The Midwife in Vienna, a wellness brand founded by Austrian midwife Sarah Lares, is reinforcing its midwife-led approach to natural mother and baby care as it expands its presence in the United States. The company's philosophy centers on products rooted in nearly two decades of hands-on midwifery practice rather than marketing trends, reflecting a growing demand among American parents for trustworthy alternatives in maternal wellness.
Sarah Lares, founder of The Midwife in Vienna, developed her formulations while supporting women through pregnancy, birth, and postpartum recovery in Vienna. "As a midwife, my role has always been to educate, reassure, and support — not to overwhelm," Lares said. "That same mindset shapes everything we create. Parents don't need more products; they need better ones they can truly trust."
The brand's products are crafted in Austria using certified organic, food-grade ingredients, with each formulation intentionally simple to support rather than interfere with the body's natural processes. This approach responds to today's more educated and discerning parents who increasingly ask where products are made, what ingredients are used, and whether claims are rooted in experience rather than marketing language.
The Midwife in Vienna addresses these concerns through transparency, traceability, and consistency, prioritizing education alongside product development to help parents feel confident in their choices. This trust-based approach is particularly significant in the crowded wellness marketplace, where consumers face overwhelming options with varying levels of credibility.
The brand's growing U.S. presence reflects this philosophy, with products currently available through OneLavi.com and additional availability on Amazon.com coming soon. As the company continues expanding thoughtfully across the U.S. market, it remains focused on sustainable growth grounded in trust and authenticity rather than rapid scaling.
"Our growth is guided by the same principle as our care," Lares said. "Slow, thoughtful, and always centered on what's best for families." The company emphasizes alignment with retailers and platforms that value quality, education, and long-term relationships with consumers, distinguishing itself from wellness brands driven primarily by trends or aggressive marketing.
This expansion matters because it represents a shift toward experience-based, transparent wellness products in the maternal care sector. As parents increasingly seek alternatives they can trust, The Midwife in Vienna's approach offers a model that prioritizes education, simplicity, and respect for natural processes over commercial interests, potentially influencing broader industry standards for transparency and authenticity.
