Lumama

What Lumama does

Lumama, doing business as MammaEase, is a privately held consumer products company founded in 2017 by Jenelle Zingg and headquartered in Cardiff, California. The company designs, markets, and sells warming and vibrating lactation massagers under the Lumama brand, targeting breastfeeding and pumping mothers who face common challenges including clogged ducts, mastitis, engorgement, slow letdown, and latch difficulties. Its product portfolio comprises the Lumama Pro Warming Lactation Massager (priced at $69.98), the entry-tier Blush and Leche massagers ($34.99-$35.99), and the Elara Hand Pump & Milk Collector ($18.99), available individually and as a Pro+Elara bundle. Devices feature multi-speed vibration, warming for tissue softening, waterproof construction for shower/bath use, USB rechargeable batteries, and a compact form factor sized to fit inside a pumping bra.

The business operates a direct-to-consumer model on a Shopify-powered storefront (mammaease.com), augmented by a wholesale/distributor channel for boutique placement, an affiliate program on GoAffPro, and a content-driven community layer via the 'Motherhood Unfiltered' blog and active social presence on TikTok, Instagram, Pinterest, YouTube, and Facebook. Revenue is generated solely through one-time hardware sales with no disclosed subscription or consumable recurring stream. Geographic reach extends worldwide, with free shipping limited to the USA and multi-language site support covering English, Spanish, Indonesian, and Simplified Chinese. The team is small (1-10 employees), privately funded with no disclosed institutional investment, and the company self-describes as being in its 'first trimester,' indicating an early-stage operation that is actively broadening its product line and channel footprint.

Name

Lumama

Legal name

MammaEase

Website

https://mammaease.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Lumama (MammaEase) is a founder-led, direct-to-consumer consumer products company that designs and sells warming and vibrating lactation massagers and a companion hand pump to breastfeeding and pumping mothers, primarily through its Shopify storefront, wholesale partners, and affiliates.

Ownership category

akta.pro rank

Product category

Breastfeeding Support Devices

NAICS

Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Lactation massagers
• Breastfeeding support tools
• Warming breast massagers
• Milk expression devices
• Postpartum recovery products

Headquarters

HQ city

Cardiff By The Sea

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time hardware sales of lactation massager devices and accessory bundles. Individual product purchases as well as bundle deals combining massagers with hand pumps. No recurring subscription or consumable revenue streams currently visible.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Lumama designs, manufactures and sells a line of warming and vibrating lactation massagers (Lumama Pro, Blush Lumama, Leche Lumama) and a hand pump/milk collector (Lumama Elara) intended to relieve clogged ducts, prevent and treat mastitis, ease engorgement, improve milk flow and letdown, and reduce pumping time for breastfeeding mothers. Products are sold one-time as standalone devices or bundled, primarily through the company's owned Shopify storefront with wholesale/distributor and affiliate channels supporting retail placement.

Product overview

MammaEase offers the Lumama line of lactation support tools, which consists of warming and vibrating breast massagers designed by a breastfeeding mom for breastfeeding moms. The product line includes the Lumama Pro Warming Lactation Massager (the premium flagship product with warming and vibration features), the Blush Lumama Lactation Massager, and the Leche Lumama Lactation Massager, along with the Elara Hand Pump & Milk Collector as a complementary product. Bundles combining the massager with the hand pump are also available. All Lumama massagers are designed to help relieve clogged ducts, prevent and treat mastitis, relieve engorgement, improve milk flow, and reduce pumping time.

Differentiator

Problem solved

Functional benefit

Brands

• Lumama Pro: Warming lactation massager with heating and vibration features designed for breastfeeding support, relieving clogged ducts, mastitis prevention, and engorgement relief.
• Lumama Elara
• Blush Lumama
• Leche Lumama

Products and services

• Lumama Pro Warming Lactation Massager Premium flagship lactation massager combining warming and multi-speed vibration, with waterproof construction, USB charging, and quiet operation; designed for breastfeeding mothers to relieve clogged ducts, stimulate letdown, increase milk flow, prevent mastitis, and ease engorgement.
• Blush Lumama Lactation Massager Standard lactation massager in a blush pink color variant, designed to relieve mastitis, clogged ducts and engorgement for breastfeeding mothers.
• Leche Lumama Lactation Massager Standard lactation massager in a light gray (Leche) color variant, intended for engorgement relief and improved milk flow during breastfeeding.
• Lumama Elara Hand Pump & Milk Collector Manual hand pump and milk collector designed to relieve breast engorgement and catch milk during breastfeeding sessions; usable on its own or alongside any Lumama massager.
• Lumama Pro Warming Lactation Massager & Elara Hand Pump Bundle Bundled package pairing the Lumama Pro Warming Lactation Massager with the Elara Hand Pump / Milk Collector as a complete lactation support solution at a discounted bundle price.

Quantifiable outcome

• Multiple lactation consultants and birth workers endorse the product including Bridget Teyler (Lamaze/Donna Doula) and Julie Matheney (IBCLC)
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Frida Mom: Frida Mom is a direct competitor in the maternal/postpartum care category, offering a broad product line of breastfeeding, recovery, and baby care products. Both brands target new mothers through DTC e-commerce and community-driven content marketing.
• Momcozy: Momcozy is a rapidly growing maternal and baby care brand offering breast pumps, nursing accessories, and baby products. Both companies compete in the modern breastfeeding accessories category with global e-commerce presence.
• Bamboobies: Bamboobies specializes in breastfeeding essentials including nursing pads, breast therapy packs, and lactation accessories. Both brands target breastfeeding mothers with focused product lines and DTC-driven marketing.
• Haakaa: Haakaa is a global breastfeeding accessory brand offering silicone breast pumps, milk collectors, and lactation aids. Both companies sell complementary breastfeeding tools through DTC channels with international shipping.
• Elvie: Elvie is a maternal tech brand offering wearable breast pumps and breastfeeding accessories with a focus on innovation and design. Both brands position around technology-enabled breastfeeding solutions targeting modern, design-conscious mothers.
• LaVie: LaVie is the most directly comparable competitor, offering lactation massagers with warming and vibration features targeting the same breastfeeding pain points (clogged ducts, engorgement, mastitis). Both companies compete head-to-head in the same niche with similar price points.

Broad incumbents

• Munchkin: Munchkin is a large established baby products brand with broad distribution in retail and online channels. They sell various feeding and infant care products that overlap with the broader maternal care category where Lumama competes.
• Lansinoh: Lansinoh is an established maternal care brand offering breast pumps, nipple creams, nursing pads, and breastfeeding accessories. They have broader retail distribution and longer market history but serve the same breastfeeding mother segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@lumamalactation2839
• Facebookfacebook.com/lumamalactationmassager
• Instagraminstagram.com/lumama_lactation_solutions
• TikToktiktok.com/@lumamalactationsolutions
• Pinterestpinterest.com/lumamalactation
• Xx.com/lumamalactation
• LinkedInlinkedin.com/company/mammaease-lumama-lactation-massager

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Lumama