About Us

Here at Cake Maternity it is our purpose to empower women as they mindfully navigate the world of motherhood, providing them with the products and information necessary to sustainably support their breastfeeding journey.

We’re specialists in maternity and nursing bras designed to support women as they embark on this new and exciting chapter in their lives. We also offer an equally thoughtful assortment of maternity and nursing friendly garments and accessories, designed to grow with them.

As nursing bra specialists, we’re passionate about breastfeeding and the many benefits it offers to mum, bub and the environment. Breastfeeding, whilst natural doesn’t always come naturally. We understand that every woman’s experience is different & while perseverance is often required, it’s not always possible. That’s why it’s our mission to support, nurture and provide women with the confidence to navigate this often tricky but rewarding phase.

For this very reason, our bras are designed for mums, based on our own personal nursing experiences. Each bra is carefully crafted with comfort, functionality, durability and sustainability in mind, to ensure that while we are fit for mamas, we’re fit for Mother Earth too. From our soft fabrics, flattering cuts, easy single-handed nursing clips, each and every bra has been designed to make the breastfeeding experience as simple as possible.

From humble beginnings in 2007, we are an award-winning maternity brand, proudly based in Sydney, Australia.

We believe that mothers are a powerful force. From our customers and those working within our business, to the female and mama-focused charities that we support, we take pride in our ability to empower mamas by understanding their individual needs.

How exactly do we do this?

• As a business founded and run by mothers, we’ve taken the time to understand our customers’ unique motherhood and breastfeeding journeys, as well as their needs.
• By creating a workforce of mothers and providing supportive, flexible work environments.
• Giving back by partnering with charities that support mothers around the globe. In many cases, we donate all of our samples and discontinued styles to those women around the world who need them more than us. To find out more about the charities that we support,check out what charities do we support?
• By offering our knowledge and personal experiences through entertaining and educational content which empowers mothers along their journey, via our social platforms.
• By teaming up and collaborating with educators and professionals in relevant fields who add value to the lives of our customers.
• It’s important to us that we have real mamas and mama-to-be’s representing our products, and have a zero image editing policy. Motherhood is a beautiful thing and our bodies should be worn proudly for the incredible things they have achieved. It’s our purpose to empower and celebrate all mothers, in the hope that all women will feel represented, as they should.
• Through our friendly customer service, with staff who, through personal experience as mothers, know exactly how you feel and the questions you might have.
• By continuing to design and curate products that we know will be beneficial for mamas, supporting them in their everyday life.

We’re aware and conscious of our environmental impact, not only as a business but personally as the individuals who run it. Because of this, we approach all aspects of our business holistically to ensure we have as little impact on the planet as possible.

How do we do this?

• All of our Cake Maternity brand products have been designed with waste minimisation in mind, developing patterns and processes that utilise fabrics and limit offcuts—most offcuts we do have are utilised to create our bra inner slings! Several of our bra styles are seamlessly knitted in a tube and are therefore nearly 100% waste-free.
• All of the materials and accessories used on our Cake Maternity brand products are Oeko-Tex 100 Certified, this means that no harmful dyes or chemicals have been used. Making our garments better for mum, bub and the planet.
• With 90 solar panels on the roof, our head office and warehouse runs 100% on Australian sun (which is also used to power our CEO’s electric car!)
• We believe in quality over quantity, so all of our pieces are crafted from high-quality fabrics and accessories. It’s important to us that we create and curate a range of durable and long-wearing items that stand the test of time and don’t just end up in landfill. It’s safe to say that fast-fashion isn’t our thing, we’re slow-fashion and we’re proud of it.
• We’ve eliminated single-use plastics from the business, ensuring that we don’t pass any on to our customers or our retailers. Our products come from the factory and are stored in biodegradable poly-bags and we are working to reduce the need for them entirely.
• We’ve reduced our packaging where possible, from manufacturing to customer. Any packaging that our customers or retailers receive is either reusable or 100% recyclable,
• using soy-based inks, recycled tissue paper and eco gummed stickers wherever possible. For more on our eco packaging, see here.
• We are keen recyclers and use separate recycle bins at our warehouse for Paper/Documents and Cardboard.
• We’re constantly looking for ways in which we can reduce our waste within the warehouse and offices, ensuring we recycle and reuse where possible. Moving forward, we’re striving to add more eco-friendly and recycled fabrics to our range and minimise our packaging even further. For us, this is an ongoing pledge and one we are incredibly passionate about.

We understand that this is an ever-evolving space, with new findings coming to light every day. So, we want you to know that we’re committed to doing our bit for the environment and will continue to keep improving our practices to ensure the wellbeing of Mother Nature.

As nursing bra specialists, it’s no surprise that we’re passionate about breastfeeding and the many benefits it offers to mum, bub and the environment. We’re committed to making breastfeeding easier for every mum, whilst understanding that each journey is unique.

How do we do this?

• Yes, we’re passionate about breastfeeding and could go on and on about the benefits, but the one thing that we want to make clear is that we understand each breastfeeding journey is different, and for some, it might lead to not breastfeeding at all, which is completely fine. Breastfeeding is hard, and at times sucks, quite literally. What we’d like to do is help to make that process easier, whether that’s through our products, our customer service, or through the content we put out. 
• We innovate through personal experiences. Our products are designed and tested by our own staff before we put them out into the world. We’ve all had our own unique motherhood journeys and we use our collective learning to create functional products for all mamas.
• We’re teaming up with brands, practitioners, lactation consultants and experts in their fields to bring you the information you need, from reliable sources that you can trust. Motherhood is not a black and white topic, and we want to showcase its many colours by engaging with experts and people in-the-know from many different fields.
• Through our branding, website, social accounts, blog and newsletter we’re actively working to facilitate conversations about breastfeeding and remove the ‘taboo’ stigma that is often associated. Breastfeeding is one of the most beautiful and natural things motherhood has to offer those who have the ability to do so, we should be worshipping out bodies for all that they are capable of doing. From pregnancy to birth to breastfeeding, it’s nothing short of amazing and that’s something every woman needs to know.

Days for girls:

Cake Maternity is a proud supporter of ‘Days for Girls’, where we donate briefs for women and girls in need. Days for Girls is a non-profit organisation that helps girls gain access to quality sustainable feminie hygiene products and kits, including briefs.

It’s their mission to educate women and girls, enabling them to discover their potential and self-value, help them thrive, grow and contribute to their communities. Days for Girls is a global program with a large network of volunteers and supporters across 6 continents, reaching  women and girls in over 75 countries.

It’s their vision that every girl and woman in the world will have access to quality sustainable hygiene & health education by 2022.

For more information on Days for Girls and how you can help, visit there website: www.daysforgirls.org

Uplift Project:

Most women reading this would think that owning a bra is a basic everyday necessity however, the simple truth is that many thousands of women all around the world do not and will never own a bra.

That’s where Uplift steps in, bringing recycled bras to women in need. They are a wonderful Australian run charity, that since 2005, has sent over 750,000 donated new and second hand bras to women all over the world. Bras are sent only where requested, are shipped in biodegradable packaging and always aim to not compete with local businesses.

These bras go to women of all ages in countries such as Fiji, Vanuatu, Cook Islands, Tonga, Solomon Islands, Philippines, Bali, and some regions of Australia who have all benefited from this wonderful charity. Uplift not only collect, ship and help to distribute the bras to where they are needed most but they also offer an individual fitting service to ensure women are getting the correct sized bra. Often the bra received through Uplift will be the only bra she will own.

Cake Maternity is proud to be associated with Uplift and have donated over 1,000 nursing bras that will be distributed to birthing centers in countries such as Fiji and Nepal to ensure new mothers experience the benefits of a comfortable, well-fitted nursing bra.

If you would like to be a part of this wonderful organization or donate a bra or two visit UPLIFT website for more information, great stories and drop off points.