Message from the Founder: Janice Gott

When I was getting ready to go back to work after having my first kid, I couldn't find a portable breastpump I liked. I just wanted a pump that worked, that was easy to use, discreet and didn't cost hundreds of dollars; but it didn't exist. So I made it. (What, like it's hard?)

One piece, no batteries, no tethering myself to a wall every 3 hours. Simplicity and ease are the bedrock of newborn parenting, and I believed we could be the choice offering without being the most complicated one. 

“Anyone can make things more complex. It takes a touch of genius and a lot of courage to simplify and move in the other direction.” Those words once said by Einstein live in my head rent free.

13X prototyping the product that would eventually be the Muu pump, we learned why our design hadn't yet been done. Turns out it is hard, nearly "impossible" to manufacture and get just right, let alone at scale (per the many silicone experts consulted early on). Three years later, we did, launched to overwhelmingly positive reviews (when moms love something, watch out), and are days away from a patent.

What started as a pursuit of an easier portable pump, transformed into what is now our company ethos: simple parenting solutions to maximize breastmilk. What new mom would walk away from a secure job and lucrative career? A mom with a spirit unsatisfied with the status quo and just comfortable success. Unicorns or nothing.

Why Muu & Why Now?

Muu represents a unique opportunity to invest in infant health, in a category-defining company with a straightforward path to extraordinary returns. Over 85% of all moms breastfeed; 95% of them also pump. Now put that against the backdrop of the American reality that the average US woman makes $42K a year, with 1 in 4 moms returning to work just 2 weeks after birth; thus increasing the need and urgency for easier and more affordable concealed pumping options.

With barely a year under our belt and ~$200,000 in web sales revenue, the reviews continue to underscore what we've known: Customers prefer us to the market leader. Now we're ready to scale.

Our enormous 75% profit margin gives us unique flexibility as a brand. We are currently raising to support an aggressive launch on Amazon (a forecast reflecting ~1000% growth by the close of 2026, and a projected $3M+ in revenue from Amazon alone in 18 months), hit the trade show circuit, and enter big box retail in the U.S.

The Easiest Pump on the Market, Full Stop.

Muu is a flanged single-part silicone pump that works using natural suction. That means no batteries to charge, no cords to plug in, and only one piece to wash. The MVP of our pump is the flange feature, the cone-shaped element you can find on all good silicone pumps, and we just made the only one that can be concealed under clothing. The soon-to-be patented design was made with the everyday mom in mind, the one who can't (and doesn't want to) hook up and pump every 2-3 hours.

The Muu pump is wearable while in meetings, driving, making dinner, or on the opposite breast while nursing baby. And this just in: We are the only pump that can be used while showering without obstructing range of motion. A moment of silence for all the milk lost down the drain throughout history, as warm water triggered the letdown of millions of gallons of liquid gold.

Get Pumped to Express Yourself

As a brand, we strategically chose not to spotlight the grievances of parenthood ad nauseam. We validate the struggle, but focus on the joy and the funny. Muu is fresh and cheeky, helpful and direct. And it's resonating: We saw nearly 600,000 views on a single piece of branded content within 72 hrs of launch on social media, and continue to see organic support everyday from celebrities, influencers, and everyday moms everywhere.

Suffice it to say, we will stay loud about the need for premium products to be affordable for the people who need it most. Everything we do stays rooted in that framework.

The Market

The breastpump market is nearing $7B, growing at a CAGR of 11%. Manual breastpumps hold over 35% of the market share, and will continue to maintain durable share due to affordability and user ease, even if the manual breastpump supply never innovates or adjusts its offerings.

In the manual silicone space, we are first and foremost leveraging a superior product, with a competitive marketing strategy and relevant brand voice.

The Reviews Are In

More than any other consumer category, Parenting relies overwhelmingly on word-of-mouth; virtually 80% of parents buy based on personal recommendations. While adoption in our space is historically a slow burn, we have seen user after user write in with their own enthusiastic success stories, a coveted and invaluable advertising tool.