Willow goes back to basics introducing $35 wearable manual breast pump
Best known for inventing the first fully in-bra wearable electric breast pump
When Sarah O’Leary, CEO of the breast pump company Willow, talks about “not accepting the status quo,” she’s thinking about products that have quietly stagnated on pharmacy shelves for decades. And this week, her company - best known for inventing the first fully in-bra wearable electric breast pump - unveiled its latest disruption: Willow Wave, a wearable manual breast pump designed to fit inside a bra.
An outdated but essential tool
Willow’s data shows that more than two-thirds (68%) of U.S. breastfeeding mothers own a manual pump. The devices are seen as essential - especially for travel, emergencies, or when electric options aren’t practical.
Yet despite their ubiquity, the category has barely evolved in 20 years.
Parents consistently describe manual pumps as clunky, uncomfortable, and indiscreet. Awkward handles, hand fatigue, and a lack of mobility rank among top frustrations. And unlike their electric counterparts, manual pumps have lagged behind in both design investment and consumer attention.
"At Willow, we are relentlessly focused on designing products with women's experience at the center. We don't accept the status quo as 'good enough' especially when product categories haven't been reimagined for decades," said Sarah O'Leary, CEO of Willow.
"Just as we reimagined - and transformed - the electric breast pump category with the world's first in-bra wearable, we've built a manual pump that gives women pumping freedom without compromising output, comfort, or discretion. Willow Wave reinforces our commitment to elevate the experience for moms, one innovation at a time."
Closing a design gap
While femtech is often associated with high-tech wearables or digital health platforms sometimes, the most impactful innovations can often be in neglected, low-tech categories. Willow’s insight was that manual pumps have long been treated as secondary tools, leaving parents to navigate outdated designs that prioritize function over comfort.
The Willow Wave borrows from the company’s electric line - particularly the Willow Go - by adapting its in-bra, cup-based design for manual use. The pump allows parents to express milk discreetly under clothing, while a flexible 34-inch tube connects the pump cup to an ergonomic hand lever.
Key features include a handle that is designed to reduce hand strain, hospital-strength suction, a soft silicone flange that fits a wider range of nipple shapes and a 5 oz contained with splashguard to reduce spills. The device also integrates with the Willow app for personalized guidance.
At $34.99, the device is also priced to be accessible, with coverage via FSA/HSA programs and availability through major retailers including Target, Walmart, and Amazon.
This launch could therefore indicate a strategic broadening of Willow’s reach beyond the premium wearable pump category and into a more mass-market segment where it can reach more women, opening up access too.