# Willow Innovations, Inc.

> Willow Innovations is a U.S. femtech company that invented the first all-in-one, in-bra wearable breast pump, freeing new mothers from cords, tubes and the pumping room. Founded in 2014 out of Josh Makower's ExploraMed incubator, Willow now sells app-controlled, leak-proof pumps (Willow 360, Willow Go, Willow Sync and the manual Willow Wave) along with a growing line of feeding and postpartum accessories. In 2025 it acquired UK rival Elvie to build a scaled maternal-health platform.

- **Founded:** 2014
- **Headquarters:** Mountain View, California, United States
- **Founders:** Josh Makower (Founder & Chairman (ExploraMed)), John Chang (Co-Founder & Chief Technical Officer)
- **Team size:** ~91 employees
- **Products:** Willow (Generation 1), Willow 360, Willow Go, Willow Sync, Willow Wave
- **Notable:** Invented the first all-in-one, in-bra wearable breast pump (public launch 2017)., Named to TIME Magazine's 25 Best Inventions of 2017., Fast Company 2017 Innovation by Design recognition and CES Best Healthcare Innovation (2018).

## Products & services

- **Willow (Generation 1)** — The world's first all-in-one, in-bra wearable breast pump, launched to the public in 2017 with no cords, tubes or dangling bottles.
- **Willow 360** — Flagship wearable pump - 100% leak-proof in any position, hospital-grade Smart Suction that detects letdown, smart sensors that stream real-time milk volume to the Willow app and Apple Watch, backed by 360 Care lactation support.
- **Willow Go** — More accessible in-bra wearable pump with up to 7 oz per side capacity, 9 levels of hospital-grade suction and app control; leak-proof up to 45 degrees.
- **Willow Sync** — App-controlled wearable pump designed to widen access to Willow's technology, offered through insurance channels.
- **Willow Wave** — The first wearable manual breast pump - a cord-free, hands-free manual option.
- **Feeding & postpartum accessories** — Breast Milk Cooler, milk storage bags with SmartStash tracking, colostrum collection kit, breastfeeding care kit, sizing kit and Pump Anywhere cases/bags.

## Achievements

- Invented the first all-in-one, in-bra wearable breast pump (public launch 2017).
- Named to TIME Magazine's 25 Best Inventions of 2017.
- Fast Company 2017 Innovation by Design recognition and CES Best Healthcare Innovation (2018).
- Helped grow the wearable pump category to ~57% of the US breast pump market.
- Reported #1 customer satisfaction rating among all breast pump brands in third-party surveys.
- Raised over $166M (some sources cite $228M+ across rounds) from top-tier investors.
- Acquired UK femtech leader Elvie in 2025 to build a maternal-health platform.

## Latest updates

- **2025-09** — Introduced Willow Sync, an app-controlled wearable pump offered largely through insurance, and Willow Wave, the first wearable manual breast pump.
- **2025-03** — Acquired the assets of UK femtech leader Elvie, ending cross-patent litigation and forming a two-brand maternal-health platform.
- **2024-03** — Unveiled Willow 360 with smart sensors, Smart Suction and 360 Care lactation support.
- **2024-01** — Elevated Sarah O'Leary from Chief Commercial Officer to Chief Executive Officer.

## Links

- Website: https://onewillow.com
- LinkedIn: https://www.linkedin.com/company/willow-innovations
- YouTube: https://www.youtube.com/channel/UChgIEtG70rxzz-2mkR64Myg
- Instagram: https://www.instagram.com/willowpump/
- Facebook: https://www.facebook.com/WillowWearablePump/
- TikTok: https://www.tiktok.com/@willowpump

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Profile page: https://yespress.io/willow-innovations-inc
Published by YesPress — https://yespress.io
Last updated: 2026-07-10