(Watch the full segment below.)

From a Single Service to a Dedicated Maternal Wellness Brand

Madam Partum began in 2016 as a postnatal massage service under Chien Chi Tow. Demand told us something bigger was needed. In 2017, we became a dedicated TCM-based maternal wellness brand to continue to serve the immediate needs of mothers from pregnancy care to lactation and beyond in their motherhood journey.

The growth speaks for itself: from 9 postnatal packages sold at our first mummy fair in February 2017, to around 100 packages just six months later. Today, Madam Partum operates two retail outlets and a home-service team serving thousands of mothers across Singapore.

Why Are More Mothers Turning to Postnatal Massage?

According to Yen, it comes down to one shift: mothers no longer see postpartum discomfort as something to simply endure.

Pregnancy, delivery and newborn care place real physical demands on a mother’s body  on the back, neck and shoulder aches, pelvic discomfort, abdominal weakness, water retention and fatigue are common. Breastfeeding mothers may also face engorgement, blocked ducts or low milk supply.

“Postnatal massage goes beyond slimming or tummy binding. It provides physical support through relaxation, relieving muscular tension, supporting mobility, and giving the mother dedicated time to rest and recover.”

Mothers today are also more informed than ever researching, comparing notes in mummy groups, and actively planning their own recovery, rather than relying solely on advice from family or confinement nannies.

And it’s not just younger mums. We see women in their 20s through their 40s, first-time and experienced mothers alike. What matters isn’t age, it’s awareness of what their body needs.

How Does It Actually Work?

Madam Partum’s approach is rooted in TCM principles and tuina techniques that have been grounded and created to heal, not simply relaxation massage. Depending on delivery type, recovery stage and individual needs, our therapists work on the uterus, abdomen, lower back, pelvic region, breasts, shoulders and limbs.

Breast and lactation care is a key focus area, using specialised TCM lactation massage techniques to support mothers dealing with engorgement, blocked milk ducts or low milk supply always alongside proper breastfeeding basics to follow and referral to healthcare professionals when needed.

A typical programme ranges from 10–14 sessions, at approximately from $100 per session at the outlet, with home-service options available for mothers who prefer to recover in their own space.

Is Postnatal Massage Necessary?

In MD Yen’s words: yes and mothers deserve this care.

“So much attention naturally goes to the newborn that sometimes the mother’s own recovery becomes secondary. Massage provides a direct form of physical support during a period when a mother is feeding every few hours, carrying her baby, and recovering from childbirth all at once while adding on to the physical strain on the body.

During the Channel 8 interview,Yen Lim explained that many mothers now  choose 90-minute postpartum massage sessions. From observation and experience, a longer session duration allows the therapist to understand the mother’s concerns and work effectively at a comfortable pace. A 60-minute session may sometimes feel rushed, especially when she would like more attention given to a particular area of discomfort.

This does not mean that a longer session is automatically better for everyone. The appropriate duration and approach depend on the mother’s condition, comfort and stage of recovery. Personalisation remains central to how we care for every mother.”

The benefits go beyond the physical. Mothers consistently tell us that having someone regularly check in on their recovery brings real reassurance during the early postpartum weeks.

That said, massage is not a substitute for medical care. A properly trained therapist knows postpartum conditions well enough to recognise when not to massage and when to refer a mother for medical attention. Every mother’s needs are different, whether she’s had a vaginal delivery, a C-section, or is navigating breastfeeding challenges which is why care at Madam Partum is always personalised.

The Takeaway

Postpartum recovery isn’t a luxury, it’s a physical need that deserves the same attention as the care given to a newborn. From easing muscular tension to supporting breastfeeding mothers through lactation challenges, postnatal massage plays a real, evidence-informed role in helping mothers heal.

Ready to prioritise your recovery? [Book a consultation with Madam Partum →]

As featured on Mediacorp Channel 8, 6:30pm News, 16 August 2026.

In line with Government task force to embark on a 3 Phases of safe reopening approach Post Circuit Breaker, Madam Partum services will remain temporarily closed for Pre- and Post-Partum services until Phase 2.

For now in Phase 1, our team of certified Chinese Physicians will be available to assist you in treatment of any chronic pain or inflammation associated with breastfeeding at Madam Partum @ Katong or any of Chien Chi Tow outlets, for pain management treatment. 

Drop us a WhatsApp to 8166 0060 or 8166 0070 to let us know if you have other queries or for any advice.

We are looking forward to serving you once these challenging and unprecedented times are over! Our thoughts and well wishes are always with you and your family as your recovery and safety is our utmost priority.

With Love, Team @ Madam Partum💕