How to prevent these blisters while breastfeeding/pumping? Why does this happen??

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I would also suggest to make sure to keep the nippers clean with some comfortable temp water and a very soft cloth before and after nursing for a while...currently breastfeeding 9week old baby, previously breastfed one baby for 3 months and another for 19 months and had this happen all three times in the beginning.

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Put breast milk on it. Breast milk is the best nipple cream out there

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Ouch mama! I would check to see if your baby has a shallow latch while breastfeeding and check that your phlange is the correct size for you when pumping. I had to swap sizes for pumping to be comfortable.

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That looks like a shallow latch and/or poorly fitted flanges. I used Medela Shells (NOT a nipple shield) with my 3rd baby. She started with a poor latch and my nipples were a little inverted. The shells help keep your nipple erect for the next feeding and allows for air flow to help the nipple heal. I also applied a small amount on milk to each nipple post feeding as the milk is helpful in healing as well. They do make a "triple nipple cream" if you can find someone to prescribe it. It's a miracle! Definitely check babe for a shallow latch though, you shouldn't have sores!