In a market saturated with wellness products that promise to fix your whole life but rarely deliver much of anything, this year’s personal care winners stand out for actually solving real problems. Each winner proves that meaningful innovation happens when companies consider users’ actual needs—and use that knowledge to make good products great. Building on the company’s experience creating the first fully in-bra wearable electric pump, Willow has reimagined what a manual pump can be. The result is a wearable pump that’s finally quiet enough to use anywhere—even during that morning video meeting. Users can take a scientifically validated hearing test, then use the Hearing Aid feature to adjust for mild to moderate hearing loss.