Noonie is a unique Australian maternity care brand dedicated to improving the maternity experience and innovating postpartum recovery for women everywhere, their mission is to take postpartum recovery beyond "normalised"; to a place where it's encouraged and supported; to be enjoyed by all deserving mothers. Developed with love in Australia, their breakthrough products are much-needed upgrades on postpartum recovery and comfort. We couldn't be more thrilled to introduce Noonie's founder, Alana Nolan for today's Folks We Love.

Where are you from?
I’m originally from Melbourne, but I call Brisbane home.

Tell us about Noonie and the catalyst behind starting it?
Noonie is our postpartum recovery brand - dedicated to making birth and postpartum that little bit more comfy for mums everywhere.

I launched the company after watching countless friends go through childbirth - whilst there’s so much joy and elation; I was shocked to see their babies receiving the best care, but my friends and mamas being almost forgotten or at least de-prioritised. I was watching my friends slip through the cracks, and that just didn’t sit right with me. Why were my heroes having to DIY pain relief? Why were there no suitable products out there?

At the end of the day I just wanted to see my friends who are beautiful, powerful, strong women getting the same support as the human being they just grew for 9 months. We want to re-prioritise mums and make sure that someone is looking after them too.

Can you share with us your decision to focus on postpartum and why that is so important?
There are a range of products designed to help and support mamas when they are carrying the child, but almost nothing after birth. We know that postpartum depression is wider spread than it needs to be; and there’s really not a lot of noise made around the physical side of recovery. If Noonie can revolutionise the physical side of postpartum care - maybe we can slowly start to make a meaningful difference in a sector (and time in women’s lives) that really didn’t exist.

What do you hope to see change in the world of maternity and postpartum care?
Honestly, we just want to see more innovation and more products available to help mums get better care and a better experience. At the end of the day that’s why we started and I am happy if we have fought an uphill battle that makes it easier for new brands to enter the space.

My biggest personal goal for the industry is to make women feel more comfortable talking about their needs and asking for what they need to feel better. And I will just keep making noise and talking about uncomfortable things until the next person feels safe to do so. Why have we not demanded better postpartum recovery care for women until now?

What is some feedback you have received that really stood out?
Can I say, I read every single review and customer email that we get and every single time I get the same heart exploding feeling to think that someone has loved what I first made on my lounge room floor; and what we as a team have now managed to achieve. Some of the women in our community have been beautifully vulnerable with me about their experiences and I have certainly sobbed with my phone on more than one occasion.

What are some challenges you have faced as a start up business?
Launching a health-tech business during COVID was truly horrid. We hung on for dear life during a 15 month manufacturing delay. The challenges with freight are affecting all of us at the moment and are really frustrating. But we know what we want to achieve so we keep finding ways to work around challenges and we have developed a new level of patience as a team. I’m proud that we’re still here to be honest; and excited for different struggles in the future.

What does the future hold for Noonie?
Growth. We’re working on more products that will keep changing the game and making things better and more beautiful. We’re also working with more retailers on expanding our reach (in Australia and abroad) - to help more mums in more places.

If you could offer mamas starting a business one piece of advice it would be...
You’re more resilient than you’ll give yourself credit. And other than that, be honest with what you want and why you’re doing this and set expectations on yourself that align with that. There’s no use designing a life for yourself that you’ll dislike.

What would we find on your playlist?
Billie Eilish to Kanye to Mozart. I’m not bothered by genre - I love different vibes for my many different moods.

Something you recently watched and loved?
Real Housewives of Salt Lake City.

How do you unwind?
A big old glass of wine, some super gentle Yoga, crying through a Lagree class or reading (preferably on a beach with my dog).

4 things you can't live without?
Chewy (my Frenchie), library card, Google Calendar and lip balm.

Learn more about Noonie at noonieaustralia.com

Folks We Love: Alana Nolan, founder of Noonie