can slide during the early parenting months. Chiyo, a “food-as-medicine” meal service, has been making waves since its founding in 2021 for its unique focus on the nutritional needs of women who are trying to conceive, pregnant or postpartum. The brand offers tailored programs that deliver Eastern-inspired meals, broths and tonics to your doorstep to support this stage of life, take some of the pressure off of you and, ultimately, help enhance your health.

Chiyo was created by Irene Liu and Jennifer Jolorte as a way to bring the nutritional treatments of traditional Asian medicine to new parents. They were inspired after seeing Liu’s mother send her aunt traditional Chinese postpartum foods and realizing access to similar meals was lacking in the United States. The company provides meal programs, including breakfast, lunch, dinner, herbal tonics and broths and healthy snacks, that are tailored to people who are trying to conceive, are early in their pregnancy or are postpartum. (You check off where you are in life to receive tailor-made meals.) There are even nutritional consultations, along with a six-week program to support moms after they give birth. Choose from standard, vegan, pescatarian and vegetarian options. If you’re interested in Chiyo but don’t want to commit to an actual plan, the brand also offers a one-day trial for $95, with a $75 credit toward the full meal plan.

No matter how you spin it, pumping is a chore. And new moms will realize quickly that being tied to one spot while your pump goes to work makes things even worse, especially during this phase of your life when time is a premium. That’s why the Elvie Pump has been a game-changer for nursing moms. This hands-free pump can be worn under your clothes and isn’t hooked to a separate base, allowing you to go about your life while harnessing liquid gold for your little one.

Created by Tania Boler, PhD, a UN researcher and women’s health expert who specializes in sexual reproductive health, the Elvie Pump is a tech innovation that revolutionized the world of pumping. Instead of plugging into an external motor, this all-in-one device slips into your bra and is controlled by an app on your phone. You can adjust the tempo, turn your pump on and off and more while doing practically anything. This genius tool is operated by a small Piezo pump for a quiet operation, and features the brand’s SmartRhythm technology that syncs with your milk output.