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maternalconcepts.com

Supporting women with special breastfeeding needs since 1997!

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What is Maternal Concepts?

Maternal Concepts® is a specialist retailer and product maker focused on breastfeeding when standard latching is difficult. Its catalog centers on a few purpose-built tools rather than general baby gear: the Evert-It™ Nipple Enhancer for flat, retracting or inverted nipples, the Suckle-Cup™ soft funnel-shaped infant feeder, and SuppleMate™ infant care sets for supplemental feeding.

Who it's for

  • Parents told their nipples are flat, retracted or inverted and who are struggling to get a latch.
  • Families who need to supplement or cup-feed an infant rather than feed directly at the breast.
  • Lactation consultants, midwives and clinics looking for niche feeding aids in one place.

The site also carries a Frequently Asked Questions section that explains practical use—for example, that the Evert-It's cone end is suggested for drawing milk out when breasts are engorged, that prenatal use isn't recommended before 37 weeks, and that washing with hot soapy water and air drying is preferred over dishwashing the syringe or microwaving.

A useful next step

If you're shopping for a specific problem, start from the product page that matches it—nipple eversion versus supplemental feeding are different needs with different devices—then read the FAQ before buying so you understand correct use. For clinical guidance on whether these tools suit your situation, a lactation consultant is the better first call than the shop itself.

What is the Evert-It Nipple Enhancer used for?

The Evert-It™ Nipple Enhancer is a medical device for women whose flat, retracting or inverted nipples make latching difficult or impossible for the baby. It applies suction to encourage the nipple to protrude or evert and to improve the protractility of the nipple and surrounding tissue, giving the infant a better chance of latching on, according to Maternal Concepts®.

The three situations it is described for

  • Before a feed, with engorged or overly full breasts: the cone end can draw milk out of the lactiferous sinuses to soften the areola, help the nipple evert and make latching easier.
  • During pregnancy: it may be used to encourage flat, retracted or inverted nipples to evert and to improve the protractility of the nipple skin, which the maker says may make starting breastfeeding easier after birth. It is not recommended before 37 weeks of pregnancy.
  • When adhesions hold the nipple back: the narrower sleeve end delivers concentrated suction at the base of the nipple, where adhesions that limit protrusion tend to occur.

The two ends, and why the choice matters

End Best suited to What it does
Sleeve (narrow) Nipples held back by adhesions at the base Direct, concentrated suction at the base of the nipple
Cone (wide) Engorged breasts; accommodating any nipple size Spreads suction to soften the areola and help the nipple evert

So the decision is practical rather than technical: reach for the cone when fullness is the obstacle, and the sleeve when the nipple itself will not come forward. A mother expressing before a feed to relieve engorgement, or one preparing for a first latch after a difficult start, would use different ends of the same device.

Care and trade-offs

The maker recommends washing in hot soapy water, rinsing and air drying, and says sterilization should not be necessary given the antibacterial nature of breastmilk. Boiling is possible, though the soft tip may shrink slightly without affecting suction. Only the tip is dishwasher safe; repeated dishwasher cycles make the syringe hard to pull. The device should not be autoclaved or microwaved, as this affects the syringe.

The trade-off is simplicity versus precision: a single low-tech suction tool covers prenatal preparation, engorgement and adhesion-related inversion, but it depends on correct placement and consistent use, and it addresses nipple shape rather than the many other reasons a baby may struggle to feed. Anyone with persistent pain, damage or poor weight gain in the baby should involve a lactation consultant or clinician rather than relying on a device alone.

Next step: if you are considering it prenatally, confirm the timing with your midwife or obstetric provider first, since the maker advises against use before 37 weeks.

How do I clean or sterilize the Evert-It Nipple Enhancer?

Wash the Evert-It Nipple Enhancer with hot soapy water, rinse well, and air dry. That is the routine cleaning method the manufacturer recommends, and it should be sufficient in normal use because breast milk has antibacterial properties, so full sterilization is usually unnecessary.

If you do want to sterilize it, the tip can be boiled; a small amount of shrinkage may occur in the soft tip, but suction should be unaffected. For dishwasher cleaning, put only the tip in—repeated dishwasher cycles make the syringe very difficult to pull. Do not autoclave or microwave the device, as this affects the syringe.

As a practical routine: separate the tip from the syringe, hand-wash both in hot soapy water after each use, rinse thoroughly, and leave them to air dry fully before reassembling. Boil the tip only occasionally, not as a daily habit, and keep the syringe out of the dishwasher and microwave entirely.

For any question about whether sterilization is needed in your situation—for example, if the device is shared or you have a specific medical concern—ask your lactation consultant or healthcare provider.

What is the difference between the narrow sleeve end and the cone end of the Evert-It?

The narrow sleeve end delivers concentrated suction at the base of the nipple, where adhesions can restrict protrusion. The cone end spreads suction across a wider area, fits any nipple size, and is the end the site recommends for drawing milk out of engorged breasts to soften the areola before a feed.

Choosing between them

End Where suction is focused Best suited to
Narrow sleeve Base of the nipple, where adhesions form Nipples that need targeted help to protrude or evert
Cone Broad, even suction over the whole nipple All nipple sizes; softening engorged breasts before latching

The practical difference is precision versus coverage. A mother whose nipple is flat or inverted because tissue at the base is holding it down gets the most from the sleeve end. A mother with a very full or engorged breast, or one whose nipple shape varies, is better served by the cone, since it works regardless of size and loosens the areola so the baby can take a deeper mouthful.

One caveat from the site: prenatal use to encourage eversion is described, but not before 37 weeks of pregnancy. If you are planning to use the device before birth, confirm the timing with your midwife or lactation consultant first.

A useful next step is to try the sleeve end first for a flat or inverted nipple, then switch to the cone if the breast is engorged or the sleeve feels too pinpointed. For general breastfeeding support alongside a device like this, La Leche League International offers leader-led help.

Can I use the Evert-It Nipple Enhancer during pregnancy, and when should I start?

Yes, but with a clear timing rule: Maternal Concepts states the Evert-It Nipple Enhancer should not be used before 37 weeks of pregnancy. From 37 weeks, the site describes prenatal use as a way to encourage flat, retracted or inverted nipples to evert and to improve nipple skin protractility, with the aim of making breastfeeding initiation easier after birth.

What the maker says it is for

  • Prenatally (37 weeks onward): encouraging nipples to protrude when they are flat, retracted or inverted.
  • After birth, with engorgement: using the cone end to draw milk out of the lactiferous sinuses, soften the areola and make latching easier.
  • General latch difficulty: improving protractility of the nipple and surrounding tissue where flat or inverted nipples make latching hard.

Practical way to think about starting

Treat 37 weeks as the earliest point, not an automatic start date. If your midwife, obstetrician or lactation consultant has assessed your nipples as flat, retracted or inverted and thinks prenatal use is appropriate, starting at or after 37 weeks gives you time to practise before birth. If you have no latch concerns, there is no obvious reason to add a device to your routine.

For a reader with inverted nipples and a due date three weeks away, a sensible next step is to ask your maternity care provider to check the nipple assessment and confirm you are past 37 weeks before trying it, then follow the maker's cleaning guidance: hot soapy water, rinse and air dry, with only the tip described as dishwasher safe.

For broader breastfeeding help alongside this product, La Leche League International and International Lactation Consultant Association are established sources for finding support.

What is the Suckle-Cup Infant Feeder used for?

The Suckle-Cup Infant Feeder is a soft, flexible, funnel-shaped cup used for infant feeding. On Maternal Concepts®, it sits alongside the Evert-It Nipple Enhancer and the SuppleMate Infant Care products, which together address special breastfeeding needs.

What it is for

  • Cup feeding as an alternative to a bottle. The funnel shape lets a caregiver control the flow of milk to the baby rather than relying on a teat, which is the usual reason cup feeding is chosen.
  • Babies who struggle at the breast or with a bottle. It can be a short-term route for feeding a newborn while latch or suck problems are being worked through.
  • Supplemental or expressed milk feeds. It gives a way to feed expressed milk or formula without introducing a bottle teat.

Who it suits

Parents working with a lactation consultant on latching difficulties, babies with a weak or disorganised suck, and caregivers who want a feeding method that does not compete with breastfeeding. Cup feeding is a skill: the cup is held to the baby's lower lip and tipped so milk reaches the lip line, and the baby laps or sips at their own pace. It takes practice, and it is not a hands-free or night-feed convenience method.

A practical next step

If you are considering it, ask your midwife or lactation consultant whether cup feeding fits your baby's situation and get them to show you the technique once before you rely on it at home. For the related products and their stated uses, see the product pages on Maternal Concepts®.

Related questions

More questions →
Why does the Evert-ItTM Nipple Enhancer have a dual tip?

The Evert-It™ Nipple Enhancer has two tip ends because each one applies suction differently. The narrow sleeve end lets you concentrate suction right at the base of the nipple, where adhesions can keep it from protruding. The cone end fits any nipple size and delivers suction across the nipple to help it evert. Which end you use depends on whether you are working on the base of the nipple or on general eversion and softening.

What each end is designed to do

Narrow sleeve end: targeted suction at the base

The narrower sleeve end is made for direct, concentrated suction pressure at the base of the nipple. That is where adhesions occur that may prevent the nipple from protruding as much as it could. If the nipple can be made to protrude or evert, the baby has a better chance of latching on.

Cone end: full-size coverage and eversion

The cone end accommodates all nipple sizes and can provide the same suction pressures to help the nipple evert. Because it covers the whole nipple rather than one spot, it is the more general-purpose end.

When to use which end

Situation Suggested end Why
Flat, retracting, or inverted nipples that make latching difficult Narrow sleeve end for base-focused work; cone end for general eversion The sleeve targets adhesions at the base; the cone covers any nipple size
Engorged or overly full breasts, to soften the areola before latching Cone end (recommended for this purpose) Drawing milk out of the lactiferous sinuses softens the areola and encourages the nipple to evert
Prenatal use to encourage eversion of flat, retracted, or inverted nipples Either end as needed The goal is improved protractility of the nipple skin before the baby arrives

The manufacturer specifically recommends the cone end when using the device to draw milk out and soften an engorged areola. For working on adhesions at the nipple base, the narrow sleeve end is the one designed for that job.

Practical points before you choose an end

  • Do not start before 37 weeks of pregnancy. The manufacturer does not recommend prenatal use of the Nipple Enhancer prior to 37 weeks.
  • Cleaning is simple. Hot soapy water, a good rinse, and air drying are recommended. The soft tip is dishwasher safe, but repeated dishwasher cycles make the syringe hard to pull, so the manufacturer suggests cleaning only the tip that way. Boiling is possible if sterilization is needed; a small amount of shrinkage in the soft tip may occur, but suction should not be affected. Do not autoclave or microwave the device, as this affects the syringe.
  • Sterilization is usually unnecessary. Because breastmilk has antibacterial properties, the manufacturer states sterilization should not be necessary.

If your main challenge is a nipple that will not protrude because of tightness at the base, start with the narrow sleeve end. If you are dealing with engorgement or want an all-purpose fit, the cone end is the intended choice.

What Is Maternal Concepts® and Who Is It For?

Maternal Concepts® is a specialty breastfeeding product company that has supported women with special breastfeeding needs since 1997. It is aimed at mothers facing latching difficulties caused by flat, retracting, or inverted nipples, as well as families who need alternative or supplemental feeding methods for infants. Its product line centers on three devices: the Evert-It™ Nipple Enhancer, the Suckle-Cup™ Infant Feeder, and the SuppleMate™ Infant Care I & II.

Who the products are designed for

The company's stated focus is narrow and practical: breastfeeding situations that standard advice does not always solve. Based on the product descriptions on the site, the typical user is:

  • A mother whose nipples are flat, retracted, or inverted, making it hard for her infant to latch on properly or at all.
  • A mother with engorged or overly full breasts, where softening the areola helps the baby latch.
  • A pregnant person past 37 weeks who wants to encourage nipple eversion before birth to make starting breastfeeding easier.
  • A caregiver who needs to feed an infant by cup or supplemental method, rather than directly at the breast.

If breastfeeding is progressing without latch problems, these devices are not positioned as general-purpose accessories.

The three products at a glance

Product What it is Primary use described on the site
Evert-It™ Nipple Enhancer A medical device with a dual tip (narrow sleeve end and cone end) Improving nipple protractility and helping flat, retracted, or inverted nipples evert; drawing out milk to soften an engorged areola
Suckle-Cup™ Infant Feeder A soft, flexible, funnel-shaped cup Feeding an infant by cup
SuppleMate™ Infant Care I & II A supplemental feeding system Supplemental feeding while a baby is at the breast

How the Evert-It™ works, and its limits

The Evert-It™ uses suction to encourage the nipple to protrude. The dual tip exists for two different jobs:

  • Narrow sleeve end: applies concentrated suction at the base of the nipple, where adhesions may prevent optimal protrusion.
  • Cone end: fits all nipple sizes and delivers similar suction pressure; the site specifically recommends the cone end for drawing milk out of the lactiferous sinuses when breasts are engorged.

The site states the device is not recommended before 37 weeks of pregnancy. That is a clear timing condition worth respecting rather than working around.

Care and sterilization: what the site says

Cleaning guidance is specific and includes a few trade-offs:

  • Routine cleaning: hot soapy water, rinse well, air dry. The site notes that breastmilk's antibacterial nature means sterilization should not be necessary.
  • Boiling: acceptable if sterilization is needed; a small amount of shrinkage may occur in the soft tip, but suction should be unaffected.
  • Dishwasher: only the tip is dishwasher safe. Repeated dishwasher cycles make the syringe very difficult to pull.
  • Do not autoclave or microwave — both affect the syringe.

Deciding whether this is relevant to you

Maternal Concepts® is worth looking into if your situation matches one of the described use cases: a latch problem tied to nipple shape or engorgement, a need to prepare nipples before birth after 37 weeks, or a need for cup or supplemental feeding. The site's FAQ answers practical questions about the Evert-It™ specifically, so it is the best starting point if that device is your reason for visiting.

Because these are described as medical devices used for feeding and latch support, the appropriate next step is to discuss the specific device with your lactation consultant or clinician, who can confirm whether it fits your situation and how to use it correctly.

What Are the Suckle-CupTM Infant Feeder and SuppleMateTM Used For?

The Suckle-Cup™ Infant Feeder and SuppleMate™ Infant Care I & II are supplemental feeding tools from Maternal Concepts® for babies with special breastfeeding needs. The Suckle-Cup™ is a soft, flexible, funnel-shaped cup used as an infant feeder. SuppleMate™ Infant Care I & II enables supplemental feeding while a baby nurses. Both are intended for situations where direct breastfeeding alone is difficult, and they work alongside breastfeeding rather than replacing it.

Suckle-Cup™ Infant Feeder

The Suckle-Cup™ is a cup-based feeder rather than a bottle. Its funnel shape and soft, flexible material let you control the flow of milk to the baby without a nipple, which can matter for infants who have trouble coordinating sucking or latching.

It fits situations such as:

  • A baby who cannot yet latch or suck effectively at the breast
  • Short-term feeding support while breastfeeding skills develop
  • Feeding expressed milk or formula when a bottle nipple is not preferred or advised

Because it is a cup, the baby laps or sips rather than sucking, so the feeding rhythm is different from a bottle. Expect to go slowly and allow pauses.

SuppleMate™ Infant Care I & II

SuppleMate™ is designed for supplemental feeding while a baby nurses. In practice, this means the baby is at the breast and receives additional milk through the device at the same time. This is useful when:

  • The mother's milk supply needs support while breastfeeding continues
  • A baby needs extra intake but should keep practicing at the breast
  • Supplementation is needed without switching the baby to a separate bottle feed

The "I & II" naming indicates two versions in the line; check the product page for which configuration matches your feeding plan.

Choosing Between Them

Suckle-Cup™ SuppleMate™
Feeding method Cup feeding, separate from the breast Supplemental feeding during nursing
Best when Baby cannot latch or suck effectively yet Baby nurses but needs extra milk
Keeps baby at breast No Yes

If the goal is to keep the baby practicing at the breast while adding intake, SuppleMate™ matches that. If the baby is not yet nursing and needs a controlled, nipple-free feed, the Suckle-Cup™ fits better.

Practical Notes Before You Start

  • Confirm the plan first. Supplemental feeding devices are usually used under the guidance of a lactation consultant or your baby's clinician, who can confirm the volume and method for your situation.
  • Check the current product page for the specific contents of each SuppleMate™ version, since the two configurations differ.
  • Plan for slower feeds. Cup and supplemental feeding typically take more time and attention than a standard bottle.
  • Watch for the baby's cues. Pauses, turning away, or milk spilling from the corners of the mouth are signals to stop and reset.

For cleaning and sterilization guidance on Maternal Concepts® devices, see the separate instructions for each product; the Evert-It™ page, for example, specifies hot soapy water and air drying rather than autoclaving or microwaving.

How should the Evert-ItTM Nipple Enhancer be cleaned and sterilized?

Wash the Evert-It™ Nipple Enhancer with hot soapy water, rinse it well, and let it air dry. That is the routine the manufacturer recommends. If you want extra assurance, you can boil the device, but expect the soft tip to shrink slightly; the suction should still work. The tip alone is dishwasher safe, while the syringe should stay out of the dishwasher. Do not autoclave or microwave the device, because heat treatment affects the syringe.

Routine cleaning: the default method

Maternal Concepts® states that, because breastmilk has antibacterial properties, sterilization should not be necessary. The standard cleaning routine is:

  1. Wash the device in hot soapy water.
  2. Rinse thoroughly.
  3. Air dry before the next use.

This applies to the whole device, tip and syringe included.

When you want more than washing

Boiling

Boiling is allowed if you decide sterilization is necessary. Two things to know before you do it:

  • The soft tip may shrink slightly. The manufacturer says the suction should be unaffected.
  • Boiling is a whole-device step, not a substitute for the routine wash.

Dishwasher

Only the tip is dishwasher safe. The manufacturer notes that the syringe becomes very difficult to pull after repeated dishwasher cycles, so keep the syringe out and clean it by hand.

What to avoid

Method Allowed? Why
Hot soapy water + rinse + air dry Yes, recommended Standard cleaning
Boiling Yes, if sterilization is needed Slight tip shrinkage possible; suction unaffected
Dishwasher, tip only Yes Tip is dishwasher safe
Dishwasher, syringe No Syringe becomes hard to pull
Autoclave No Affects the syringe
Microwave No Affects the syringe

Why the syringe drives the rules

The device pairs a soft tip with a syringe that creates suction. The cleaning limits all trace back to that syringe: repeated dishwasher exposure and high-heat methods like autoclaving or microwaving change how it performs, and a stiff or damaged syringe undermines the suction the device depends on. The tip is the more heat-tolerant part, which is why it can go in the dishwasher or survive boiling with only minor shrinkage.

A practical routine

For everyday use, hand-wash in hot soapy water, rinse, and air dry. If you want to sterilize — for example, before first use or after illness — boil the device and accept that the tip may shrink a little. Skip the dishwasher for the syringe, and never autoclave or microwave any part. If the syringe starts to feel stiff or hard to pull, that is the signal to check how you have been cleaning it.

Website Overview

An established domain and managed infrastructure suggest continuity of operations and may support dependable delivery, although neither guarantees service quality. Page metadata, canonical configuration and social previews work together to provide more consistent search and sharing presentation.

Domain and Registration

Registered in 1996, this domain has about 29 years of history. That suggests continuity, although ownership and purpose may have changed. Transfer-protection status is present, helping reduce the risk of unauthorized domain transfers. The registrar is GoDaddy.com, LLC, a widely used domain service provider. The domain uses the common .com extension, which is not an independent safety signal.

DNS and Email

Nameservers are provided by GoDaddy, indicating managed DNS hosting. MX records point to the emailsecurity.app email service. No CNAME was found; the observed records resolve directly to addresses. SPF and DMARC are configured. DKIM status is unknown. DNSSEC signatures were not detected, so this additional DNS authenticity protection is not confirmed.

TLS and Certificates

The public key uses EC with 256 bits. The server supplied a complete certificate chain. No organization name is present in the certificate; the available fields are consistent with domain validation. The certificate was issued by Let's Encrypt, commonly associated with automated certificate services. The certificate's total validity is about 89 days, consistent with a short renewal cycle.

HTTP and Browser Security

The response lacks these common security headers: Referrer-Policy, Permissions-Policy. No X-Powered-By header was found, reducing one common source of backend fingerprinting information. The cf-ray response header indicates a CDN or caching proxy in the delivery path. No obvious internal addresses or debug information were found in the headers. The Server header identifies cloudflare without an exact version.

Technology Stack Analysis

The public page identifies Shopify, Cloudflare without precise versions, leaving fewer clues for version-specific scanning.

Search and Social Sharing

Twitter Card metadata is configured. JSON-LD includes Organization data, helping describe the organization as an entity. The title has 18 characters, within a common display range. A meta description is present, with 61 characters. The observed directives allow indexing and link following.

Hosting and Email

DNSGoDaddy
HostingCloudflare
Emailemailsecurity.app
Approximate IP geolocation (inferred; a CDN or proxy may differ from the origin server) Canada flagOttawa, Ontario, Canada Inferred 23.227.38.65

Registration details

RDAP / WHOIS

RegistrarGoDaddy.com, LLC
Registered1996-11-12
Expires2026-11-11
Domain statusclient delete prohibited、client renew prohibited、client transfer prohibited、client update prohibited
Nameserversns51.domaincontrol.com、ns52.domaincontrol.com
DNSSECunsigned

DNS records

DNS

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TLS and certificates

TLS / SSL

AssessmentNormal configuration
Supported protocolsTLSv1.2、TLSv1.3
Negotiated protocolTLSv1.3
Certificate subjectmaternalconcepts.com
IssuerLet's Encrypt
Valid until2027-01-07T20:02 · Remaining when checked: 70 days
Verification detailsCertificate trust: Passed · Hostname match: Passed

HTTP response headers

HTTP

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content-languageen-US
cache-controlprivate, max-age=0, must-revalidate
servercloudflare
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x-frame-optionsDENY
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set-cookieRedacted

Identified technologies

ShopifyCloudflare

Pages, Search and Sharing

Meta descriptionSupporting women with special breastfeeding needs since 1997!
Canonical URLhttps://maternalconcepts.com/
LanguageEnglish (default)
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