CODDLE

What CODDLE does

CODDLE LLC is a US-based, founder-owned direct-to-consumer e-commerce brand selling plant-powered, herbalist-formulated postpartum care products to women in the fourth trimester. Founded by Ruth, a postpartum doula and mother who created the brand after her own C-section and postpartum recovery experience, the company sells through a Shopify-powered storefront at coddle.co, distributing a curated product line that includes herbal sitz baths, perineal balm, nipple balm, mother's milk tea, massage oil, and bundled kits priced from $24 (individual balms) to $169 (the Postpartum Recovery Kit with Guided Doula Preparation). The product technology centers on botanical ingredient formulations — Epsom salt, Himalayan pink salt, calendula, chamomile, lavender, rose petal, oatstraw, yarrow, and shepherd's purse — designed for perineal healing, breastfeeding comfort, and C-section scar care.

The business model is one-time DTC unit sales with no subscription or recurring component, supplemented by postpartum consultation services delivered personally by the founder. US shipping is free on standard delivery with paid expedited and rush tiers, and international flat-rate shipping is offered to Canada, Australia, and the UK at $50. Marketing is content-driven and organically acquired: the company maintains an extensive editorial property called 'After The Birthline' covering postpartum recovery phases, breastfeeding, C-section recovery, and nutrition, complemented by a weekly email newsletter, active Facebook/Pinterest/Instagram presence, and earned media coverage in Harper's Bazaar, Verywell Family, and Forbes.

Customer concentration is structurally low — the brand sells to individual mothers (and their gift-giving support networks) without enterprise, wholesale, or B2B channels. The company has no disclosed external funding, no parent company, and operates as a bootstrapped single-founder LLC. It has expanded beyond pure commerce into brand advocacy through a sponsorship of the NATAL (@natalstories) docuseries on Black maternal health, positioning the brand within a wider cultural conversation about postpartum under-preparation, which the company cites as affecting nearly 90% of new mothers.

Name

CODDLE

Legal name

CODDLE LLC

Website

https://coddle.co

Company type

Private

Operating status

Operating

Short description

CODDLE is a US-based, founder-owned direct-to-consumer e-commerce brand selling plant-powered, herbalist-formulated postpartum care products — sitz baths, balms, teas, and bundled kits — to new mothers during the fourth trimester, distributed via Shopify with international shipping to Canada, the UK, and Australia.

Ownership category

akta.pro rank

Product category

Postpartum Care Consumer Products

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Postpartum Feminine Care (CRABAIAL)

akta.pro secondary industries

Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ), Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

Keywords

• Postpartum care products
• Herbal sitz bath
• Perineal care after birth
• Breastfeeding comfort items
• Fourth trimester essentials

Headquarters

HQ city

Not specified

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

Revenue model

1. Direct Product Sales: CODDLE generates revenue through direct-to-consumer e-commerce sales of individual postpartum care products and curated recovery kits. Products are sold at fixed price points with free US shipping on orders over unspecified threshold, expedited and rush shipping options available. International shipping offered to Canada, Australia, UK and other regions at flat rates.
2. Postpartum Consultation Services: The company offers postpartum consultations with founder and postpartum doula Ruth, providing guided doula preparation sessions as part of certain recovery kit offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

CODDLE sells plant-powered, herbalist-formulated postpartum care products directly to consumers through its Shopify-powered online store. The core line includes curated recovery kits (Postpartum Essentials Kit at $102, Soreness Relief Kit at $72, Breastfeeding Essentials Kit at $42, Recovery Kit with Guided Doula Preparation at $169) and individual products such as Herbal Sitz Bath ($32), Perineal Balm ($24), Nipple Balm ($24), Mother's Milk Tea, and Postpartum Massage Oil. The brand was created by a postpartum doula and mother to address the gap where nearly 90% of women feel unprepared for the first six weeks after birth.

Product overview

CODDLE offers a plant-powered postpartum care product line designed for the fourth trimester. The core product portfolio includes several curated kits (Postpartum Essentials Kit at $102, Soreness Relief Kit at $72, Breastfeeding Essentials Kit at $42, and Postpartum Recovery Kit with Guided Doula Preparation at $169) alongside individual products such as Perineal Balm ($24), Nipple Balm ($24), Sitz Bath ($32), Mother's Milk Tea, and Postpartum Massage Oil. The company is powered by Shopify for e-commerce operations. CODDLE positions itself as created by a postpartum doula and mother, with products being plant-based, doula-approved, and free from synthetic fragrance.

Differentiator

Problem solved

Functional benefit

Products and services

• Postpartum Essentials Kit for Recovery, Relief & Support A comprehensive kit containing herbal sitz bath, mother's milk tea, massage oil, perineal balm, and nipple balm designed to support postpartum recovery. Priced at $102.00.
• Postpartum Soreness Relief Kit A targeted kit designed to address postpartum soreness and discomfort. Priced at $72.00.
• Breastfeeding Essentials Kit for Comfort & Confidence A kit designed to support breastfeeding mothers with essential comfort items. Priced at $42.00.
• Postpartum Recovery Kit with Guided Doula Preparation A comprehensive postpartum recovery kit that includes guided doula preparation support and consultation with founder Ruth. Priced at $169.00.
• Postpartum Sitz Bath for Perineal Healing After Birth Herbal sitz bath soak containing Epsom salt, pink Himalayan salt, calendula, chamomile, lavender flower, rose petal, oatstraw, yarrow, and shepherd's purse for perineal healing and comfort after vaginal birth. Priced at $32.00.
• Postpartum Perineal Balm - Soothing Cooling Relief After Birth Plant-based perineal balm for gentle care after birth, providing soothing and cooling relief for perineal healing. Priced at $24.00.
• Nipple Balm for Breastfeeding - Soothing Comfort Natural nipple balm designed for breastfeeding mothers to provide soothing comfort. Priced at $24.00.
• Mother's Milk Tea for Breastfeeding & Lactation Support Organic tea blend designed to support breastfeeding and lactation.
• Postpartum Massage & Body Oil for Recovery After Birth Body oil designed for postpartum massage and recovery support after birth.
• The First 30 Days: Postpartum Recovery & Baby Survival Plan A digital guide providing postpartum recovery guidance and baby survival information for the first 30 days after birth.

Quantifiable outcome

• Nearly 90% of women feel unprepared for the first six weeks after birth

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• NATAT (NAT Stories)coreGTM or Marketing PartnerCODDLE is a proud sponsor of NATAL (@natalstories), a docuseries about having a baby while Black in America. This partnership aligns with CODDLE's commitment to Black maternal health advocacy and supporting Black mothers who felt unheard and needed more than they received with healthcare and education. CODDLE supports NATAL's mission to raise awareness about Black maternal health disparities.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Legendairy Milk: Legendairy Milk focuses on lactation supplements and herbal blends for breastfeeding mothers. It is a direct peer in the herbal lactation space where CODDLE's Mother's Milk Tea competes.
• Daye: Daye is a DTC brand focused on vaginal and postpartum health, including perineal recovery and at-home products. It targets the same postpartum customer with a comparable product-plus-education positioning.
• Frida Mom: Frida Mom is the venture-backed category leader in postpartum recovery products (sitz bath, perineal care, cooling pads, hospital bags). It competes directly with CODDLE across the same purchase occasions with much broader retail distribution and marketing spend.
• Bamboobies: Bamboobies sells breastfeeding accessories including organic nipple balm and washable breast pads. It overlaps with CODDLE's nipple balm and breastfeeding essentials kit for new mothers.
• Motherlove Herbal Company: Motherlove sells herbal pregnancy and postpartum products including the well-known 'Mother's Milk' lactation tea. It directly overlaps with CODDLE's Mother's Milk Tea and broader herbal postpartum positioning.
• Earth Mama Organics: Earth Mama Organics sells plant-based, herbalist-formulated products for pregnancy, postpartum, and baby care, including herbal sitz baths, perineal sprays, and nipple balms. It is the closest direct competitor in formulation philosophy and ingredient positioning.

Broad incumbents

• Honest Company: Honest Company is a large CPG brand with baby and postpartum-adjacent products sold through mass retail. It represents the broader incumbent threat of well-funded CPG platforms expanding into the natural postpartum category.
• Lansinoh: Lansinoh is an established incumbent in breastfeeding and postpartum care (nipple cream, breast pads, sitz bath). It competes with CODDLE's nipple balm and breastfeeding kit, with much wider retail distribution and institutional presence in hospitals.

Emerging players

• Mahmee: Mahmee is a maternal health platform offering postpartum support services and products to new mothers, with explicit focus on Black maternal health outcomes — closely aligned with CODDLE's NATAL partnership and mission positioning.
• Mama Natural: Mama Natural operates a content-led natural parenting brand with affiliated product recommendations. It is comparable as a content-and-product hybrid competing for the same natural-minded postpartum mother's attention and wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/coddledotco
• Instagraminstagram.com/coddledotco
• Pinterestpinterest.com/coddledotco
• Xx.com/coddledotco

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 CODDLE