Tovah Haim was blindsided after the C-section birth of her first child, and ever since, has been working to ensure that no other woman ever has to feel postpartum helplessness again. The launch of her new brand, Bodily, will seek to fulfill this mission for her, with its products and educational materials dedicated to post-birth recovery and breastfeeding. Yes, you read that correctly — along with nursing bras, postpartum underwear, and peri bottles, Bodily's offerings will all include guidebooks that help to explain to a new mom exactly what's happening to her body; information that despite all of the vast offerings on the internet, is still lacking.
"There isn't a single website dedicated to, or even comprehensively addressing, the recovery from birth and pregnancy, and breastfeeding," Tovah told POPSUGAR. "Bodily provides high quality information, grounded in clinical research and medically validated, tailored for you wherever you are in your understanding of the body during these times. Importantly, we speak to you whether you are the person experiencing it (or about to) or someone interested in supporting them — if you want to be a part of this experience, we want to enable you to do so. But we don't stop there — we then created and curated design-forward and research-driven products that you feel great about putting on your body. . . We want parents to expect better, be able to make informed decisions, and be fluent in their bodies."
"There isn't a single website dedicated to, or even comprehensively addressing, the recovery from birth and pregnancy."
In Bodily's eight kits, which contain carefully curated products that support various postbirth needs, there are several items that were designed and formulated just for Bodily. "If an essential product on the market doesn't meet our standards, we redesign or reformulate so that it does. Two products of ours that I love are our nursing bras and our Nip Duo (breastfeeding topicals)," Tovah said. "We worked together with board certified lactation consultant Andrea Syms-Brown, who was meticulous when helping us design nursing bras that are optimized for breast health."
Additionally, Andrea helped to create Bodily's all-natural Nip Duo, "a simple two-step solution — first Nip Nourish, then Nip Protect — to prevent or soothe dry, sore, and cracked nipples." However, Tovah can't stress enough that though these products are going to be massively helpful to new moms, it's the educational material that she hopes helps moms to feel "equipped to make informed decisions about what is right for them and their bodies."
"We want to create (long-overdue) comprehensive first-line-of-defense resources for inadequately addressed areas of women's health."
"Fundamentally I want to destigmatize women's health and drive awareness. How can we help people going through this, or even empathize, if we don't even know that it's going on?" Tovah said. "We want to create (long-overdue) comprehensive first-line-of-defense resources for inadequately addressed areas of women's health. There are so many areas that fit that bill. Basically, if there is a common physiological experience that is culturally taboo, leaving women in the dark about what's happening to their bodies and feeling isolated, then I want to shine a light on it and change it. That's where Bodily is going from here."
Keep scrolling to get a look at Bodily's new kits for new moms, which are all available for purchase now on Bodily's website.