NEW Harmony manual breast pump and Purelan lanolin nipple cream

MEDIA RELEASE: 2 November 2020

Mums and healthcare workers resonate with rising student artist’s work sharing the diverse and unifying moments of breastfeeding

Australia’s leading breast pump innovator, Medela launches two new products: its improved Harmony™ breast hand pump, the latest to join its full Flex™ breast pump range giving more comfort and milk5, as well as its new ethically sourced Purelan™ Lanolin cream, giving mums fast relief1¯4 for sore nipples, that’s safe for bub and the environment.


This year has brought more challenges than ever – and perhaps even more so for breastfeeding mums. 

Whether you’re managing breastfeeding in isolation with a newborn baby – first time or with other kids at home, or juggling full-time or part-time work in a world where things change daily – mums have more on our plates than ever.

It’s why Medela continues to support its reputation as Australia’s leading breast pump innovator, launching two new products on 2 November 2020, making life just that little bit more comfortable and easier for breastfeeding mums and their families.

As one of the leading choices of breast pumps for millions of mums globally, Medela’s Harmony™ manual breast pump has got even better, now fitted with the research-based, state-of-the art PersonalFit Flex™ breast shield, giving mums more comfort and milk5.

Launching at the same time is Medela’s enhanced Purelan™ cream with 100 percent ethically sourced lanolin, giving mums fast relief1-4 for sore nipples, that’s safe for bub and the environment.

Medela’s Harmony™ manual breast pump gives more comfort and flexibility for mums

Harmony™ is a single manual breast pump, perfect for mums who express occasionally and need a lightweight travel companion.

It’s the latest to join the complete Medela Flex™ family range, including Medela’s Freestyle Flex™, Swing Maxi Flex™, and Swing Flex™.

Now whether mums prefer manual or electric, all Medela Flex™ breast pumps will be adjustable to fit each mums’ natural breast shape. All pumps are more comfortable, easy to use and give up to 11 percent more milk for baby5.

The new Harmony™ hand pump was developed after global research revealed mums wanted more comfort, more milk and better value for money.

“Harmony’s been the number one choice of millions of mums globally - loved for being a light-weight, on-the-go hand pump that’s convenient and efficient,” Medela Marketing Manager Margarita Magdalinos said.

“And now, thanks to research and work from scientists in partnership with mums, we’ve been able to evolve it to be even more comfortable, and efficient than ever.

“Whether you prefer manual or electric – we’re delighted to give mums more comfort to fit in with their lifestyle, expressing needs and pockets. It can be used as a backup to your electric pump, or for occasional use if you normally breastfeed your baby.

“For mums who pump more frequently, a double electric pump like the Swing Maxi Flex™ or Freestyle Flex™ may work better for their needs.”

All Flex™ products have been designed based on nearly 60 years of expert research and experience working with breastfeeding mothers worldwide.

They all use Medela’s 2-Phase Expression technology, mimicking your baby's natural suckling rhythm and are fitted with the PersonalFit Flex™ breast shield - with a 105-degree opening angle, soft rim and oval shape for a better fit.

The PersonalFit Flex™ breast shield puts less pressure on your milk ducts than traditional breast shields, and is clinically proven to give more comfort for mum, and more milk for baby.5

“Breasts come in all shapes and sizes and they’re as unique as the personalities and lives of women themselves – so we’re delighted to continue to evolve all our products and give mums support for their breastfeeding experiences.”

The new Harmony™ breast pump starts at $69.95, and is available from leading online and offline baby specialty retailers, grocery, department stores and pharmacies.

Medela’s Purelan™ gives mums fast relief1¯4 for sore nipples, that’s safe for bub and the environment

Medela’s improved Purelan™ Lanolin cream gives safe, ethical and soothing relief for mums, 100 percent natural, single-ingredient pure lanolin (wool wax).

With Australian buyers wanting products supporting animals and the environment6 - Medela’s new Purelan™ uses a fully traceable supply chain, sourced from mulesing-free farms.

It contains no artificial additives or preservatives, is hypoallergenic, suitable for sensitive skin and it doesn't need to be removed before breastfeeding your baby.

It’s dermatologically tested and to the highest safety standards, including the European Pharmacopoeia and United States Pharmacopoeia standards.

“In the first few days and weeks of frequent breastfeeding, many women may experience nipple soreness and dry skin,” Medela Marketing Manager Margarita Magdalinos said.

“Purelan™ Lanolin cream’s rich texture creates a protective layer on the skin’s surface, helping to soothe sore nipples and dry skin.

“The Purelan™ Lanolin cream is so safe, mums can even use it on their baby's skin,” Margarita said.

Available in two pack sizes: 7g handy for your handbag retails at $9.95 and a value 37g pack perfect for home or nappy bag use at $19.95.

Media contact: Katie Martel, Croft PR, +61 413 780 545,


Where is Medela available in Australia?

Medela products are present in most hospitals across Australia and New Zealand, as well as in store and online at national retailers like Baby Bunting, Chemist Warehouse, Coles, Target, Big W and many specialty baby stores.

Medela products are also available at, and from Amazon, E-Pharmacy, and Nursing Angel.

About Medela Australia:

Medela was founded in 1961 by Ollie Larsson and headquartered in Switzerland. Medela today is led by his son Michael Larsson.

Medela has actively been supporting Australian mothers, babies, and their families in Australia for more than 19 years through its distributing partners.

Medela opened its Australian office in Melbourne in October 2009. Now, more than ten years on, it employs more than 33 people across Australia.

Medela provides breastfeeding mums, families and communities with leading breastfeeding products, expert insights, and ongoing research and education to support the breastfeeding journey.

Medela exists to enhance mother and baby health through the life-giving benefits of human milk. Medela has actively been supporting Australian mothers, babies, and their families in Australia for more than 18 years.

Support for mums

To help all breastfeeding mums, Medela also has a free downloadable breastfeeding support app ‘MyMedela’ as well as an online community of more than 13,000 mums called ‘The Mums Room’ where mums can access information and support – like having a breastfeeding expert on call 24 hours a day.

Medela is also inviting mums to share their unique breastfeeding journey via social media as part of Medela’s ‘#Shapedaroundyou’ campaign, as well as @medela_au.


1 Clark EW, Steel I. J Soc Cosmet Chem. 1993; 44:181–195.

2 Barba Albanell C et al. Skin Pharmacol Physiol. 2018; 31:198-205

3 Abou-Dakn M et al. Skin Pharmacol. Physiol. 2011; 24(1):27–35.

4 Brent N et al. Arch. Pediatr. Adolesc. Med. 1998; 152(11):1077–1082.

5 Clinical studies by Medela’s Medical Research Department Research of PersonalFit Flex, as compared to PersonalFit data on file (NCT02496429, NCT02492139, NCT02719548, NCT03091985).

6 McCrindle research on behalf of Fairtrade Australia and New Zealand in 2014