Elvie, the smart, silent, wearable breast pump, is now sold at Target

In the midst of attacks on women’s healthcare, a somewhat unsuspecting advocate has risen to reinvent the way women care for themselves and their families: technology.

From breastfeeding apps to fertility trackers, “femtech” is a $200 billion dollar industry that’s set to disrupt our archaic global healthcare market. 

Elvie, the female-headed company behind one of the UK’s favorite smart breast pumps, is making its innovations more accessible than ever. Just in time World Breastfeeding Week, the Elvie Pump will be available in over 250 Target stores in 40 U.S. states (as well as over 100 Buy Buy Baby locations) starting July 24, 2019.

SEE ALSO: The Willow breast pump eases some of the worst parts of pumping, for a price

Unveiled to the U.S. at CES 2019 (and snagging multiple awards in the process), the Elvie Pump is being hailed as the world’s first wearable, silent breast pump. The clear pod is shaped like an egg, fits in a nursing bra, and doesn’t require any wires or tubes. The ability to pump whenever, wherever is huge for moms who need to pump in a meeting, in class, or on the run without anyone knowing. Ain’t nobody got time to be tethered to an outlet and a chair for two hours.

The design is so chic that a model during London Fashion Week in fall 2018.

To stay even more in-tune with pumping, mothers can connect to the Elvie Pump app to track pumping history, control the pump remotely, and monitor milk volume in real time.

“Our mission with Elvie is to bring long overdue innovation to women’s healthcare and to create better products for women. The demand for Elvie Pump has been an incredible testament to our significant strides toward that goal,” said Elvie CEO, Tania Boler, in a press release.

The move to Target follows Elvie’s partnership with Aeroflow Breastpumps, which supplies free or reduced-cost breast pumps to hundreds of thousands of mothers under the Affordable Care Act. 

Read more about the Elvie revolution here and shop pairs of Elvie Pumps in store and at Target.com for $499.99.