My Expert Midwife was established in 2017 by registered midwife, Lesley Gilchrist and massage specialist, Claire Charlton. Drawing from their personal experience and professional expertise of caring for women throughout pregnancy, the brand launched a range of no-nonsense products developed to tackle taboos around pregnancy and childbirth for new and expectant mums and new babies. At the heart of the business is a team of expert midwives with 140+ years of​ combined experience in midwifery.

The brand currently has a portfolio of 19 products all designed to help women prepare and recover during pregnancy, birth and early parenthood alongside midwife-developed webinars, antenatal classes and e-books. Spritz for Bits, the brand’s iconic and award-winning perineal recovery spray, has helped over 300,000 women recover following childbirth. Products are sold online and in Boots, John Lewis, Ocado, JoJo Maman Bébé and Next and are glowingly recommended by thousands of mums.