LilyPadz
LilyPadz is a private bootstrapped e-commerce company founded in 2003 in Cary, North Carolina. It sells patented reusable silicone nursing pads directly to breastfeeding mothers via its website and Amazon marketplace, having sold over 1 million pairs globally.
- Company typePrivate
- Founded2003
- HeadquartersCary, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What LilyPadz does
LilyPadz is a privately held, bootstrapped direct-to-consumer e-commerce company founded in 2003 and headquartered in Cary, North Carolina, operating under the legal entity Me & My Kidz, LLC (dba SimplyLily). Its flagship product is a reusable nursing pad built from 100% medical-grade silicone with a patented non-absorbent design that prevents breast milk leakage by applying gentle pressure on the nipple to form a fingertip-like seal, rather than absorbing moisture like traditional disposable pads. The product is sold in three configurations — Regular Size (cups A–D), Large Size (DD+), and Nude color — priced between $23.95 and $26.95 per pair, with double-pair bundles available.
The broader product line includes two accessories using adjacent silicone technology: LilyWash Silicone Cleanser ($7.95), formulated to maintain pad tackiness and extend product life, and C-Remedy Silicone Scar Therapy for postpartum scar care. Revenue is generated entirely through one-time product purchases with no subscription or recurring billing; products have a usable life of approximately two months with proper care, creating a soft repurchase cycle among nursing mothers. Distribution is split across the owned e-commerce storefront (lilypadz.com), Amazon marketplace listings with affiliate tagging and Baby Registry placement, an authorized Netherlands-based reseller (PrettyMum BV), and open wholesale inquiry channels for brick-and-mortar retailers.
Marketing is content-led, combining blog publishing, social media engagement on Facebook, Pinterest, Instagram, and similar platforms, and influencer/mom-blogger collaborations. The company has accumulated over 1 million pairs sold globally since 2003, holds a granted patent on the core nursing pad design, maintains registered trademarks for LilyPadz, LilyWash, and C-Remedy, and cites a clinical study supporting reduced risk of breastfeeding complications including mastitis, thrush, and duct clogging as a key credibility asset.
LilyPadz firmographics
Firmographics- Name
- LilyPadz
- Legal name
- Me & My Kidz, LLC®
- Website
- https://lilypadz.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Short description
- LilyPadz is a private bootstrapped e-commerce company founded in 2003 in Cary, North Carolina. It sells patented reusable silicone nursing pads directly to breastfeeding mothers via its website and Amazon marketplace, having sold over 1 million pairs globally.
- Ownership category
- akta.pro rank
Where LilyPadz is headquartered
LocationHeadquarters
- HQ city
- Cary
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LilyPadz business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Product sales: One-time purchase of reusable silicone nursing pads and related accessories. Products have a lifespan of up to 2 months with proper care, making them cost-effective compared to disposable alternatives.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | LilyPadz Nude (Single pair) |
| Unit Pricing | Pay-as-you-go | LilyPadz Regular Size (Single pair) |
| Unit Pricing | Pay-as-you-go | LilyPadz Regular Size Double Pair |
| Unit Pricing | Pay-as-you-go | LilyPadz Large Size (Single pair) |
| Unit Pricing | Pay-as-you-go | LilyPadz Large Size Double Pair |
| Unit Pricing | Pay-as-you-go | LilyWash Silicone Cleanser 1.58 Fl Oz |
| Unit Pricing | Pay-as-you-go | C-Remedy Silicone Scar Therapy |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
LilyPadz product offering
Product offeringCore offering
LilyPadz manufactures and sells reusable silicone nursing pads that prevent breast milk leakage through a patented, non-absorbent fingertip-like seal mechanism rather than absorbing milk. The product line includes Regular Size (cup sizes A-D) and Large Size (DD+) variants in clear and nude colors, complemented by LilyWash Silicone Cleanser and C-Remedy Silicone Scar Therapy. All core products are made from 100% medical-grade silicone and are supported by clinical evidence of reduced breastfeeding complications.
Product overview
LilyPadz is a single-product-focused company offering reusable silicone nursing pads that prevent breast milk leakage through a patented fingertip-like seal mechanism rather than absorption. The product line includes Regular Size (for A-D cup) and Large Size (for DD+ cup) variants, available in clear original and nude colors. Complementary products include the LilyWash Silicone Cleanser for pad maintenance and C-Remedy Silicone Scar Therapy for postpartum scar care. All core products are made from 100% medical grade silicone and are clinically proven to reduce breastfeeding complications.
Differentiator
Problem solved
Functional benefit
Products and services
- LilyPadz Nude Reusable silicone nursing pad in nude color priced at $26.95, made from 100% medical-grade silicone that prevents breast milk leakage by creating a gentle seal on the nipple rather than absorbing milk. Designed for breastfeeding mothers seeking a discreet, braless-wearable solution.
- LilyPadz Regular Size Standard-sized reusable silicone nursing pads for cup sizes A through D, available as a single pair ($23.95) or double pair ($41.95). Provides thin, discreet, breathable, self-adhering protection with no pad swapping required and no bra needed.
- LilyPadz Large Size Large-sized reusable silicone nursing pads for cup sizes DD or larger, available as a single pair ($24.95) or double pair ($42.95). Offers the same fingertip-like seal technology and prevention-based leak protection as the Regular Size.
- LilyWash Silicone Cleanser Specially formulated 1.58 fl oz silicone cleanser priced at $7.95, designed to maintain the tackiness and extend the life of LilyPadz silicone nursing pads through daily washing.
- C-Remedy Silicone Scar Therapy Silicone-based scar therapy product priced at $24.95, designed to support C-section recovery and healing, leveraging silicone technology similar to the company's nursing pad line.
Quantifiable outcome
- Cost savings of nearly $40/month compared to disposable nursing pads
- +1 more outcomes
Companies that use LilyPadz
Customer profileSegments2 records
Ideal customer profiles2 records
LilyPadz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
LilyPadz partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- The Baby Box CompanyminorStarting April 2015, LilyPadz partnered with The Baby Box Company to offer breastfeeding mothers special promotional codes for 20% off purchases on lilypadz.spinmodern.co/. All orders over $20 qualified for free shipping. The Baby Box Company provides expecting mothers with baby supplies boxes inspired by Finnish government tradition, with portion of proceeds supporting mothers in need.
- PrettyMum BVminorAuthorized international retailer located in Berkhout, The Netherlands. Distributes LilyPadz and other products to customers in the Netherlands. Contact: [email protected], Tel/Fax: 020-7720107.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
LilyPadz competitors and assessment
Company assessmentBroad incumbents
- Medela: Medela is the dominant incumbent in breastfeeding accessories, offering breast pumps, disposable nursing pads, and lactation products. Their disposable nursing pads directly compete for the same breastfeeding mother demographic.
- Philips Avent: Philips Avent offers a broad baby feeding product line including disposable nursing pads, breast pumps, and bottles. They are an established global competitor in the breastfeeding accessory space.
- NUK: NUK is a long-established baby products brand offering nursing pads, pacifiers, and feeding accessories. They compete in the same breastfeeding leak-protection category as a major global brand.
- Lansinoh: Lansinoh is a major breastfeeding accessory brand offering disposable nursing pads, creams, and pumps. Their disposable pads compete in the same leak-protection category as LilyPadz.
- Munchkin: Munchkin is a broad baby products company offering feeding accessories and maternal products, with overlapping distribution in baby retail and e-commerce channels.
- Evenflo: Evenflo offers a broad baby product portfolio including nursing pads, breast pumps, and feeding accessories as part of their feeding category lineup.
Emerging players
- Frida (Frida Mom): Frida Mom sells postpartum and maternal care products including nursing pads and recovery items. They are a fast-growing DTC competitor in the modern maternal care category.
- Kindred Bravely: Kindred Bravely specializes in nursing bras and breastfeeding accessories including washable nursing pads, serving the same breastfeeding mother demographic with a DTC-forward model.
Direct peers
- Haakaa: Haakaa sells silicone-based breastfeeding accessories including silicone breast pumps and related products, overlapping with LilyPadz's silicone material expertise and breastfeeding mother target market.
- Bamboobies: Bamboobies sells reusable washable nursing pads made from bamboo and other fabrics, directly competing with LilyPadz in the reusable nursing pad category for breastfeeding mothers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
LilyPadz social profiles
Digital presenceLilyPadz compliance and trust
Trust signalCompliance1 record
LilyPadz financial estimates
Financial estimateRevenue estimate
Valuation estimate
LilyPadz leadership team
Management profileNumber of profiles
Profiles1 record
LilyPadz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LilyPadz 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 LilyPadz
What does LilyPadz do?
LilyPadz manufactures and sells reusable silicone nursing pads that prevent breast milk leakage through a patented, non-absorbent fingertip-like seal mechanism rather than absorbing milk. The product line includes Regular Size (cup sizes A-D) and Large Size (DD+) variants in clear and nude colors, complemented by LilyWash Silicone Cleanser and C-Remedy Silicone Scar Therapy. All core products are made from 100% medical-grade silicone and are supported by clinical evidence of reduced breastfeeding complications.
Is LilyPadz a public or private company?
LilyPadz is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LilyPadz founded?
LilyPadz was founded in 2003.
Where is LilyPadz based?
LilyPadz is headquartered in Cary, United States, in the North America region.
How does LilyPadz make money?
One revenue line is on record: product sales.
Who are LilyPadz's main competitors?
Broad incumbents on record are Medela, Philips Avent, NUK, Lansinoh, Munchkin and Evenflo. Emerging players are Frida (Frida Mom) and Kindred Bravely. Direct peers are Haakaa and Bamboobies.
Does LilyPadz have an API?
No public API is recorded for LilyPadz.