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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®.
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