Bellabeat presents a new class of health trackers catering to the needs of women, and expectant and new mothers

NPD Group’s 2014 Wearable Technology Study found that women outnumber men as prospective buyers of wearable fitness devices. It is no surprise then that numerous wearable devices are reaching out to women by emphasizing design. Though admittedly better than the rampant pink washing in other categories, many of these products are often the same products in a shinier shell. That’s where Bellabeat comes in.

Bellabeat is a brand with a trio of devices and accompanying app that include specific functions that optimize their functionality for new mothers.

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