Bodily
Bodily is a New York-based maternal health company that designs and sells IBCLC co-developed nursing bras, postpartum recovery products, and pregnancy-loss care kits, distributed via itsbodily.com, Target, and Faire to individual consumers across pregnancy, postpartum, and breastfeeding life stages.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Bodily does
Bodily is a privately held, New York-based maternal health company founded in 2018-2019 that designs and sells evidence-based apparel and consumer products for pregnancy, birth recovery, postpartum, breastfeeding, and pregnancy loss. Its core product line centers on IBCLC (International Board Certified Lactation Consultant) co-developed nursing and maternity bras, including The Everything Bra, The Do Anything Bra, The Effortless Bra, and The So Easy Bra, alongside postpartum underwear (The All-In Panty, Under the Belly Panty, Mesh Underwear), breastfeeding accessories (nursing tanks, breast pads, silicone pump flanges), and postpartum recovery tools (C-Section Belly Band, Peri Wash Bottle, inflatable cushion, scar cream). Fabrics are OEKO-TEX Standard 100 certified, and the company maintains a credentialed advisory board that includes Dr. Emily Oster, Andrea Syms-Brown (IBCLC), Dr. Sunita Osborn, and Dr. Shieva Ghofrany (OB/GYN).
The business operates a primarily direct-to-consumer e-commerce model at itsbodily.com with one-time unit pricing (bras $45-$58, panties $15.85, bundles $70-$234) and bundle/multipack discounts of 10-30%, complemented by national retail distribution at Target and wholesale via the Faire marketplace. Payment infrastructure includes a partnership with Flex that makes 22 products HSA/FSA eligible, effectively reducing out-of-pocket cost by 30-40% for buyers using pre-tax healthcare funds. The customer base is entirely individual consumers segmented across pregnant, postpartum, breastfeeding, and pregnancy-loss use cases, with no enterprise or B2B contracts. Marketing combines content (research-validated blog articles), organic social (Instagram and TikTok @itsbodily), referral/affiliate programs, and the #IveSharedWillYou mission campaign featuring investor Brooklyn Decker and other celebrity advocates.
Bodily has raised approximately $7.83M led by HearstLab with FJ Labs (June 2022) plus a subsequent $0 disclosed round in May 2023, and operates with a 1-10 person team under founder/CEO Tovah Haim. Strategic priorities evidenced in the data include channel expansion (Target, Faire), category extension into the pregnancy-loss vertical, payment-rail innovation via Flex, and brand authority through editorial recognition (Wirecutter, The Bump, InStyle, Women's Health, WhatToExpect, Harper's Bazaar, Byrdie, and Parents 2025 Best for Baby Awards).
Bodily firmographics
Firmographics- Name
- Bodily
- Legal name
- Bodily
- Website
- https://itsbodily.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bodily is a New York-based maternal health company that designs and sells IBCLC co-developed nursing bras, postpartum recovery products, and pregnancy-loss care kits, distributed via itsbodily.com, Target, and Faire to individual consumers across pregnancy, postpartum, and breastfeeding life stages.
- Ownership category
- akta.pro rank
Bodily industry classification
Industry- Product category
- Maternity & Postpartum Apparel
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599), Apparel Accessories and Other Apparel Manufacturing (315990), Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Maternity & Nursing Intimates (CRAAAIAH)
- akta.pro secondary industries
- Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL), Children’s, Baby & Maternity Apparel Brands (CRAAAAAG), Postpartum Feminine Care (CRABAIAL), Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)
Keywords
Where Bodily is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Bodily business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for maternity, nursing, and postpartum products including bras, underwear, support items, recovery products, and lactation supplements
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core Bras - The Everything Bra |
| Unit Pricing | Pay-as-you-go | Core Bras - The Do Anything Bra |
| Unit Pricing | Pay-as-you-go | Core Bras - The Effortless Bra |
| Unit Pricing | Pay-as-you-go | Core Bras - The So Easy Bra |
| Unit Pricing | Pay-as-you-go | Always-On Nursing Tank |
| Unit Pricing | Pay-as-you-go | The All-In Panty |
| Unit Pricing | Pay-as-you-go | C-Section Belly Band |
| Unit Pricing | Pay-as-you-go | Organic Lactation Latte |
| Unit Pricing | Pay-as-you-go | Bundle Kits |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Bodily product offering
Product offeringCore offering
Bodily designs, develops, and sells maternity and postpartum apparel and related wellness products — including nursing bras, underwear, tanks, and belly bands — co-developed with IBCLCs and other maternal-health specialists. The company also offers lactation supplements, positioning itself as a design-led, expert-informed brand serving pregnant and postpartum consumers through its own online storefront.
Product overview
Bodily is a maternal health company offering a comprehensive portfolio of evidence-based products and resources spanning pregnancy, birth recovery, postpartum, breastfeeding, and pregnancy loss. The core product line centers on specialized intimate apparel—primarily nursing and maternity bras (The Everything Bra, The Do Anything Bra, The Effortless Bra, The So Easy Bra) and recovery underwear (The All-In Panty, Under the Belly Panty, Mesh Underwear)—alongside breastfeeding essentials (nursing tanks, breast pads, pump flanges, lactation lattes) and postpartum recovery tools (belly bands, peri bottles, cushions, scar cream). The company also offers curated bundles (Breastfeeding Essentials Bundle, Pumping 101 Set, Care for Birth Bundle, Scheduled C-Section Bundle) that combine multiple products for specific life stages. For pregnancy loss support, Bodily provides specialized resources including support books, remembrance bracelets, and care boxes. Many products are designed in collaboration with IBCLC lactation consultants and feature OEKO-TEX certified fabrics. The company partners with Flex to enable HSA/FSA payment options on eligible products.
Differentiator
Problem solved
Functional benefit
Products and services
- Nursing Bras Nursing bras co-developed with IBCLCs, sold to pregnant and postpartum women through Bodily's direct-to-consumer website.
- Postpartum Underwear Postpartum underwear designed for the recovery period, sold to new mothers through Bodily's direct-to-consumer website.
- Tanks Maternity and nursing tanks sold to pregnant and postpartum women through Bodily's direct-to-consumer website.
- Belly Bands Belly bands for pregnancy and postpartum support, sold to pregnant and postpartum women through Bodily's direct-to-consumer website.
- Lactation Supplements Lactation supplements sold alongside Bodily's apparel line to nursing mothers through Bodily's direct-to-consumer website.
Quantifiable outcome
- Most common breastfeeding issues are linked to the bras we wear
- +1 more outcomes
Companies that use Bodily
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles1 record
Bodily technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bodily partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- TargetcoreBodily products are now available at Target retail stores, expanding distribution to physical retail locations alongside the direct e-commerce channel.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Bodily competitors and assessment
Company assessmentDirect peers
- Frida (Frida Mom): Frida's Frida Mom line directly competes with Bodily across postpartum recovery, breastfeeding, and maternity essentials (peri bottles, mesh underwear, nursing items) sold through DTC, Target, and major retailers — same customer, same channels, overlapping SKU categories.
- Lansinoh: Lansinoh is a longstanding breastfeeding products brand (nipple cream, breast pads, pumping accessories) directly competing with Bodily's breastfeeding essentials category among the same postpartum customer segment.
- Bamboobies: Bamboobies sells washable nursing pads and related breastfeeding accessories — a direct peer to Bodily's organic bamboo breast pads and core breastfeeding product line, serving the same nursing-persona customer.
- Kindred Bravely: Kindred Bravely is a DTC-first maternity and nursing intimates brand offering bras, loungewear, and sleepwear — directly competing with Bodily's nursing bras (Everything Bra, Do Anything Bra, Effortless Bra, So Easy Bra) on price, channel, and target customer.
- Bravado Designs: Bravado Designs specializes in nursing bras and breastfeeding apparel sold globally — a heritage direct competitor to Bodily in the maternity intimates category with overlapping IBCLC-style product positioning.
- Belly Bandit: Belly Bandit sells postpartum compression wraps, recovery garments, and intimate apparel — directly comparable to Bodily's C-Section Belly Band and postpartum recovery category in DTC and retail channels.
- Hatch (Hatch Collection): Hatch is a premium maternity apparel brand covering pregnancy through postpartum, with strong editorial credibility and DTC plus retail presence — directly comparable to Bodily's pregnancy-to-postpartum intimates positioning.
Broad incumbents
- Motherhood Maternity: Motherhood Maternity is an established, mass-market maternity apparel retailer offering bras, underwear, and clothing across pregnancy and postpartum — a broad incumbent that competes with Bodily at the lower price/scale end of the same category.
Emerging players
- Elvie: Elvie makes connected breast pumps and pelvic floor trainers — overlapping with Bodily's breastfeeding and postpartum recovery categories through hands-free pumping use cases, though Elvie focuses on hardware rather than apparel.
Others
- The Bump (The Knot Worldwide): The Bump is a leading pregnancy and parenting editorial site whose content/recommendations heavily influence the maternal purchase funnel — adjacent to Bodily as a content/SEO peer and source of editorial awards/recognition that drives DTC conversion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Bodily social profiles
Digital presenceBodily compliance and trust
Trust signalCompliance2 records
Bodily financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bodily leadership team
Management profileNumber of profiles
Profiles1 record
Bodily funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bodily 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 Bodily
What does Bodily do?
Bodily designs, develops, and sells maternity and postpartum apparel and related wellness products — including nursing bras, underwear, tanks, and belly bands — co-developed with IBCLCs and other maternal-health specialists. The company also offers lactation supplements, positioning itself as a design-led, expert-informed brand serving pregnant and postpartum consumers through its own online storefront.
Is Bodily a public or private company?
Bodily is a private company. It is classified as venture growth investor backed and is currently operating.
When was Bodily founded?
Bodily was founded in 2019. It employs 1 to 10 people.
Where is Bodily based?
Bodily is headquartered in New York, United States, in the North America region.
How does Bodily make money?
One revenue line is on record: direct Product Sales.
Who are Bodily's main competitors?
Direct peers on record are Frida (Frida Mom), Lansinoh, Bamboobies, Kindred Bravely, Bravado Designs, Belly Bandit and Hatch (Hatch Collection). Motherhood Maternity is listed as a broad incumbent. Elvie is listed as an emerging player. The Bump (The Knot Worldwide) is listed as an others.
Does Bodily have an API?
No public API is recorded for Bodily.
What industry is Bodily in?
Bodily's product category is Maternity & Postpartum Apparel. Its primary akta.pro industry code is CRAAAIAH, Maternity & Nursing Intimates, with a secondary code of CRAAAHAL, Maternity & Nursing Wear (Moms-to-be). Its NAICS code is 315 and its SIC code is 2340.