Startups 100: Pretty Mama Named on Annual Index of Disruptive UK Startups

  • 15th annual Startups 100 celebrates best new UK businesses
  • Previous winners include Monzo, Deliveroo, and HelloFresh
  • Pretty Mama is listed at number 75
  • This year’s listees have collectively raised £2.5 billion in finance

The UK’s longest-running index of the 100 most disruptive and innovative small businesses has been announced, and Pretty Mama has been listed at number 75.

For the 15th year, has identified which UK businesses launched in the last five years are making waves. The list showcases the best of British innovation and entrepreneurship.

Launched in 2020, Pretty Mama was founded by two sisters in Newcastle and is the brand you always wanted but could never quite find –affordable, well-made breastfeeding clothing with sustainable styles, without the need to compromise on style or comfort, a certain that customers will be able to use and love for a long time after your nursing journey is over. 

Pretty Mama Co founder Alex and Jenny

Co-Founder Alex says; I really struggled to find any pretty breastfeeding clothing, My body had changed so much during pregnancy and the maternity wear really lacked in boosting my post birth body confidence’

Co-founder Jenny also made the shortlist for our Young Entrepreneur award! This accolade celebrates the brilliant young innovators aged 25 and under who are here to solve the next generation’s challenges with their inspiring business idea.

 The Startups 100 2023 ranking methodology

The index comprises businesses that are UK-based, privately-owned, and launched after 1 January 2017. A weighted score is given to every business entrant based on five key areas of analysis:

  • Finance
  • External validation
  • Size of opportunity
  • Innovation
  • Strength of concept

These scores are then averaged out to give us our overall ranking for the Startups 100 Index 2023.

Sitting at the judges’ table and selecting special award-winners were influential business figures Sahar Hashemi OBE, Alison Loveday, Deann Evans, Christopher Kenna, Ian Wallis, Rachel McClelland, Andrea Pattico, and Eloise Skinner.

 Editor of Richard Parris says: “The 2023 Startups 100 shows businesses don’t have to sacrifice profits to have purpose. Against a backdrop of gloomy global events we can see UK entrepreneurs creating new ventures that not only create jobs but also make a real difference to the world around them - I think this is the inspiration we all need to take into the year ahead.”

Written by Jennifer McFadden

More stories

Entrepreneurial sisters put their fashion business to the ultimate test

A start-up business co-founded by a Northumbria University graduate is set to appear on the BBC’s Dragon’s Den on Thursday March 31. By Northumbria...