At Poppylist, we’re all about cutting through the clutter and spotlighting the people truly making life better for new parents. That’s why we’re launching a series highlighting innovators who are rethinking what families really need.

One of those founders is Natalie Dowling, who turned her own healing postpartum experience into a mission to help others feel less overwhelmed and more supported. With Popped, she’s created thoughtfully designed, multi-use recovery essentials that prioritize moms’ well-being—something too often left out of baby prep. We’re proud to share her story, because recovery isn’t a luxury—it’s something every mom deserves.

We spoke with Natalie to learn more about the story behind Popped, the values that guide her work, and what she wants every new mom to know about recovery.

Starting Popped

For Natalie Dowling, the urge to build Popped didn’t arrive all at once—it revealed itself in a pair of unexpected moments. The first came during a brief chat with a new neighbor who was just weeks away from having her first baby. Natalie felt an overwhelming urge to prepare her for the reality of postpartum life, but found herself defaulting to vague, well-meaning offers like, “Let me know how I can help.” Afterward, she worried she’d either scared her neighbor or said too little, but the conversation lingered with her. “I realized I had a really strong desire to help new moms,” Natalie reflects. “And I was projecting that passion onto this poor, unsuspecting new mom.”

The second moment came after the birth of her second son—an experience that proved to be profoundly healing. Unlike the struggle she faced after her first child, this postpartum period was calm, empowering, and joyful. That contrast lit a fire in her. “I started Popped almost immediately after he was born,” she says. “I wanted to help other moms avoid what I went through the first time—and feel what I felt the second time.”

The Pillars of Popped’s Design Philosophy

For Natalie Dowling, the foundation of Popped is built on three key principles: quality, affordability, and functionality. First and foremost, quality is essential. When creating products designed for such sensitive areas of a woman’s body, there’s no room for compromise. “If women are trusting our products to help their most sensitive areas, they have to be superior in quality and actually work for them,” Natalie says.

Affordability comes in a close second. Postpartum care shouldn’t be a luxury, and Natalie is committed to making it accessible to all moms. “Taking care of yourself shouldn’t be a luxury,” she explains. “It’s essential.” With this in mind, she ensures that Popped’s products are priced in a way that doesn’t break the bank.

Lastly, functionality is at the core of every product. Natalie believes in creating items that serve more than a single use, so moms get the most value for their investment. “I truly hate buying something that’s designed for one use, especially when it’s expensive,” she admits.

Nearly all of Popped’s products are made in the USA, reflecting Natalie’s belief that "our mission should extend up and down our supply chains in supporting local mothers, families, and parents who work on these products." It’s a philosophy that turns Popped into more than just a business—it’s a family effort, with every part of the process supporting a larger community.

What Sets Popped Apart

What truly sets Popped apart in the postpartum space is its unwavering commitment to putting mothers first. Natalie Dowling believes that prioritizing the well-being of new moms, even when it’s not the most profitable decision, is what makes the brand stand out. “There have been a lot of little and big decisions made that maybe weren’t in the best interest of business and profit, but the upside was being able to serve the mothers who buy from us even more,” she says. For Natalie, it’s about heart over bottom line, and she believes that dedication to helping women navigate postpartum recovery is what truly differentiates Popped from others in the market today.

What’s Next for Popped

Looking ahead, the future of Popped is filled with exciting possibilities. Natalie Dowling shares that there’s a constant flow of new ideas bubbling within the company, and the potential to offer even more support for new moms is vast. “There’s so much that can be done to help new moms,” she says. While she’s not quite ready to reveal what’s coming next, she hints at a few exciting initiatives and products in the works. “Stay tuned,” Natalie teases, leaving moms everywhere eager to see what’s on the horizon for Popped.

A Peek Into Natalie’s Morning Routine

We couldn’t resist asking Natalie to describe her morning routine in one word, and her answer? Chaos. “I’m currently 34 weeks pregnant with my fourth, and my oldest is 6, so I wake up from a dead sleep with my 4- and 6-year-old either jumping on our bed or scaring us,” she says with a laugh. "And then our 2-year-old is singing in her crib. It somehow just gets crazier from there!” But despite the early-morning whirlwind, Natalie wouldn’t have it any other way. “They think my husband and I are the coolest, most fun people ever, and I know that’ll change as they get older. So, I’m really trying to soak it all up now.”

We’ve loved sharing the story behind Popped and are so excited to introduce Natalie to our community. Her dedication to creating thoughtful, multi-use postpartum products is truly inspiring, and we’re proud to feature Popped in the Poppylist shop. Be sure to check out the full range of products, and follow Popped on social media for the latest updates and insights: @thepoppedshop