The Brand that Pioneered the Wearable Pump has once again Revolutionized an Outdated Category Segment with a Mom-Centric Design

San Francisco, CA — September 9, 2025 – Willow Innovations, Inc. (Willow), the Femtech leader and inventor of the first fully in-bra wearable breast pump, is once again revolutionizing the pumping experience with the launch of its newest innovation. Willow Wave, the first and only wearable manual breast pump, is designed for true mobility, comfort, and convenience, delivering a new standard in manual pumping freedom. 

More than half of breastfeeding moms (68%) in the U.S. own a manual pump¹, making it an essential tool. However, traditional manual pumps have seen little to no innovation in more than two decades. As a result, mothers who use them describe the experience as cumbersome, mainly due to the design of the pumps. According to a survey of women who use manual pumps, a lack of pumping discretion, difficulty using the handle, and clunky design are ranked among their top dissatisfactions with the traditional manual pump designs.²

“At Willow, we are relentlessly focused on designing products with women’s experience at the center. We don’t accept the status quo as ‘good enough’ especially when product categories haven’t been reimagined for decades,” said Sarah O’Leary, CEO of Willow. “Just as we reimagined - and transformed - the electric breast pump category with the world’s first in-bra wearable, we’ve built a manual pump that gives women pumping freedom without compromising output, comfort, or discretion. Willow Wave reinforces our commitment to elevate the experience for moms, one innovation at a time.”

Inspired by moms’ favorite wearable breast pump, the Willow Go®, Willow Wave incorporates the familiar comfort and fit of Willow’s patented cup design, giving moms the freedom to pump on their terms, without compromise. The Willow Wave is designed to fit fully in-bra for discretion and mobility, supporting moms whenever and wherever they need to manually pump, with no need to remove clothing. 

Key features of Willow Wave include: 

• Comfortable, ergonomic handle designed to prevent hand fatigue and accommodate a range of hand sizes;

• Hospital-strength suction and two pumping modes for optimal milk output and to help relieve engorgement and clogged ducts quickly;

• Soft silicone flange, designed to comfortably accommodate a range of nipple anatomies, including elastic nipples;

• 5 oz. container with splashguard and easy-pour spout to prevent leaks and spills; 

• Adjustable 34” tubing connecting the pump cup and handle for maximum movement; and  

• Access to expert-backed guidance and personalized support via the Willow app.

"Creating Willow Wave required us to rethink how manual pumps are used. Women told us the experience can be clunky and awkward, but they also love the portable nature and functionality of manual pumps, especially while traveling or in an emergency situation," said Lauren Scocozza, Vice President of Product at Willow. "We reinvented the manual pump the Willow way - fully in-bra for ultimate mobility, with a quiet, ergonomic handle for comfort and ease of use, and unique hospital-grade, two-phase suction for optimized output. Moms have not seen anything like Willow Wave, marking the beginning of a new era for breastfeeding and the category." 

The Willow Wave also marks a major expansion in the accessibility of Willow's groundbreaking innovation for women. Priced at $34.99 and FSA/HSA eligible, Willow Wave is available at onewillow.com, Target and Walmart retail locations nationwide, and Amazon.com. 

For more information, please visit onewillow.com. 

About Willow

Rated #1 in Customer Satisfaction among breast pumps, Willow Innovations, Inc. revolutionized the pumping experience by inventing the first fully in-bra wearable breast pump in 2017.  Today, Willow is elevating the maternal experience, offering mothers an expanded product portfolio of innovative technology,  feeding solutions, breast care, and a gateway to broader maternal care and wellness. 

Visit onewillow.com to learn more, and join the supportive Willow community on Instagram and Facebook.

Press Contact: 

Autumn Communications

willow@autumncommunications.com 

¹ Willow-Commissioned, “U.S. Expecting and Postpartum Breastfeeding Support Survey,” n= 1,264,  2024

² Willow, “Manual Pump Usage Quant Survey,” n=144, 2024