Belabumbum, a line of ethically sourced loungewear & intimates made specially for mothers, has announced a new collaboration with fellow Adore Me sister brand Joyja. Joyja creates eco-friendly period panties. Together the brands are now launching a line of leak-proof underwear and ultra-absorbent nursing pads.
According to reports, one in three women experience fluid releases during pregnancy and after birth for a variety of reasons—including bladder pressure, ‘peezing,’ irregular postpartum bleeding, and of course, breastfeeding. The new Femtech innovations combine Belabumbum’s maternity expertise with Joyja’s leak-proof technology for a line of products that are moisture-absorbing, odor-neutralizing, and reusable.
“We’re thrilled to deliver innovative products that provide solutions for women throughout their motherhood journey with our Sister Brand, Joyja,” said Heidi Rauch, Founder of Belabumbum. “Being part of the Adore Me group has given us access to advanced production technology, while honoring our roots as an ethically sourced brand with our smaller manufacturers throughout the Americas.”
The new line of underwear made from OEKO-TEX certified fabrics is moisture-absorbing, odor-neutralizing, leak-proof, and reusable. According to the company the nursing pads in the new line hold up to 8x more liquid than the leading washable nursing pad (up to 30 ml of breastmilk) and are more environmentally friendly than any disposable nursing pad on the market.
Belabumbum was started in 2001 with a social mission to provide employment opportunities to small manufacturers in Latin America, and to connect their products with markets around the world. The company’s commitment to women’s well-being extends along its supply chain—from the seamstress who bastes the first stitches, to the women in the trenches of motherhood. Belabumbum was acquired by Adore Me in 2019.
Founded in 2011 as a disruptive online lingerie startup, Adore Me has evolved into a DTC womenswear brand serving women of all sizes and budgets. The company is transforming the way people shop with a try-at-home commerce service, a series of innovation-driven Sister Brands, and a unique sustainability model.
