Lilu
Lilu is a women's health company that sells an FDA-cleared pneumatic Massage Bra and a beta-stage MilkSense lactation tracking app to breastfeeding and pumping mothers, primarily through direct-to-consumer e-commerce.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lilu does
Lilu, Inc. is a New York-based women's health company founded in 2016 that builds tech-enabled devices and software for new and expectant mothers. Its flagship product, the Lilu Massage Bra, is an FDA Class I wearable medical device priced at $129 that uses patented pneumatic massage technology to replicate a baby's natural compression motions during breastfeeding, with company-reported claims of 30-55% increased milk output and hands-free operation that lasts approximately two hours per charge. The bra is compatible with all major breast pump brands including Spectra, Medela, Lansinoh, Ameda, Avent, Motif Luna, Hygeia, and Baby Buddha, and is FSA/HSA eligible.
Lilu's business model is primarily direct-to-consumer e-commerce through wearlilu.com, supplemented by Amazon Marketplace distribution and global shipping. The company monetizes through one-time hardware sales (the Massage Bra at $129 and the kegg Fertility Tracker at $259, the latter as a secondary product line) and is transitioning toward a freemium software model via the MilkSense App, which launched in open beta in October 2023 with rolling invites, a free tier, and a paid beta offering $10/week for four weeks. The app provides lactation tracking, analytics, and a forthcoming AI chatbot trained on vetted clinical sources.
The company is small (1-10 employees), privately held, and has raised approximately $2.45M across disclosed rounds through a mix of NSF grants, an accelerator-backed seed round led by L'ATTITUDE Ventures (2021), and SOSV/HAX, Dreamit Ventures, Quake Capital, and Lair East Labs. Strategic partnerships include Mahmee (bundled lactation support with Massage Bra purchases) and NSF (research validation and grant funding).
Lilu firmographics
Firmographics- Name
- Lilu
- Legal name
- Lilu, Inc.
- Website
- https://wearlilu.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lilu is a women's health company that sells an FDA-cleared pneumatic Massage Bra and a beta-stage MilkSense lactation tracking app to breastfeeding and pumping mothers, primarily through direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
Lilu industry classification
Industry- Product category
- Maternal Health Devices
- NAICS
- Surgical Appliance and Supplies Manufacturing (339113)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340)
- akta.pro primary industry
- Maternity & Nursing Intimates (CRAAAIAH)
- akta.pro secondary industry
- Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices) (CRACAQAJ)
Keywords
Where Lilu is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lilu business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Lilu Massage Bra Hardware Sales: One-time sale of the Lilu Massage Bra at $129, an FDA Class I medical device. Product includes massage cushions, rechargeable controller, hands-free bra, USB charging cable, carry pouch, and free virtual class with lactation consultant.
- MilkSense App (Freemium): Free version of the app with pumping and bottle feeding logging and key analytics. The app was in beta as of 2023 with rolling invites being sent.
- kegg Fertility Tracker Sales: Sale of kegg fertility tracker device at $259, sold through Lilu's e-commerce platform. This is a separate product line for fertility tracking.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Lilu Massage Bra at $129 |
| One time/ perpetual license | Pay-as-you-go | kegg Fertility Tracker at $259 |
| Freemium | Pay-as-you-go | MilkSense App Free Version |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Lilu product offering
Product offeringCore offering
Lilu designs and sells the Lilu Massage Bra, an FDA Class I wearable device that uses patented pneumatic massage technology to replicate a baby's natural compression motions during pumping and breastfeeding. The company complements the hardware with the MilkSense App, a lactation tracking mobile application providing personalized analytics, scheduling, and an AI chatbot for guidance. Lilu also retails the kegg Fertility Tracker & Kegel Ball, a cervical-mucus-sensing device for pre-conception tracking.
Product overview
Lilu is a women's health technology company offering a portfolio of products supporting breastfeeding and fertility. The core offering consists of the Lilu Massage Bra (FDA Class I wearable massage device using patented pneumatic technology to increase milk production by 30-55%) and the MilkSense App (a lactation tracking mobile application in beta featuring analytics, scheduling tools, and AI chatbot guidance). Additionally, Lilu offers the kegg Fertility Tracker & Kegel Ball (a cervical mucus sensing fertility device with companion app) as part of their women's health product line. The Lilu Massage Bra is available for purchase at $129 (FSA/HSA eligible), while the MilkSense App is currently in beta with free access. All products are available through the company's e-commerce platform at wearlilu.com.
Differentiator
Problem solved
Functional benefit
Products and services
- Lilu Massage Bra An FDA Class I wearable massage device designed for breastfeeding and pumping mothers. Uses patented pneumatic massage technology to replicate a baby's natural compression motions, reportedly boosting milk output by 30–55% while operating hands-free for up to 2 hours per charge. Compatible with major breast pump brands including Spectra, Medela, Lansinoh, Ameda, Avent, Motif Luna, Hygeia, and Baby Buddha. Includes a rechargeable controller, massage cushions, hands-free bra, USB charging cable, carry pouch, and one month of free 24/7 lactation support through Mahmee. Sold at $129 and FSA/HSA eligible.
- MilkSense App A smart mobile application (iOS and Android) for tracking breastfeeding, pumping, bottle feeding, and milk stash sessions. Provides personalized lactation insights, custom analytics to compare tools and supplements, goal setting and progress tracking, and an AI chatbot for expert guidance sourced from vetted organizations such as the American Academy of Breastfeeding and the WHO. Currently in open beta with free access and a paid beta program at $10/week for 4 weeks.
- kegg Fertility Tracker & Kegel Ball A medical-grade fertility tracker that uses impedance-based cervical mucus sensing to detect the fertile window, paired with a free mobile app displaying daily fertility status, cyclical trends, and predictions. Sold at $259 with a 1-year warranty and 30-day return policy. Distributed by Lilu as a sub-brand alongside its breastfeeding product line.
Quantifiable outcome
- 30-55% increased milk production
- +3 more outcomes
Companies that use Lilu
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Lilu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability3 records
Feature3 records
Lilu partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- MahmeecoreMahmee provides 24/7 lactation support through text messages for one month free with Lilu Massage Bra purchase. Also offers free virtual class with lactation consultant. Mahmee is a maternal and infant health platform.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Lilu competitors and assessment
Company assessmentDirect peers
- Willow Innovations: Willow makes hands-free, in-bra wearable breast pumps and accessories for breastfeeding mothers. It is a direct peer because it sells tech-enabled, premium-priced pumping hardware into the same DTC postpartum consumer as Lilu's Massage Bra.
- Elvie: Elvie offers the Elvie Pump and Elvie Catch, hands-free, app-connected breast pumps and accessories. It is a direct peer given the overlap in hands-free, tech-enabled, app-connected pumping hardware targeting the same premium postpartum consumer.
- Tempdrop: Tempdrop makes a wearable fertility and basal body temperature tracker with a companion app. It is a direct peer to the kegg fertility tracker line as both sell a premium D2C sensor + app solution for cycle and conception tracking.
- Mira: Mira sells hormone-based fertility tracking devices and an accompanying app. Comparable to kegg as a direct competitor in the D2C connected fertility device category targeting women trying to conceive.
Broad incumbents
- Frida: Frida is a broad incumbent in the new-mom and baby product category, offering lactation, postpartum recovery, and baby care products across D2C and retail. Comparable to Lilu because it monetizes the same postpartum consumer with a wider, more mature product portfolio.
- Medela: Medela is a global incumbent in breast pumps and breastfeeding accessories with strong hospital and retail distribution. It is comparable as both a channel partner (Lilu's bra is Medela-compatible) and a competitor if it adds integrated massage/compression features.
- Spectra Baby USA: Spectra is a leading hospital-grade and consumer breast pump brand that Lilu's Massage Bra is designed to complement. Comparable as a channel-relevant incumbent whose installed base represents Lilu's core accessory target customer.
- Lansinoh: Lansinoh is a global incumbent in breastfeeding accessories, pumps, and nipple care. Comparable to Lilu as a broad incumbent in the same category and a pump brand whose installed base Lilu's bra explicitly supports.
Emerging players
- Mahmee: Mahmee is a maternal and infant health platform that provides lactation support and clinical services — already a Lilu partner bundling 24/7 lactation support with the Massage Bra. Comparable as an emerging digital women's/maternal health player with overlapping customer base.
- Bobbie: Bobbie is an emerging D2C infant formula and maternal health brand. Comparable to Lilu as a venture-backed emerging player building a trusted consumer brand around the postpartum and infant feeding journey.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Lilu social profiles
Digital presenceLilu compliance and trust
Trust signalCompliance1 record
Lilu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lilu leadership team
Management profileNumber of profiles
Profiles2 records
Lilu funding detail
Funding detailFunding overview
Funding rounds13 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lilu M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lilu
What does Lilu do?
Lilu designs and sells the Lilu Massage Bra, an FDA Class I wearable device that uses patented pneumatic massage technology to replicate a baby's natural compression motions during pumping and breastfeeding. The company complements the hardware with the MilkSense App, a lactation tracking mobile application providing personalized analytics, scheduling, and an AI chatbot for guidance. Lilu also retails the kegg Fertility Tracker & Kegel Ball, a cervical-mucus-sensing device for pre-conception tracking.
Is Lilu a public or private company?
Lilu is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lilu founded?
Lilu was founded in 2016. It employs 1 to 10 people.
Where is Lilu based?
Lilu is headquartered in New York, United States, in the North America region.
How does Lilu make money?
Three revenue lines are on record. Lilu Massage Bra Hardware Sales are the primary driver. The others are milkSense App (Freemium) and kegg Fertility Tracker Sales.
Who are Lilu's main competitors?
Direct peers on record are Willow Innovations, Elvie, Tempdrop and Mira. Broad incumbents are Frida, Medela, Spectra Baby USA and Lansinoh. Emerging players are Mahmee and Bobbie.
Does Lilu have an API?
No public API is recorded for Lilu.
What industry is Lilu in?
Lilu's product category is Maternal Health Devices. Its primary akta.pro industry code is CRAAAIAH, Maternity & Nursing Intimates, with a secondary code of CRACAQAJ, Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices). Its NAICS code is 339113 and its SIC code is 2340.