Kidsmed

What Kidsmed does

Kidsmed OÜ is an Estonian privately held e-commerce retailer founded by two young entrepreneurs, Mariliis and Sander, originally motivated by the unavailability of a specific health product after the birth of their first child. The company curates and distributes a multi-category catalog spanning home-use medical devices (notably Nosiboo nasal aspirators, Kidsmed-branded mesh nebulizers and thermometers, and the Emy pelvic floor trainer), maternity and breastfeeding products (Lola&Lykke breast pumps, pregnancy and postpartum support belts, Depofarma Silver Cap nipple shields), a broad health supplement line (Proceive fertility/trimester/breastfeeding vitamins, Menoelle menopause support, Whole brand lozenges, iron syrups), and pharmacy cosmetics (ELAVE and OVELLE skincare for sensitive skin). The business runs on a Magento-based storefront with multi-language support (Estonian, Russian, Finnish, Latvian, Lithuanian) across country-specific domains for Estonia, Latvia, Lithuania, and Finland, and distributes selected SKUs through Estonia's four major pharmacy chains (Apotheka, BENU, Südameapteek, Euroapteek). The company monetizes through one-time retail unit sales (priced €2–€285) plus wholesale to pharmacy partners, with free shipping above €19 and optional Inbank installment payment for higher-ticket items; the Estonian warehouse/distribution center is in Vaela, Kiili vald. Kidsmed is bootstrapped and founder-owned, holds the 2022 Estonian Gasell (Gazelle) growth title, and carries multiple Estonian trust certifications (E-Commerce Union Secure Shopping, Infopank Trusted Company 2025, Creditors' Union Secure Partner).

Name

Kidsmed

Legal name

Kidsmed OÜ

Website

https://kidsmed.ee

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Kidsmed is an Estonian e-commerce retailer that curates and sells pediatric medical devices, maternity and breastfeeding products, women's health supplements, and pharmacy cosmetics to families across Estonia, Latvia, Lithuania, and Finland via country-specific storefronts and pharmacy chain distribution.

Ownership category

akta.pro rank

Product category

Pediatric Medical Devices and Family Wellness Retail

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Food (Health) Supplement Retailers (456191)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro industry

PRIMARYCRABAJAI

Kids Skincare (Moisturizers, Sensitive Skin)

Consumer Products & Retail/Beauty & Personal Care/Baby & Child Personal Care

SECONDARYCRADAGAJ

Children’s Vitamins & Supplements

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Vitamins, Supplements & Sports Nutrition

Keywords

• Pediatric medical devices
• Maternity health products
• Pregnancy supplements
• Pharmacy cosmetics
• Family wellness retail

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct online sales of health products and medical devices to consumers through owned e-commerce storefronts across multiple country domains (.ee, .lt, .lv, .fi). Products include nasal aspirators, breast pumps, pregnancy supplements, pharmacy cosmetics, and health monitoring devices.
2. Wholesale to Pharmacies: Distribution of selected products through pharmacy chains across Estonia including Apotheka, BENU, Südameapteek and Euroapteek.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Kidsmed is an Estonian e-commerce retailer that curates and sells pediatric medical devices (nasal aspirators, thermometers, nebulizers, pelvic floor trainers), maternity and breastfeeding products (breast pumps, pregnancy support belts, postpartum belts, nipple shields), health supplements (prenatal vitamins, fertility support, menopause support, iron syrup, micronutrient lozenges), and pharmacy-grade cosmetics directly to families through its own online stores across Estonia, Latvia, Lithuania, and Finland. The company also distributes selected products through major Estonian pharmacy chains including Apotheka, BENU, Südameapteek, and Euroapteek.

Product overview

Kidsmed is an Estonian e-commerce company operating a multi-category online store specializing in medical devices, health products, maternity products, and pharmacy cosmetics for families. The product portfolio includes: (1) Medical Devices — Nosiboo nasal aspirators (GO, PRO, ECO variants), Kidsmed MeshPlus inhaler, Kidsmed TermoPlus contactless thermometer, Kidsmed Thermomed digital thermometer, Emy pelvic floor trainer, and salt inhaler; (2) Maternity & Breastfeeding Products — Lola&Lykke electric and wireless breast pumps, pregnancy support belts, postpartum support belts, Silver Cap nipple shields, and breastfeeding accessories; (3) Health Supplements — Proceive pregnancy vitamins (Trimester 1/2/3), Proceive fertility supplements (Max Men/Women, Men/Women), Proceive breastfeeding, Proceive myo-inositol, Menoelle menopause support (Plus, Night Intense), Iromed iron syrup, Echinacea syrup, Whole melatonin/vitamin D3/Zinc supplements, Biotransit, Immunovag, breastfeeding tea; (4) Pharmacy Cosmetics — ELAVE skincare line (day creams, night creams, cleansers, SPF products), OVELLE products (calamine cream, zinc ointment, coconut oil); and (5) Hygiene Products — hand disinfectant, saline solution, Pulmotin baby balm. The company also offers physical products like perineum massage sticks and oil. All products are sold primarily through the Kidsmed e-commerce platform with physical distribution through Estonian pharmacies (Apotheka, BENU, Südameapteek, Euroapteek) and delivery via Smartpost, Omniva, and Venipak parcel machines.

Differentiator

Problem solved

Functional benefit

Products and services

• Nosiboo PRO Nasal Aspirator Electric nasal aspirator with adjustable suction designed for clearing nasal congestion in infants and young children, featuring a hygienic design.
• Nosiboo GO Nasal Aspirator Portable electric nasal aspirator designed for clearing infant nasal congestion while traveling or away from home.
• Nosiboo ECO Nasal Aspirator Manual nasal aspirator for gentle relief of infant nasal congestion, designed for parents seeking a non-electric option.
• Kidsmed MeshPlus Inhaler Own-brand mesh nebulizer for respiratory treatment, suitable for both children and adults for at-home use.
• Kidsmed TermoPlus Contactless Infrared Thermometer Own-brand non-contact infrared thermometer for fast and hygienic body temperature measurement.
• Kidsmed Thermomed Digital Thermometer Own-brand digital fever thermometer for body temperature measurement.
• Emy Pelvic Floor Trainer Smart pelvic floor muscle training device for strengthening muscles and addressing urinary incontinence, distributed in partnership with Emy (Fizimed).
• Kidsmed Physiological Saline Solution Own-brand sterile saline solution for nasal irrigation, eye cleaning, ear washing, and wound cleaning.
• Salt Inhaler Salt therapy inhaler device for respiratory relief using natural salt inhalation.
• Lola&Lykke Electric Breast Pump Electric breast pump from Lola&Lykke designed for comfort and efficiency during breastfeeding, distributed by Kidsmed.
• Lola&Lykke Bloome Wireless Breast Pump Portable, cordless electric breast pump from Lola&Lykke for discreet pumping on the go.
• Lola&Lykke Manual Breast Pump Manual breast pump from Lola&Lykke designed for occasional or travel use.
• Lola&Lykke Pregnancy Support Belt Ergonomic pregnancy support belt from Lola&Lykke, developed with physiotherapists to reduce pressure on back, pelvis, and bladder during pregnancy.
• Lola&Lykke Postpartum Support Belt Postpartum recovery belt from Lola&Lykke supporting pelvic floor muscles and ligaments for natural recovery after childbirth.
• Silver Cap Nipple Shields Medical-grade silver nipple shields from Depofarma for nursing mothers.
• Proceive Pregnancy Trimester 1 Proceive trimester-specific prenatal vitamins designed for first trimester nutritional needs.
• Proceive Pregnancy Trimester 2 Proceive trimester-specific prenatal vitamins designed for second trimester nutritional needs.
• Proceive Pregnancy Trimester 3 Proceive trimester-specific prenatal vitamins designed for third trimester nutritional needs.
• Proceive Max Women Fertility Support Proceive fertility support supplement for women trying to conceive.
• Proceive Max Men Fertility Support Proceive fertility support supplement for men to improve reproductive health.
• Proceive Women Fertility Support Proceive fertility supplement designed to support women's reproductive health.
• Proceive Men Fertility Support Proceive fertility supplement designed to support men's reproductive health.
• Proceive Breastfeeding Supplement Proceive postnatal supplement supporting breastfeeding mothers with essential nutrients.
• Proceive Myo-Inositol Proceive Myo-inositol supplement for fertility support.
• Menoelle Plus Menopause Support Hormone-free supplement for menopause symptom relief including hot flashes, insomnia, and mood changes.
• Menoelle Night Intense Menopause Sleep Support Night-time supplement for improved sleep quality during menopause.
• Iromed Iron Syrup for Children Iron supplement syrup designed for children's nutritional needs.
• Whole Melatonin Lozenges Whole brand melatonin supplement in lozenge form for sleep support.
• Whole Vitamin D3 Lozenges Whole brand vitamin D3 supplement in lozenge form for immune and bone health.
• Whole Zinc and Vitamin C Lozenges Whole brand combined zinc and vitamin C supplement for immune support.
• Whole Vitamin D3 Spray Whole brand vitamin D3 in spray form for supporting immune system function and bone health, suitable for babies.
• Echinacea Syrup with Vitamin C Echinacea syrup with vitamin C for immune support, particularly for children.
• Calendula Tincture Calendula tincture for various wellness applications including umbilical cord care.
• Biotransit Digestive Support Supplement designed to support healthy digestion.
• Pulmotin Baby Balm Balm specially developed for infants and children for cold relief and respiratory support.
• Emorsan Rectum Cream Topical treatment for hemorrhoid symptom relief.
• Emorsan Fleb Oral Hemorrhoid Relief Oral supplement for hemorrhoid symptom relief.
• Emorsan Gel Hemorrhoid Relief Gel formulation for hemorrhoid symptom relief.
• Immunovag Product for relieving symptoms of vulvovaginitis.
• Perineum Massage Stick Massage tool for perineum preparation during pregnancy.
• Perineum Massage Oil Massage oil for perineum preparation during pregnancy.
• Breastfeeding Tea Herbal tea to support breast milk production during breastfeeding, made with organic ingredients.
• ELAVE Day Cream SPF 45 ELAVE daily facial moisturizer with SPF 45 protection for sensitive skin.
• ELAVE Deep Moisturizing Salve ELAVE intensive moisturizing treatment for dry and sensitive skin.
• ELAVE After-Sun Cooling Cream ELAVE cooling cream for soothing skin after sun exposure.
• ELAVE Night Cream No. 419 ELAVE night cream for moisturizing and regenerating dry, sensitive skin.
• ELAVE Regenerating Cleansing Gel No. 414 ELAVE anti-aging facial cleanser for gentle skin renewal.
• ELAVE Tinted Day Cream SPF 50 ELAVE tinted daily moisturizer with high SPF protection for facial skin.
• ELAVE Balancing Facial Cleanser No. 214 ELAVE balancing gel cleanser for daily facial cleansing.
• ELAVE Intensive Cream ELAVE intensive cream for very dry and problematic skin areas.
• OVELLE Calamine Cream OVELLE calamine cream for relieving skin irritation and itching.
• OVELLE Cooling and Moisturizing Cream OVELLE soothing cream for cooling and hydrating dry or irritated skin.
• OVELLE Coconut Oil OVELLE pure coconut oil for skin moisturizing and care.
• OVELLE Zinc Ointment OVELLE zinc-based ointment for skin protection and irritation relief.
• Kidsmed Hand Disinfectant Own-brand hand sanitizer for personal hygiene and germ protection.
• Kidsmed Gift Card Gift card for purchasing Kidsmed products, suitable as a gift for new mothers and families.

Quantifiable outcome

• Products are clinically proven and many are award winners

Named customers3 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

Partnerships

16 partnerships are on record, tiered core and minor.

• ApothekacoreChannel Partner/ Reseller/ DistributorPharmacy chain partnership for distribution of Kidsmed products across Estonia. Apotheka carries a selection of Kidsmed health products and medical devices.
• BENU ApteekcoreChannel Partner/ Reseller/ DistributorMajor Estonian pharmacy chain distributing selected Kidsmed products including health supplements and medical devices.
• SüdameapteekcoreChannel Partner/ Reseller/ DistributorEstonian pharmacy chain partner offering Kidsmed products to customers across Estonia.
• EuroapteekcoreChannel Partner/ Reseller/ DistributorPharmacy distribution partner making Kidsmed products available to customers throughout Estonia.
• Itella SmartpostcoreOthersParcel locker network partner for order delivery across Estonia. Orders over €19 ship free via Smartpost.
• OmnivacoreOthersBaltic parcel locker operator providing delivery services for Kidsmed orders in Estonia and Latvia.
• VenipakminorOthersParcel delivery service provider offering alternative delivery option to Kidsmed customers.
• InbankminorOthersProvides flexible installment payment options for Kidsmed customers purchasing products on credit.
• NosiboocoreChannel Partner/ Reseller/ DistributorExclusive distributor of Nosiboo nasal aspirators (electric nasal aspirators for children) in Estonia. Products include Nosiboo PRO, Nosiboo GO, and Nosiboo ECO models.
• Lola&LykkecoreChannel Partner/ Reseller/ DistributorDistributor of Lola&Lykke breastfeeding and pregnancy products including electric breast pumps, pregnancy support belts, postpartum belts, and breastfeeding accessories.
• ProceivecoreChannel Partner/ Reseller/ DistributorDistributor of Proceive fertility, pregnancy, and breastfeeding supplements including trimester-specific pregnancy vitamins.
• Depofarma (Silver Cap)coreChannel Partner/ Reseller/ DistributorDistributor of Depofarma Silver Cap medical silver nipple shields for breastfeeding mothers.
• Emy (Fizimed)coreChannel Partner/ Reseller/ DistributorDistributor of Emy smart pelvic floor trainer - an innovative device for pelvic floor muscle strengthening and urinary incontinence treatment.
• ElavecoreChannel Partner/ Reseller/ DistributorDistributor of Elave pharmacy cosmetics - skincare products specifically formulated for dry and sensitive skin, from babies to adults.
• WholecoreChannel Partner/ Reseller/ DistributorDistributor of Whole brand health supplements including melatonin, vitamin D3, zinc with vitamin C, and other micronutrient pastilles.
• SterimarcoreChannel Partner/ Reseller/ DistributorDistributor of Sterimar nasal spray products for nasal hygiene and sinus care.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BENU Apteek: Pan-European pharmacy chain with a strong Estonian footprint and Kidsmed distribution partner. Comparable as a large incumbent in the retail distribution of medical devices, supplements, and pharmacy cosmetics — categories overlapping heavily with Kidsmed's assortment.
• Apotheka: One of Estonia's largest pharmacy chains and a Kidsmed distribution partner. Comparable as a broader health-and-personal-care retailer with both offline pharmacy and growing online channel, representing both an enabler and a potential competitive incumbent for the same product categories Kidsmed stocks.
• Amazon EU Baby Store: Pan-European Amazon marketplace categories for baby, maternal, and personal-care products. Comparable as a broad incumbent that competes for the same end-customer purchases across categories Kidsmed serves (thermometers, breast pumps, supplements, pharmacy cosmetics), representing a structural ceiling on pricing and assortment control.
• Notino: Europe's largest online beauty, health, and personal-care retailer operating across 25+ countries. Comparable to Kidsmed in the pharmacy cosmetics and health-supplement segments as a multi-country e-commerce distributor of multi-brand personal-care assortments, though operating at a much larger scale.

Direct peers

• Kidsroom.de: German online specialty retailer for baby and children's products with a wide assortment of branded goods including strollers, car seats, and health-related items. Directly comparable to Kidsmed as a multi-category family/baby e-commerce specialist relying on third-party premium brands.
• Windeln.de: Former leading European online retailer for baby and family products, now operating with a reduced footprint after restructuring. Directly comparable as a multi-country European e-commerce platform for baby/maternity/family goods, with overlapping category mix to Kidsmed.
• Pupsik: Estonian-founded online baby and family goods retailer operating across multiple European countries. Pupsik is the closest direct peer to Kidsmed in Baltic e-commerce for baby and family products, sharing the same multi-country DTC model and category overlap (baby gear, feeding, health).
• Baby-Markt.de: One of Germany's largest online retailers for baby, maternity, and children's products, operating both DTC and marketplace models. Comparable to Kidsmed in assortment breadth (medical devices, feeding, maternity) and reliance on premium third-party brands.

Emerging players

• Lola&Lykke: Estonian-origin brand of premium pregnancy and breastfeeding products (breast pumps, support belts, postpartum accessories) distributed by Kidsmed. Comparable as a sibling Baltic-based player in the maternal health product category, with direct commercial overlap in product lines that Kidsmed retails.

Regional players

• Mamina.sk: Czech/Slovak online retailer focused on products for mothers and children, offering both DTC and pharmacy-style assortments. Comparable to Kidsmed as a family health and maternity e-commerce specialist, though geographically focused on Central Europe rather than the Baltics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@kidsmedkidsmed6678
• Facebookfacebook.com/KidsmedEesti
• LinkedInlinkedin.com/company/kidsmed
• Instagraminstagram.com/kidsmed.ee

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Kidsmed