My Expert Midwife

What My Expert Midwife does

My Expert Midwife is a UK-based direct-to-consumer maternal health brand founded in 2017 by NHS-registered midwife Lesley Gilchrist, with operations across Knaresborough (North Yorkshire) and Leeds. The company develops and sells a portfolio of skincare, ingestible, and educational products covering pre-conception, pregnancy, postpartum recovery, breastfeeding, and newborn care. Its catalogue comprises roughly 19 core SKUs and bundles — including Spritz for Bits, Bum Balm, Nipple Balm, Stretch Mark Serum, All Better Balm, Soak for Bits & Body, Peri Prep Perineal Massage Oil, and supplements (All-in-One Pregnancy Supplements, Ease the Quease) — alongside on-demand digital courses, masterclasses, and e-books authored by registered midwives. Products are positioned as up to 100% naturally derived, dermatologically tested, paediatrician-approved, and safe from the first trimester through breastfeeding, with the brand provenance ("midwife-developed") acting as the central purchase trigger.

Commercial distribution combines a DTC e-commerce layer and a national retail network. DTC channels are Shopify-powered UK (myexpertmidwife.com) and Irish (myexpertmidwife.ie) storefronts plus the Amazon UK marketplace, with orders fulfilled by Airbox Fulfilment (UK) and 2Flow Logistics (Ireland). The brand has expanded into Boots, John Lewis, Sainsbury's, Morrisons, Ocado, Asda, Sephora UK, and Next, with live-chat advice from registered midwives available Monday–Friday (9am–4pm) and managed through Freshdesk. Educational content is hosted on Thinkific and supported by a four-tier MEMbassador influencer programme and Klaviyo-managed email marketing.

The company is venture-backed, having raised approximately £3.6 million in cumulative venture funding — £2 million led by Pembroke VCT in June 2022 and £1.59–1.6 million led by Pembroke VCT (with existing angel participation) in 2025 — earmarked for e-commerce development, retail expansion, and product innovation. The 2025 round accompanied a company-wide rebrand and a national multimedia campaign. Headcount sits in the 11–50 range, with active hiring for digital and brand roles supporting the post-rebrand scale-up.

Name

My Expert Midwife

Legal name

Natal Angels Limited

Website

https://myexpertmidwife.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

My Expert Midwife is a UK-based direct-to-consumer maternal health brand founded in 2017 by NHS-registered midwives, offering midwife-developed pregnancy, postpartum, and baby skincare products, supplements, and antenatal digital courses via its own websites and major UK retailers.

Ownership category

akta.pro rank

Product category

Pregnancy and Baby Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Postpartum Feminine Care (CRABAIAL)

akta.pro secondary industry

Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)

Keywords

• Pregnancy skincare products
• Maternal health products
• Antenatal education courses
• Postnatal recovery products
• Midwife-developed formulations

Headquarters

HQ city

Knaresborough

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer Product Sales (e-commerce): Primary revenue stream through the company's own Shopify-powered e-commerce websites (myexpertmidwife.com and myexpertmidwife.ie). Customers purchase skincare products, supplements, and gift sets at fixed retail prices. Orders are fulfilled via Airbox Fulfilment (UK) and 2Flow Logistics (Ireland).
2. Retail Wholesale and Distribution: Revenue from selling products in bulk to major UK retail chains including Boots, John Lewis, Sainsbury's, Morrisons, Ocado, Asda, and Amazon. The 2025 funding round explicitly targets expanding retail distribution nationally.
3. Digital Courses and E-books: Sale of on-demand video masterclasses and digital e-books written by registered midwives. Products include Foundation Antenatal Course (£66), Perineal Massage Masterclass (£8), Colostrum Harvesting Masterclass (£8), C-Section Preparation Masterclass (£8), Breastfeeding Preparation Masterclass, and e-books covering labour preparation, recovery, and pregnancy guides (each £8). Delivered via Thinkific platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

My Expert Midwife develops and sells midwife-developed skincare and wellness products for use during pregnancy, birth, and the postpartum period (stretch mark serum, nipple balm, perineal massage oil, baby bath, and nappy creams). It also offers online antenatal courses, masterclasses on perineal massage, colostrum harvesting, and C-section preparation/recovery, plus free digital resources such as weekly pregnancy guides and a midwife-authored e-book.

Product overview

My Expert Midwife is a pregnancy and parenting brand founded by NHS-qualified midwives, offering a portfolio of midwife-developed skincare products and educational resources. The product line includes: skincare products for pregnancy (Stretch Mark Serum, Nipple Balm), birth recovery (Spritz for Bits, Soak for Bits & Body, Nipple Balm), and baby care (Bum Balm, Baby Wash, All Better Balm, Dribble Defence); pregnancy supplements (All-in-One Pregnancy Supplements, Ease the Quease); and intimate health products (Peri Prep Perineal Massage Oil, Colostrum Harvesting Kit). Educational offerings include on-demand antenatal courses, expert masterclasses (Perineal Massage, Colostrum Harvesting, C-Section Preparation/Recovery, Breastfeeding Preparation), and digital e-books covering pregnancy, labour preparation, and postpartum recovery. The company also offers free downloadable resources including checklists and guides. Products are sold individually, in bundles (Glow Mama Glow, Postpartum Recovery Essentials, Bundle of Joy), and are available through major UK retailers including Boots, Sainsbury's, Morrisons, John Lewis, Ocado, Asda, and Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• Stretch Mark Serum Body serum developed for use during pregnancy to help minimise the appearance of stretch marks; positioned as the brand's hero pregnancy skincare product.
• Nipple Balm Soothing balm for breastfeeding mothers to moisturise and protect sore or cracked nipples; part of the postpartum skincare line.
• Peri Prep Perineal Massage Oil Oil formulated specifically to support perineal massage in the lead-up to birth, in combination with the dedicated masterclass.
• Soak for Bits & Body Postpartum bath soak formulated to soothe discomfort and support perineal recovery after birth.
• Spritz for Bits Postpartum perineal cleansing spray designed for postnatal recovery, complementing the soak product.
• All Better Balm Soothing balm marketed for use by mums on dry patches and lips, including during pregnancy and the postnatal phase.
• Bum Balm Skin protectant balm intended for nappy area use as part of the brand's baby care range.
• Baby Wash Mild wash for use on baby skin as part of the brand's bath-time and bath care line.
• All-in-One Pregnancy Supplements Prenatal supplement positioned as a single multivitamin alternative for use through pregnancy and breastfeeding.
• Ease the Quease Product designed to support women experiencing nausea during pregnancy, part of the brand's symptom-specific range.
• Dribble Defence Product targeted at managing baby dribble rash and drooling-related skin irritation.
• Colostrum Harvesting Kit Kit of syringes and accessories designed to support antenatal colostrum harvesting, complementing the Colostrum Harvesting Masterclass.
• Postpartum Recovery Essentials Kit Bundled set of key postpartum products including Soak for Bits, Spritz for Bits, and complementary accessories, targeted at the fourth trimester.
• Glow Mama Glow Gift Set Branded gift set targeted at pregnant mums, packaging together selected pregnancy skincare products as a gifting bundle.
• Mama to Be Gift Set Branded gift set targeted at expectant mothers, packaging together pregnancy-specific skincare products as a gifting bundle.
• Bundle of Joy Newborn-focused gift set bundling multiple baby skincare products into a single branded package.
• Engaged Gift Set Gift set positioned for the engagement / early pregnancy period, packaging together selected pregnancy and self-care products.
• Foundation Antenatal Course Comprehensive online antenatal course designed for first-time and experienced parents to prepare for pregnancy, birth, and the early days with baby.
• Perineal Massage Masterclass Online masterclass teaching perineal massage technique in preparation for birth, designed to accompany the brand's Peri Prep Perineal Massage Oil.
• Colostrum Harvesting Masterclass Online masterclass guiding parents through antenatal colostrum harvesting, paired with the brand's Colostrum Harvesting Kit.
• C-Section Preparation Masterclass Online masterclass supporting parents preparing for a planned or expected caesarean section.
• C-Section Recovery Masterclass Online masterclass supporting postnatal recovery after a caesarean section.
• Breastfeeding Preparation Masterclass Online masterclass designed to help parents prepare for the early days of breastfeeding ahead of birth.
• A Midwife's Guide to Pregnancy E-Book Digital e-book covering pregnancy-week-by-week guidance, written by a midwife and available as a free download in exchange for an email address.

Quantifiable outcome

• Over 10,000 5-star customer reviews
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature6 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Sainsbury'scoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain with national distribution agreement for My Expert Midwife products. Sainsbury's is part of the retail expansion strategy supported by the 2025 funding round.
• MorrisonscoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain stocking My Expert Midwife products nationally. Part of the retail expansion strategy following 2025 rebrand and £1.59M investment.
• BootscoreChannel Partner/ Reseller/ DistributorUK's largest pharmacy and health & beauty retailer with national store presence. Boots distributes My Expert Midwife products, aligning the brand with trusted health retail.
• John LewiscoreChannel Partner/ Reseller/ DistributorPremium UK department store with national retail presence. John Lewis stocks My Expert Midwife products, positioning the brand in the premium母婴/self-care market.
• OcadominorChannel Partner/ Reseller/ DistributorUK's largest dedicated online supermarket. Ocado provides digital shelf space and home delivery reach for My Expert Midwife products.
• AsdaminorChannel Partner/ Reseller/ DistributorMajor UK supermarket chain with broad national distribution. Asda stocks My Expert Midwife products across its stores.
• Amazon UKminorChannel Partner/ Reseller/ DistributorLeading UK e-commerce marketplace providing reach to Prime customers. My Expert Midwife products available through Amazon UK marketplace.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting My Expert Midwife's UK (myexpertmidwife.co.uk) and Irish (myexpertmidwife.ie) websites. Shopify processes and stores customer orders, account data, and payment information. Data may be transferred to other regions including Canada and the US. Shopify is EU-US Privacy Shield registered.
• Airbox FulfilmentcoreTechnology or IntegrationUK fulfilment and packing service operator for myexpertmidwife.co.uk orders. Airbox accesses order data through the Shopify platform to process and fulfil customer orders.
• 2Flow Logistics SolutionscoreTechnology or IntegrationFulfilment and packing service operator for myexpertmidwife.ie (Irish) orders. Accesses order data through Shopify to process deliveries to Irish customers.
• KlaviyocoreTechnology or IntegrationEmail marketing platform used to distribute newsletters, marketing communications, and promotional emails to customers. Stores contact details and personal data. May involve data transfer outside the EEA.
• FreshdeskcoreTechnology or IntegrationCustomer relationship management and support ticket system. Stores customer email addresses and details on previous support issues. Supports the live midwife chat and general customer enquiries. EU-US Privacy Shield registered.
• ThinkificcoreTechnology or IntegrationOnline course platform hosting the Foundation Antenatal Course and all on-demand masterclasses. Provides the technical infrastructure for delivering video courses and e-books to customers.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• MooGoo: Australian natural skincare brand with a maternity range including nipple balm and breast care products. Comparable on naturally derived formulation philosophy and direct-to-consumer-led growth strategy.
• Badger Balm: Natural balm brand with a maternity line of belly balms and nipple creams using certified natural ingredients. Comparable on formulation philosophy and clean-beauty positioning.
• Frida Mom: US-born postpartum recovery brand (sister to FridaBaby) with rapid retail expansion into UK and global markets. Direct overlap on postpartum/perineal care products including Spritz for Bits equivalents.

Broad incumbents

• Johnson's Baby: Mass-market baby care incumbent owned by Kenvue. Competes on baby wash, bum cream, and newborn skincare SKUs across the same major UK retailers where My Expert Midwife is expanding.
• Weleda Baby: Established natural personal-care brand with significant baby and maternity ranges (stretch mark oil, baby creams). Competes on naturally derived ingredients and pregnancy-safe positioning across UK pharmacy and department store channels.
• Burt's Bees Mama Bee: Naturally derived skincare sub-line from Burt's Bees covering pregnancy and baby care. Broader incumbent with significantly greater marketing and distribution muscle; overlaps on natural formulation positioning.

Direct peers

• Lansinoh: Global maternal brand offering nipple balm (HPA Lanolin), breast care, and pregnancy/postpartum products. Most direct peer to My Expert Midwife's Nipple Balm and breastfeeding support line, competing on retail shelf with similar clinical positioning.
• Bloom & Blossom: UK-based pregnancy and baby skincare brand with midwife-endorsed natural formulations sold in Boots, John Lewis, and Liberty. Directly comparable to My Expert Midwife on positioning, distribution, and target customer.
• Mama Mio (Mio Skincare): Pregnancy-focused skincare brand offering stretch mark creams and body oils. Competes in the same SKU categories (Stretch Mark Serum) with similar premium-positioned, naturally derived positioning.

Regional players

• Bamboobies: US-based postpartum and breastfeeding brand with washable nursing pads and breast care products. Comparable on breastfeeding and postpartum product categories, primarily competing in North America rather than UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MyExpertMidwife
• Instagraminstagram.com/My_ExpertMidwife
• TikToktiktok.com/@My_ExpertMidwife

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Expert Midwife