A Chat with Supermom Lauren Hinnershitz, Founder of NOONI’S

When Lauren Hinnerschitz had her first son, she knew there must be a better way to deal with leaking milk. So she created NOONI’S, a line of leak-resistant nursing apparel. We chatted with Lauren about the why behind NOONI’S, a brilliant parenting hack and the phrase that sees her through tough parenting moments.

Congrats on launching NOONI’S! What inspired you to start your own business?

I’ve always been inspired by my father, who ran his own apparel business for 23 years. It’s a rewarding challenge to start something from scratch and see it grow, especially if it’s something that has the potential to help people. When I thought of the idea for NOONI’S, I not only needed the product for myself, but I also wanted it to be available to women dealing with leaking breast milk, night sweats, post-op recovery, etc.

How did you come up with the idea to create leak-proof bra?

The idea came out of a personal need. I spent many nights waking up to change my cold, milk-soaked shirt and searching online for products to help with leaking. I tried so many different nursing pad materials, shapes, and sizes, and they consistently moved out of place or soaked through. I was so frustrated and knew there had to be a better solution.

I wished I could just ditch my pads and leak right into my bra. Why couldn’t the entire front of my sleep bra do what a nursing pad is supposed to do? Then, instead of my leaks waking me up, I would be fully covered and could actually rest until my baby woke me up. I started thinking about all of the possibilities for how padless, leak-resistant nursing apparel could help new moms – day and night – and knew I had to try to make it happen.



If you could hand off one chore to someone else each day, what would it be? 

Figuring out what’s for dinner. I love to cook, and I prep most meals over the weekend, but I would happily pass on the meal planning process.

What is your favorite thing to do to relax and unwind?

Nurse my baby “alone” in my comfy nursing chair. I enjoy the peace and quiet in his nursery. It is an escape that I know is short-lived, which makes me enjoy it that much more.

What is your best parenting hack? 

When my son was ready to transition out of his crib, I used swimming pool noodles rather than purchasing bed rails for $30-$40 per side. I tied three together and slid them under each side of the fitted bottom sheet. It only cost me $6, they are easy to travel with and “reinstall,” and they are now being used as toys – until they are needed again for my second child.

What is the best white lie that you’ve told your child?

My son wants to be as tall as his dad, so when he wants to eat junk food, we remind him that unhealthy foods stop him from growing.

If you could describe motherhood/fatherhood in one word, what would it be? 

Hard. When I first became a mother, I had a newfound respect for every mother I’d ever known. I couldn’t believe that we were strong enough to actually survive the exhaustion of constantly being needed. It’s truly amazing how we learn to adapt to an entirely new world.



What’s one moment in your motherhood journey that has made you proud?

Recently, I was picking up my son from class. I grabbed his hand to pull him out of the chaos, towards a space where he could put his shoes and coat on. All of a sudden, he pulled me the other way. I started to get frustrated, until I realized he was trying to get to another boy who was crying. It was that boy’s first time in the class, and my son wanted to comfort him by telling him, “It’s okay, take a deep breath.” The teacher later told me my son had put his arm around the other boy when he first started getting upset, and walked him around to another area so they could play together.

What is one piece of advice you want to pass along to your children?

Always trust your gut.

What is one piece of advice you would pass along to other moms?

Remember that this too shall pass. I haven’t been a mom for long, but I’ve made it through breastfeeding pain, sleepless growth spurts, and potty training by repeating over and over, “This too shall pass.”



How do you tackle the work/life balance? 

I started my business when my first son was less than one year old, and I officially launched NOONI’S while I was pregnant with my second. My world keeps changing as my business grows and I am constantly finding new ways to balance it all. Right now, I work when my oldest is at school and when both kids are sleeping. I make lists to reference and keep track of priorities when life’s curveballs throw me off track. And, I ask for help where/when I need it – thank goodness for my husband!

What was the last book you read?

Babywise (a newborn sleep book).


Fun Facts

Favorite Beauty Product: 

I would hate to live without my lip balm.

Favorite Form of Exercise: 

Warm yoga. It helps me clear my brain, keep up with my sons, and maintain my sanity.

What is on your DVR?

I catch up on TV while I’m nursing. At the moment, my DVR has all of the doctor shows (Greys Anatomy, New Amsterdam, Chicago Med, The Good Doctor, The Resident), This Is Us, Modern Family, The Ellen Show, A Million Little Things, and Manifest. And of course, Paw Patrol and Blaze for my son.

Favorite App:

I watch most of my favorite TV shows on my phone or iPad using our cable provider’s streaming app, so that is top of my list right now.

Favorite Kids Store:

Five Below. It’s my go-to store when I need a gift for one of my son’s friend’s birthday parties. I love being able to fill a gift bag full of fun toys, and pick up a little something extra for my son too.