Femtech Fave Releases First Silent Wearable Breast Pump

The Elvie Pump sits in the wearer's bra, allowing the user to continue with daily tasks while expressing milk. Like Elvie's Kegel training device (see our blog), the pump comes with an app that records data on factors such as milk production and pumping history. More importantly, the app allows the device to be controlled remotely, meaning the user doesn't need to fiddle with the pump while it's in their bra. The device has the potential to revolutionise breastfeeding for all mothers, especially those who return to work while still pumping. A single pump costs £229 ($300), with the double unit retailing for £429 ($560).

Traditional pumps are noisy and require the use of bulky machinery, often forcing users to find a private place in which to express. In the UK, although mothers have no legal right to breastfeeding breaks in the workplace, employers must meet obligations under health and safety, flexible working and discrimination laws (NCT, 2017). The NHS advises that the toilet, often one of the only private spaces available in a workplace, is not a suitable place in which to express milk (NHS, 2018).

The Elvie Pump is designed to be unnoticeable and allows women to express discreetly, as highlighted in its promotional video. Brands stand to benefit by following Elvie's example and providing tech that supports breastfeeding mothers. The hashtag #NormalizeBreastfeeding has over 740,000 mentions on Instagram, illustrating the growing movement towards destigmatising this natural act.

Our report Motherhood highlights further ways in which consumers can be supported in this chapter of their lives.