Sweat & Milk
Sweat & Milk is a Santa Monica-based direct-to-consumer brand designing nursing and hands-free pumping sports bras and postpartum activewear for active mothers, sold exclusively through its own Shopify storefront with a niche specialization in full-bust and pump-compatible athletic apparel.
- Company typePrivate
- Founded2016
- HeadquartersSanta Monica, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sweat & Milk does
Sweat & Milk is a Santa Monica-based direct-to-consumer e-commerce brand founded in 2016 that designs and sells nursing and pumping-friendly athletic apparel for active mothers. Its core product is a portfolio of specialty sports bras — including the Chloe (running), Venice (high-support full-coverage), Oceane (medium-support), Maeve (sewn-in cups), Capucine (high-neck), Lucie (HIIT), and Ella Second Skin (light-support) series — engineered with dual nursing and hands-free pumping access compatible with Elvie and Medela wearable breast pumps. The bras are constructed with sweat-wicking performance fabrics and engineered to support full bust sizes (A-G cup range), addressing a fit gap that general athletic apparel brands do not serve. The product line extends into nursing tops, postpartum bottoms (leggings, shorts, pants), and dresses/jumpsuits, with an 'Elevated Layers' sub-line using organic premium fabrics.
The company operates a Shopify-based DTC storefront with no retail presence and no wholesale channel; products are priced at $39-$66 with free shipping above $100, bundle promotions, and a sale/discount layer offering 10-50% off. Go-to-market is community-driven: heavy organic social presence across Instagram, TikTok, Facebook, Pinterest, and YouTube, supplemented by a brand ambassador program, an Awin affiliate program, the 'The Shift' editorial blog, and earned media placements in Vogue, Motherly, and ScaryMommy. The company is privately held, women-led, and minority-owned, with a stated 1-10 person team, no disclosed funding rounds, and a cumulative base of 500,000+ customers and 2,265+ verified reviews averaging 4.65 stars. Founder Lucy L. Chalmeton serves as Founder and Chief Creative Officer.
Sweat & Milk firmographics
Firmographics- Name
- Sweat & Milk
- Legal name
- Sweat & Milk
- Website
- https://sweatandmilk.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sweat & Milk is a Santa Monica-based direct-to-consumer brand designing nursing and hands-free pumping sports bras and postpartum activewear for active mothers, sold exclusively through its own Shopify storefront with a niche specialization in full-bust and pump-compatible athletic apparel.
- Ownership category
- akta.pro rank
Sweat & Milk industry classification
Industry- Product category
- Maternity and Postpartum Activewear
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)
- akta.pro secondary industries
- Maternity & Nursing Intimates (CRAAAIAH), Running & Endurance Wear (CRAAAEAD), Athletic / Performance & Activewear Brands (CRAAAAAD)
Keywords
Where Sweat & Milk is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Markets served
Sweat & Milk business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model for athletic apparel including nursing sports bras, nursing tops, bottoms, and accessories sold through e-commerce storefront
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget-friendly nursing bras under $50 |
| Unit Pricing | Pay-as-you-go | Mid-range nursing sports bras $55-$66 |
| Unit Pricing | Pay-as-you-go | Premium/luxury nursing apparel |
| Unit Pricing | Pay-as-you-go | Sale items with discounts 10-50% off |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels10 records
Sweat & Milk product offering
Product offeringCore offering
Sweat & Milk designs and sells direct-to-consumer maternity and postpartum activewear, with a core focus on nursing and hands-free pumping sports bras engineered for high-impact workouts. The product line spans nursing sports bras across multiple support levels (light, medium, high impact), nursing tops, postpartum bottoms, and dresses/jumpsuits, all featuring discreet nursing access and compatibility with wearable breast pumps (Elvie, Medela). The brand targets active mothers from pregnancy through postpartum and sells exclusively through its owned Shopify e-commerce website.
Product overview
Sweat & Milk is a maternity and postpartum activewear brand offering a comprehensive portfolio of nursing and pumping-friendly apparel. The core product line consists of specialized nursing sports bras across multiple series (Chloe, Venice, Oceane, Maeve, Capucine, Lucie, Ella) categorized by support level (high, medium, light impact) and functionality (running, HIIT, everyday). All bras feature dual nursing and hands-free pumping access compatible with wearable breast pumps like Elvie and Medela. The brand complements its bra collection with nursing tops (hoodies, tees, tanks), postpartum bottoms (leggings, shorts, pants), and dresses/jumpsuits—all designed for the motherhood journey from pregnancy through nursing and postpartum recovery.
Differentiator
Problem solved
Functional benefit
Products and services
- Chloe Series Nursing Sports Bras (Chloe 2, 3, 4) High-impact running nursing sports bras with strappy back design, dual nursing and hands-free pumping access, for B-G cup sizes with adjustable straps and sweat-wicking performance fabric.
- Venice Series Nursing & Pumping Sports Bras (Venice 1, 3, 5) Ultimate support full-coverage nursing and pumping sports bras for high-impact activities, available in A-G cup sizes with clip-down nursing access and wearable pump compatibility.
- Oceane Series Nursing & Pumping Sports Bras (Oceane 2, 4) Medium-support nursing sports bras with optional hands-free pumping capability; Oceane 4 offers dual nursing and pumping access while Oceane 2 is nursing-only.
- Maeve Run Times Sewn-In Cups Nursing & Pumping Sports Bra Sewn-in cups nursing and pumping sports bra with high-impact support, ribbed fabric construction, and full-bust support for active mothers.
- Capucine 2 High-Neck Nursing & Pumping Sports Bra High-neck, high-support nursing and hands-free pumping sports bra with scalloped design details and full-coverage silhouette.
- Lucie HIIT High-Impact Nursing Sports Bra High-impact HIIT nursing sports bra with scalloped edge design, engineered for intense workouts while providing nursing functionality.
- Ella Second Skin Light Support Nursing Bras (Original, Bloom) Light-support seamless second-skin nursing bras designed for everyday wear and compatibility with wearable breast pumps, featuring ultra-soft fabric and jelly-strip technology.
- Nursing Tops (Hoodies, Sweatshirts, Long Sleeve Tees, Short Sleeves, Tanks) Elevated nursing layers including hoodies, sweatshirts, long sleeve tees, and short sleeves/tanks with discreet nursing access, designed for organic comfort during movement and rest.
- Postpartum Bottoms (Leggings, Shorts, Pants) Postpartum bottoms including sculpting high-waisted leggings, shorts, and pants designed to support and hold while accommodating postpartum bodies.
- Dresses & Jumpsuits Coordinated lounge and movement-ready dresses and jumpsuits with nursing-friendly designs for everyday wear.
Quantifiable outcome
- 4.65 star average rating from 2,265+ verified reviews
- +1 more outcomes
Companies that use Sweat & Milk
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Sweat & Milk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
Sweat & Milk partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sweat & Milk competitors and assessment
Company assessmentDirect peers
- Hatch: Hatch is a premium maternity brand offering apparel spanning pregnancy through postpartum. It is comparable to Sweat & Milk on the maternity customer persona and DTC premium positioning, though Hatch leans more fashion than athletic.
- Storq: Storq is a DTC maternity essentials brand focused on simple, well-fitting basics for pregnancy and postpartum. It overlaps with Sweat & Milk on the same core customer (expectant/postpartum mothers) and DTC go-to-market approach.
- Kindred Bravely: Kindred Bravely is a leading DTC maternity and nursing apparel brand offering bras, tops, and loungewear for pregnancy and postpartum. It is comparable to Sweat & Milk as a digitally native maternity/nursing brand targeting similar customers with a broader category mix.
- Boob Design: Boob Design is a Swedish nursing and maternity apparel brand offering nursing sports bras, loungewear, and everyday wear. It is highly comparable as a design-led European peer focused on the same nursing/active mother segment.
- Cake Maternity: Cake Maternity is a nursing sports bra specialist offering high-impact and activewear bras designed for breastfeeding mothers. It competes most directly with Sweat & Milk on the core nursing/pumping sports bra SKU and the active-mother persona.
- Bravado Designs: Bravado Designs is one of the original nursing bra brands, offering a broad portfolio of nursing and maternity bras and now owned by Medela. It overlaps with Sweat & Milk on nursing bra functionality and on integration with Medela pumps.
- Latched Mama: Latched Mama is a small-batch maternity and nursing apparel brand with strong sustainability positioning. It is comparable to Sweat & Milk as a DTC nursing apparel brand focused on organic and ethically produced pieces for active and conscious mothers.
Broad incumbents
- Lululemon: Lululemon is the dominant women's athletic apparel brand and offers a growing line of maternity and nursing-compatible sports bras. It is the broad incumbent Sweat & Milk is implicitly benchmarked against via the 'Lulu for moms' framing, with vastly greater scale and R&D.
- Athleta: Athleta (a Gap Inc. brand) is a women's performance apparel retailer with an established activewear portfolio and maternity-inclusive sizing. It is comparable as a broader women's activewear incumbent serving many of the same workout-focused female consumers.
- Nike: Nike is the global athletic apparel leader with an extensive women's sports bra line and maternity-inclusive offerings. It represents the ultimate scale incumbent whose entry or expansion into nursing/pumping athletic wear would be the largest competitive risk.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Sweat & Milk social profiles
Digital presenceSweat & Milk financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sweat & Milk leadership team
Management profileNumber of profiles
Profiles1 record
Sweat & Milk funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sweat & Milk 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 Sweat & Milk
What does Sweat & Milk do?
Sweat & Milk designs and sells direct-to-consumer maternity and postpartum activewear, with a core focus on nursing and hands-free pumping sports bras engineered for high-impact workouts. The product line spans nursing sports bras across multiple support levels (light, medium, high impact), nursing tops, postpartum bottoms, and dresses/jumpsuits, all featuring discreet nursing access and compatibility with wearable breast pumps (Elvie, Medela). The brand targets active mothers from pregnancy through postpartum and sells exclusively through its owned Shopify e-commerce website.
Is Sweat & Milk a public or private company?
Sweat & Milk is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sweat & Milk founded?
Sweat & Milk was founded in 2016. It employs 1 to 10 people.
Where is Sweat & Milk based?
Sweat & Milk is headquartered in Santa Monica, United States, in the North America region.
How does Sweat & Milk make money?
One revenue line is on record: direct Product Sales.
Who are Sweat & Milk's main competitors?
Direct peers on record are Hatch, Storq, Kindred Bravely, Boob Design, Cake Maternity, Bravado Designs and Latched Mama. Broad incumbents are Lululemon, Athleta and Nike.
Does Sweat & Milk have an API?
No public API is recorded for Sweat & Milk.
What industry is Sweat & Milk in?
Sweat & Milk's product category is Maternity and Postpartum Activewear. Its primary akta.pro industry code is CRAAAHAL, Maternity & Nursing Wear (Moms-to-be), with a secondary code of CRAAAIAH, Maternity & Nursing Intimates. Its NAICS code is 45811 and its SIC code is 2340.