Mama, Certified Breastfeeding Specialist (CBS) and advocate for health of mums and bubs, Gabrielle Seet introduced Legendairy Milk to mums in Singapore in 2018. In this edition of Mums We Love and also in celebration of International Women’s Day next week, Mummyfique showcases Gabrielle and Legendairy Milk. The brand offers a range of healthier-alternatives and supplements that are a god-send to mums embarking on their breastfeeding journey. Gabrielle shares about her family, her introduction to Legendairy Milk and how she manages being a mama to two boys and business owner all at the same time!
Who is Gabrielle? Describe yourself in three words!
Gabrielle Seet: Strong-willed, confident, and ambitious. I’m also a Certified Breastfeeding Specialist (CBS) with six years of experience.
Tell us a little about your family (husband, kids) and your growing-up years.
I’m married to Matt, a Belgian, and together we have two boys: Caius, who’s seven, and Myles, five. Matt is the COO, and I’m the CEO. We both turn 36 this year and have been in business together since 2018. It is also not easy to work with your life partner but that is a story for another time!
Growing up, I attended an all-girls school, where I struggled with self-image, particularly because I was on the heavier side. As I’ve grown older, I’ve become more confident, and having a partner who appreciates me for who I am has been a huge part of that. My parents were always working, and my grandparents were my caregiver. This taught me independence, but I think my entrepreneurial spirit comes from my parents – they were both entrepreneurs.
What inspired you to introduce Legendairy Milk to mums in Singapore?
When Caius was born, I struggled with milk production and was desperate for solutions. That’s when I discovered Legendairy Milk, it made such a difference to my pumping journey that I wanted to share it with other mothers. We immediately got on a call with the Americans and the rest was history. From the time my son was born to launching the business, it all happened in the span of just three months! We officially launched online on 1 November, 2018, from our dining table at home, and quickly gained attention on social media, as mothers started posting their positive results using our products which snowballed fast, because nobody has seen anything like us.
However, It was quite nerve wracking few months, at that time, my husband had lost his job just two weeks before our son was born, so we used all our savings to buy our first batch of products.
What distinguishes Legendairy Milk from other lactation supplement brands in the market?
We emphasise health for both mum and baby, with products that are almost zero calorie, sugar-free, and all natural. Unlike lactation treats, which are often high in sugar, our products offer a sustainable, healthier alternative. We focus on providing functional, long-term solutions rather than short-term indulgences.
What were the top three challenges you faced when bringing Legendairy Milk into Singapore?
- Educating mothers about alternatives to lactation treats, which were the common go-to in the market.
- Some mothers were reluctant to take pills, so we introduced liquid versions of our products.
- Breastfeeding can be a short journey for many women, so it’s a niche market, as many mothers breastfeed for only three to six months based on statistics.
What has been the most fulfilling moment since Legendairy Milk SG began?
Everytime a mother recognises me and tells me how much our product has helped in her breastfeeding journey! Being able to support thousands of mothers and babies has been incredibly fulfilling. We’ve also expanded to include two other brands under our umbrella, Ceres Chill & Recova Labs, which has been an exciting journey. Also we started as a home business even through Covid, but now we have moved to our second office.
Why do you offer Fenugreek-free products?
Fenugreek is the most commonly used herb for lactation, even in hospitals, but it can have unpleasant side effects for both mothers and babies. We wanted to create a healthier, safer alternative without these risks.
What are the top three must-have items from your product range, and why?
- Dynamic Duo – Our new product, a prenatal and postnatal multivitamin with a powerful blend of 25 essential vitamins and minerals, including an innovative way of including vegan DHA within the capsule so mothers no longer have to stack supplements.
- Liquid Gold – Our top selling herbal lactation blend, which has helped countless mothers with milk production. It is the OG product.
- Baby Vitamin Elderberry Drops – A must have for boosting baby and toddler immunity. Very few supplements on the market are both safe and healthy for babies, and this is one we truly trust.
Describe your typical day, both at home and at work!
I wake up at 6:30am, send my eldest to primary school, then head to the gym or go for a run in the neighbourhood. After breakfast with my younger son, I head to the office or meetings. I’m still in charge of customer service on every platform, including our WhatsApp lactation hotline, which I absolutely love! It keeps me connected to the mothers we serve. We can have quite a bit of enquiries overnight so it takes up 50% of my time and I also reply after hours and even when I’m in bed. I always feel the need to not let our mamas wait because breastfeeding is already so stressful.
After work, we sometimes go for date nights, or I go out with my close group of mum friends. Besides that, my free time revolves around entertaining my kids.
How do you cope with being a mum and a business owner simultaneously? Any go-to strategies?
We used to work from our home office until 2021, and even packed all our orders from home, those time was a lot easier as I got to spend alot of time with my children in their early years – I still reminisce about those days with my husband alot. These days as we scale, we have overheads to take care of, and time spent at work, it’s definitely a balancing act!
Having your own me time is so important in order not to lose your identity, so I will always ask my girlfriends out. Also, Learning to say no when it’s appropriate. Another one is staying healthy and exercising. Being in my mid-30s, I’ve noticed the effects of ageing and had a health scare a couple of years ago. That’s what led me to launch my latest product and brand, Recova Labs – a range that focuses on optimal health and fighting fatigue, with ingredients like Phycocyanin from spirulina patented in France.
Any tips or advice for new mums struggling with breastfeeding?
I recommend seeking help from a lactation professional as soon as possible. Many mothers struggle because they don’t know who to turn to, and sometimes, the advice from family or friends isn’t always helpful. And both parents to go for a breastfeeding only class before baby is born.
What’s next for the company? Any exciting plans for the future?
We have many exciting new products coming from Legendairy Milk, including a new women’s health range which is for all women. There’s close to 8 products to be launched this year. But right now, I’m focusing a lot of my energy on Recova – marine extracts from France, which is for everyone, not just mothers. There’s a lot in the pipeline!
