Vienna-born brand brings European expertise and organic care to American families
(PRUnderground) May 7th, 2025
With nearly two decades of midwifery experience and a devotion to elevating maternity wellness, Austrian founder Sarah Klarer created The Midwife in Vienna — a holistic care brand offering organic, expertly crafted products for mothers and babies.
Now, entrepreneurs Sarah Lares and her new husband, Alexander Lares, are bringing this beloved European brand stateside, launching The Midwife in Vienna in the U.S. market.
Rooted in natural midwifery wisdom and modern organic standards, The Midwife in Vienna offers a thoughtfully curated range of wellness products—from nurturing teas for pregnancy and postpartum recovery to gentle, preservative-free skincare for babies.
Each product is made in Austria using certified organic ingredients, with many being vegan, biodegradable, and free of synthetics and fragrances.
“As a midwife, I’ve supported women through some of life’s most intimate transitions,” says founder Sarah Klarer. “What we put on our bodies—especially during pregnancy and early motherhood—matters deeply. Our products are simple, trustworthy, and grounded in experience.”
The U.S. launch will introduce bestsellers like:
- Back to You – Organic Tea: Supports uterine recovery post-birth.
- A Cup of So Relaxing: A calming tea for expectant mothers.
- Nipple SOS: A baby-safe, organic nipple balm.
- Baby’s Bottom: Gentle protection for sensitive newborn skin.
- Baby’s First Bath: A herbal Dead Sea salt bath for newborns.
With an emphasis on minimal, food-grade ingredients and strict organic formulations, the brand answers a growing demand among educated American parents for clean, sustainable baby and maternal care.
“Our mission is to make early parenthood more confident, less stressful, and beautifully natural,” adds Sarah Lares, co-leader of the U.S. launch. “We’re thrilled to share this vision with American families.”
The brand plans to roll out online first, followed by select wellness retailers and boutiques focused on maternity and conscious living.
Follow The Midwife in Vienna on Instagram at www.instagram.com/diehebammeinwien.
About The Midwife in Vienna
Founded by Austrian midwife Sarah Lares, The Midwife in Vienna is a wellness brand rooted in nearly 20 years of hands-on birth and postpartum care. Specializing in organic, minimalist products for mothers and babies, the company blends time-honored midwifery wisdom with modern sustainability. From nurturing herbal teas to gentle baby skincare, every product is crafted in Austria using certified organic ingredients, many of which are vegan and food-grade. The brand stands for simplicity, trust, and natural care—empowering families through every step of the parenting journey.
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Original Press Release.
