Motherfigure Launches Maternal Wellness Platform to Empower Mothers

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Offering a national provider directory, essential products, and a publication, Motherfigure combines the most needed resources for new and expecting mothers.


It became clear that the journey to motherhood needs to be reimagined and streamlined.

Motherfigure, a maternal wellness company that empowers expecting and new mothers, today announced its national launch. Consumers can now access the Motherlode, its national directory of perinatal service providers and experts; read Motherfigure’s publication, The Mothership; and shop Motherfigure’s signature product line, which combines form and function.

Motherfigure is the first platform that combines a community-driven national directory of maternal wellness providers, products for expecting and new moms, and first-hand accounts of their experiences. Before Motherfigure, women relied on word of mouth to inform their decisions about which healthcare provider to choose, how to think about a birth plan, and what essential supplies they’d need. Motherfigure addresses those needs holistically to support the journey to motherhood.

“The seismic identity shift of pregnancy and new motherhood demands thousands of further compromises: in apparel, personal hygiene, skincare, and fitness—not to mention the addition of a raft of services and products to mask the physical changes that motherhood has wrought, from chafed, leaking nipples to weeks of bleeding and lack of bodily alignment,” said Chelsea Allison, founder and CEO of Motherfigure and the mother of a 10-month-old. “I founded Motherfigure because I found myself in critical need of a guide when my son was born, but the resources and products were scattered. It became clear that the journey to motherhood needs to be reimagined and streamlined.”

The Motherlode is a national directory that hosts detailed information on thousands of maternal wellness specialists. Featured providers include birth doulas, pelvic floor physical therapists, lactation consultants, hospitals, and birth centers. The directory is customized for perinatal women, providing unique search filters such as providers’ training / certifications and support for different kinds of families and births, like latch issues, VBAC experience, and more. Like all of Motherfigure’s offerings, the directory is focused on empowering women with awareness and giving them options—so fee-for-service providers are presented alongside donor-supported free offerings and clinics. In addition, in its hospital listings, Motherfigure spotlights data that drives birth outcomes, including C-section and episiotomy rates sourced through a partnership with nonprofit hospital watchdog organization The Leapfrog Group via the Leapfrog Hospital Survey.

While building the platform, Motherfigure found that the United States is underserved when it comes to specialists. For example, for every 1,000 births in the United States, there are just 4.5 Internationally Board Certified Lactation Consultants and fewer than one physical therapist specializing in pelvic floor and pregnancy/postpartum issues. The company’s hope is that by drawing awareness to the support providers offer, and make it easier to find help, more expecting and new moms may seek support, creating a virtuous cycle.

Motherfigure also hosts The Mothership, a publication that caters specifically to new and expecting mothers. It focuses on personal essays from everyday mothers on topics like breastfeeding, postpartum depression, and recovery, and offers a spectrum of perspectives and real experiences. Representative essays include “When did formula become evil?” and “The wisdom of mothers: Mothering after loss.”

Finally, Motherfigure offers U.S.-made products, which provide meaningful improvements over existing alternatives. Allison drew on her previous experience working at Vogue to develop Motherfigure’s products. The initial capsule collection is focused on the messier side of motherhood and includes absorbent underwear, leggings, running shorts, and nursing pads. All products range from size S to XXXL.

  • The leggings are made with buttery-smooth athletic fabric and are designed to stretch from pre-pregnancy to postpartum. They are built with leak protection sewn-in, enabling the wearer to go commando or just go worry-free, without visible panty or pad lines.
  • The nursing pads are available in two super-wearable shapes to fit in a sports, balconette, or T-shirt bra and stay put for moms on the go or those who are just feeding on demand. The pads’ special contour darting provides a discreet fit and gives a smooth silhouette. They’re made with extra-soft mesh to avoid nipple chafe, wick away moisture to a superabsorbent core, and are backed with a milk-proof liner that actually works.
  • The maternity-friendly underwear features a multi-layered lining that protects from bladder leaks, lochia and period stains, water breaks, sweat, and stink to minimize distractions and maximize comfort, and they are designed to carry women from pregnancy through postpartum.
  • The running shorts, now available for preorder, are high-waisted to fit over a bump or roll under a belly, have an overlapping leg “petal” design to move with the wearer, and also include leak protection.

Motherfigure knits together disconnected, fragmented, and previously non-digital offerings for expecting and new moms, taking a holistic view of the mother’s needs. After launch, Motherfigure plans to immediately begin expanding the Motherlode, The Mothership, and the Motherfigure line of products. For more information, visit

Motherfigure is a maternal wellness startup that takes a holistic approach to supporting people on their motherhood journey by combining curated products with services. Founded in 2019 by Chelsea Allison shortly after the birth of her son, Motherfigure empowers women by bringing together a directory of providers, essential products, and a publication in one place. For more information, visit

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Lauren O'Mahony
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