Over-the-Counter and Self-Care Products
Gold winner: Willow Breast Pump, Willow (Mountain View, CA)
Design and supply credit: IDEO
Willow is an all-in-one breast pump that fits inside a bra. It was designed to be mobile, discreet and hands-free. The pump is composed of a few simple pieces that snap together: the pump, flange, flexible tube and milk bag. Willow is easy to assemble, use, and clean, with dishwasher-safe parts and spill-proof milk bags (sealed with an innovative, one-way valve) that can be stored in the fridge or freezer. Willow is connected to an app that syncs data from each pump, enabling moms to track their milk volume in real time while the pump stays hidden inside their bra. Through the app, moms can also keep tabs on past pumping sessions, access help videos and stay updated on their progress through alerts.