The Midwife in Vienna, founded by Austrian midwife Sarah Lares, is reinforcing its midwife-led philosophy as it expands its presence in the United States, responding to growing demand from parents seeking trustworthy alternatives in maternal and baby wellness. The brand, born from nearly two decades of hands-on midwifery practice, emphasizes care guided by real-world experience, education, and simplicity rather than trends or aggressive marketing.
Each product reflects 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. "That same mindset shapes everything we create. Parents don't need more products; they need better ones they can truly trust."
The company's approach evolved directly from Lares' midwifery practice in Vienna, where she supported women through pregnancy, birth, and postpartum recovery. The remedies she relied on were gentle, time-tested, and free from unnecessary ingredients, leading to a curated line of organic, minimalist products for mothers and babies. All products are crafted in Austria using certified organic, food-grade ingredients, with formulations intentionally simple to support rather than interfere with the body's natural rhythms.
This philosophy meets the needs of 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.
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. This expansion represents a significant development in the maternal wellness industry, where consumers increasingly seek authentic alternatives to mass-market products.
As The Midwife in Vienna continues its U.S. growth, the company remains focused on sustainable expansion grounded in trust and authenticity. Rather than rushing to scale, the brand emphasizes alignment 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."
The brand's approach has implications for both the wellness industry and consumer behavior, demonstrating how experience-driven, transparent business models can thrive in crowded markets. By maintaining its commitment to simplicity and organic ingredients while expanding availability through established platforms, The Midwife in Vienna offers a model for sustainable growth that prioritizes consumer trust over rapid expansion.
