The Midwife in Vienna is reinforcing its philosophy of care guided by real-world experience, education, and simplicity as American parents increasingly seek trustworthy alternatives in maternal and baby wellness. Founded by Austrian midwife Sarah Lares, the brand was born from nearly two decades of hands-on midwifery practice, with each product reflecting Lares' belief that mothers and babies benefit most from formulations rooted in knowledge, restraint, and respect for the body's natural processes.
"As a midwife, my role has always been to educate, reassure, and support — not to overwhelm," said Sarah Lares, founder of The Midwife in Vienna. "That same mindset shapes everything we create. Parents don't need more products; they need better ones they can truly trust." Lares began developing her formulations while supporting women through pregnancy, birth, and postpartum recovery in Vienna, relying on gentle, time-tested remedies free from unnecessary ingredients.
That philosophy evolved into a curated line of organic, minimalist products for mothers and babies — all crafted in Austria using certified organic, food-grade ingredients. Each formulation is intentionally simple, designed to support rather than interfere with the body's natural rhythms. This approach meets the needs of today's more educated and discerning parents who ask where products are made, what ingredients are used, and whether claims are rooted in experience rather than marketing language.
The Midwife in Vienna answers those questions through transparency, traceability, and consistency. By prioritizing education alongside product development, the brand helps parents feel confident in their choices — an increasingly important factor in the crowded wellness marketplace. The brand's growing U.S. presence reflects this trust-based approach, 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.
As The Midwife in Vienna continues expanding its presence in the United States, the company remains focused on sustainable growth grounded in trust and authenticity. Rather than rushing to scale, the brand emphasizes alignment — partnering with retailers and platforms that value quality, education, and long-term relationships with consumers. "Our growth is guided by the same principle as our care," Lares said. "Slow, thoughtful, and always centered on what's best for families."
