Organic feminine care and reproductive wellness brand LOLA has launched its first postpartum care line. According to the company’s website, the brand was “created to address the need for more transparency in women’s health.”
LOLA’s current product offerings include period care, sexual wellness, and vaginal care, and the postpartum care line expansion reflects the company’s dedication to supporting women through all stages of their reproductive journey.
“Every woman deserves access to clean, non-toxic, and effective postpartum care,” Kelly Murphy, General Manager of LOLA, said in a press release. “By bringing our expertise in women’s wellness to the postpartum experience, we aim to empower new mothers to embrace their changing bodies with the peace of mind that they don’t have to sacrifice safety and comfort for convenience.”
We spoke to Murphy to learn more about the collection and its place within the company’s mission.
About the collection launch
The postpartum line debuted in January and is now available at Walmart stores nationwide, online, and on the company’s website. The initial collection includes three products designed to address the unique needs of postpartum recovery: Stretch Mark Prevention Cream, Organic Cotton Postpartum Pads, and Hot and Cold Perineal Gel Pads.
“Postpartum is a messy time, and it’s no secret that new moms face a broad spectrum of challenges, from sleep deprivation to hormonal changes to physical transformation,” Murphy shared. “We wanted our postpartum line to honor this spectrum and address the most visceral concerns we heard from moms.”
Murphy highlighted how the product choices align with these challenges: “Gel pads to soothe the urgent ‘I need relief now’ cries, belly cream to prevent stretch marks and help mom embrace her changing body, and postpartum pads that bring peace of mind and accessibility to this vital necessity.”
Expanding on the commitment to sustainability
With Gen Z and millennial consumers firmly entering the family-building stage of life, LOLA is working to pivot into the growing demand for postpartum products that prioritize safety and environmental impact. “As Gen Z, a generation that performs deep ingredient research and prioritizes environmental sustainability, ages into motherhood, we anticipate that pressure on companies to develop postpartum products that are good for mom and good for the planet will only increase,” Murphy said.
Murphy also highlighted the unique needs of older first-time mothers. “The average age that women give birth continues to increase, and first-time moms in their forties have unique needs and considerations,” she explained. “We want to ensure we’re there for moms of all ages.”
Murphy added, “At its core, the new postpartum line is differentiated by its clean ingredient profile, which creates a less painful or itchy experience, and its focus on mom’s safety.”
Partnering for accessibility
Including LOLA’s postpartum products in HSA and FSA programs further underscores the brand’s commitment to accessibility. “HSA/FSA spending is a benefit, not a burden,” said Ami Kumordzie, Founder of SIKA Health, in the company’s press announcement. “We are thrilled that LOLA’s clean postpartum care is available for checkout through SIKA.”
Moving forward, “LOLA plans to grow its postpartum collection with additional products launching exclusively at Target stores nationwide in March 2025,” the company’s press release confirmed. Murphy concluded, “LOLA’s goal is to evolve and expand our postpartum offering to ensure we’re there for moms of all ages.”
