Introduction: A Growing Trend in Maternal and Baby Care
In recent years, we’ve seen a growing trend in the beauty industry: the rise of maternal and baby care brands that prioritize gentle formulations, holistic care, and emotional storytelling. Many of these brands have been founded within the last five years, highlighting a surge in demand for skincare products that cater to the unique needs of both mothers and babies. These brands, often born from personal experiences of motherhood, are revolutionizing the category by offering products that are as safe and effective as they are thoughtfully designed.
With a focus on hypoallergenic, multi-use, and affordable products, these brands are responding to modern parents’ desire for skincare solutions that are gentle, convenient, and aesthetically pleasing. Whether it’s embracing minimalist packaging or sharing heartfelt stories of motherhood, these new brands are reshaping how we think about maternal and baby care.
This blog post will explore some of the standout brands in this growing category, focusing on the trends that are driving their success, from hypoallergenic formulations to playful design aesthetics. From brands like EllaOla and Evereden that emphasize gentle, science-backed skincare, to Brillo Beauty and Beetl, where emotional storytelling is at the core of their brand identity, we’ll dive into what makes these brands unique and why they’re resonating with modern parents.
1. Gentle and Hypoallergenic Formulations
One of the key trends in the maternal and baby care category is the focus on gentle, hypoallergenic formulations. As parents become more informed about the potential irritants in skincare, there’s an increasing demand for products that are designed specifically for sensitive skin. These formulations are not only about avoiding harsh chemicals, but also about ensuring that the products provide a calming, soothing experience for both baby and parent. Brands that excel in this space tend to emphasize safety and efficacy, with a focus on providing peace of mind for parents worried about skin reactions. This trend moves beyond the "free-from" marketing approach often associated with clean beauty, centering instead on the needs of delicate, reactive skin. Two standout brands in this category are EllaOla and Evereden, both of which have built their reputations on creating products that are both effective and extraordinarily gentle.
EllaOla: A Science-Backed Approach to Gentle Skincare
EllaOla, a U.S. brand founded by Holly Pan, was created with the specific aim of developing the safest and most effective products for babies. The brand was developed in collaboration with leading pediatric dermatologists, ensuring that its formulas are not only gentle but also backed by the latest scientific research. This gives EllaOla a unique edge in the market, where parents are increasingly looking for products that are not only kind to sensitive skin but also clinically proven to be effective.
The brand’s focus on hypoallergenic formulations is central to its identity. Each product is meticulously tested for irritation and sensitivity, ensuring that it meets the highest safety standards. EllaOla is particularly dedicated to serving babies with eczema-prone or ultra-sensitive skin, offering solutions that are both calming and nurturing. Its commitment to safety goes beyond just eliminating harsh chemicals, with a strong emphasis on hypoallergenic, fragrance-free, and dermatologist-approved formulations. This makes EllaOla a go-to brand for parents who are especially concerned about skin sensitivity.
Evereden: Combining Gentle Care with Botanical Ingredients
Evereden, a U.S.-based brand founded by Kimberley Ho, has become a trusted name in the maternal and baby care market due to its dedication to creating gentle, hypoallergenic products. Founded by a team of doctors and mothers, the brand emerged to fill a gap in the market for baby care products that balance safety with luxury. Evereden distinguishes itself through its use of high-quality botanical ingredients that not only shield sensitive skin but also provide nourishment.
What sets Evereden apart is its thoughtful combination of nature and science. By blending natural, plant-based ingredients with clinically proven safety protocols, the brand appeals to parents who seek both efficacy and gentleness. Each product undergoes rigorous testing to ensure it’s suitable for even the most sensitive skin types. Evereden also avoids fragrances and other common irritants, focusing instead on hypoallergenic formulations that deliver peace of mind to parents.
This blend of nourishing botanicals and dermatologist-tested safety places Evereden at the forefront of the trend toward gentle, hypoallergenic skincare for babies and mothers, catering to those who prioritize both safety and nurturing care.
2. Holistic Approach to Care (Baby + Mother)
An emerging trend in the maternal and baby care category is the focus on a holistic approach, where brands create products that cater to both the baby and the mother. This shift reflects a growing recognition of the interconnected needs of both during pregnancy and postpartum. Rather than treating baby and mother as separate entities, these brands emphasize products that nurture and support the bond between them. This approach also adds convenience, offering multi-functional solutions for busy parents who want fewer products that do more. SoKind and Talm are two standout examples of brands that embody this holistic philosophy, crafting their product lines to care for both mother and baby.
SoKind: Thoughtfully Designed for Mothers and Babies
SoKind is a Danish beauty brand founded by Katrine Kläning with a clear mission: to create safe, effective, and luxurious skincare products for both mothers and babies. The brand was founded with the aim of supporting women through all stages of motherhood, from pregnancy to postpartum recovery, while also providing gentle care for their babies. SoKind uses carefully selected ingredients to ensure that each product is not only gentle but also nurturing, promoting both physical and emotional well-being.
The brand’s approach to holistic care is evident in its multi-use products, which are designed to cater to the needs of both mother and baby. For example, their Nurturing Belly Oil is intended to soothe and moisturize the skin during pregnancy but can also be used as a gentle massage oil for babies. By focusing on formulas that work for both, SoKind simplifies routines and helps create bonding moments between mother and child. This dual-purpose design makes the brand a leader in the holistic care trend, appealing to parents who want comprehensive, thoughtful skincare solutions.
Talm: Elevating Postpartum Care for Mothers and Babies
Talm is a French brand founded by Kenza Keller, alongside two other women, all of whom had personal experiences with motherhood. The brand approaches maternal care with an emphasis on luxury and sustainability. Talm focuses on postpartum care, addressing the specific needs of mothers after giving birth. While the brand’s initial mission was centered around maternal recovery, it quickly expanded to include products that could be shared between mother and baby.
The holistic care philosophy of Talm is embodied in products like their Postpartum Recovery Balm, which is formulated to soothe irritated or sensitive skin for both the mother and the baby. The brand places a strong emphasis on ingredients that are safe, gentle, and effective for postpartum skin, recognizing that a mother’s skin can be as delicate as her baby’s after childbirth. By focusing on products that care for both, Talm encourages a connected and streamlined skincare routine, aligning perfectly with the holistic care trend.
Both SoKind and Talm exemplify how the maternal and baby care category is shifting towards a more integrated approach, offering products that not only simplify the routine but also strengthen the bond between mother and child.
3. Playful, Minimalist Aesthetic
In the maternal and baby care space, brands are increasingly adopting a playful, minimalist aesthetic to convey both approachability and trust. This design trend uses soft color palettes, clean lines, and subtle details to evoke a sense of calm and safety, which appeals to modern parents who value simplicity but also want products that feel fun and engaging. The minimalist approach helps these brands stand out on shelves while reinforcing the idea that less is more, both in design and in the formulations themselves. Paloroma and Kenkô are excellent examples of brands that have embraced this aesthetic, balancing playful design elements with a minimalist ethos.
Paloroma: Elevating Playfulness with Clean Design
Paloroma, a U.S. brand founded by Jane Keltner de Valle, was created by a mother who wanted to develop safe, gentle skincare products for her son, using a minimalist approach to both formulations and packaging. The brand’s name is a combination of her children’s names, which already sets a playful, personal tone. With a clear focus on gentle care for babies, Paloroma uses designs that are visually engaging without being overwhelming, incorporating pastel tones and simple, geometric shapes that appeal to both parents and children.
The brand’s minimalist packaging allows the quality of the product to shine through, while the playful design elements—such as soft hues and whimsical product names—make it fun and approachable. This aesthetic is reflected in products like the Cloud 9 Body Wash & Shampoo, where the simplicity of the packaging is enhanced by its charming, childlike branding. Paloroma excels at creating an atmosphere of trust and playfulness, which is central to the brand's identity and aligns perfectly with the trend toward minimalist, engaging design.
Kenkô: A Minimalist Journey for Parents and Babies
Kenkô, a Dutch brand founded by Eveline Kerkhof, is built on the idea of creating skincare products that are not only safe and effective but also aesthetically pleasing and simple to use. The brand emphasizes minimalism in every aspect, from the ingredients to the packaging, ensuring that the experience of using their products is straightforward and calming. Kenkô is particularly focused on making products that cater to the entire family, including both mothers and babies.
The minimalist design of Kenkô's products is enhanced by soft, neutral tones and sleek packaging, which reflect the brand's dedication to simplicity and purity. The emphasis on clean lines and understated elegance makes the products feel premium while still being approachable. Their Gentle Baby Oil is a prime example of this, with its simple, serene design that mirrors the product’s gentle formulation. Kenkô's ability to blend minimalist design with playful, thoughtful details creates a sense of balance, making the products not only functional but also visually appealing.
Both Paloroma and Kenkô have successfully embraced the playful, minimalist aesthetic trend, showing how design can speak to both parents’ desire for simplicity and their appreciation for engaging, joyful products. This approach resonates well with modern consumers who want products that are both beautiful and functional, with a focus on gentle care and visual delight.
4. Affordability with Quality
One of the key trends in the maternal and baby care space is the demand for affordable yet high-quality products. Today’s parents seek brands that balance accessible price points with effective, gentle formulations. This trend reflects a shift in consumer expectations, where affordability no longer means compromising on product safety or aesthetic appeal.
While some brands, like SoKind and Talm, are positioned at a more premium price point—both averaging $40+ per product—most brands featured in this post are priced between $17 and $30 per product. Kylie Baby and Monjour are two brands that have successfully tapped into this market by offering premium-feeling products without the luxury price tag.
Kylie Baby: Accessible Luxury for Everyday Parents
Kylie Baby, founded by Kylie Jenner in 2021, was launched with the goal of offering gentle baby care products that are accessible to a broad audience. The brand focuses on affordability without compromising on aesthetics or quality. The minimalist, pastel-colored packaging is designed to appeal to modern parents, with soft blues and pinks creating a playful yet calming visual identity.
Despite the affordable price point, Kylie Baby products maintain a strong focus on safety. All products are pediatrician-tested and hypoallergenic, catering to babies’ sensitive skin needs. The range includes essentials such as gentle shampoo and conditioner, which balance practicality with a visually pleasing design.
What makes Kylie Baby stand out is how it combines affordability with a thoughtful, aesthetically-driven brand identity. The sleek packaging, with its soft cloud motifs, is a nod to the modern design trend that resonates with today’s parents, showing that functionality and style can coexist in baby care products.
Monjour: Affordable, Multi-Use Care for Mother and Baby
Monjour is a French brand founded by Manon Lombardet that offers multi-functional products designed for both mothers and babies. The brand was created with the goal of providing simple, effective, and affordable skincare solutions for busy parents. Monjour products are priced accessibly, making them appealing to families looking for high-quality care without spending a fortune. This focus on affordability is especially important for parents who want to streamline their routines with products that are safe and gentle for both mother and child.
One of the key aspects of Monjour's product range is its multi-use functionality, offering versatility and value for money. For example, their Universal Balm is designed to be used on both babies and mothers, providing nourishment and hydration in a single product. The packaging reflects the brand’s minimalist, approachable ethos, with simple, neutral tones that appeal to modern aesthetics. By delivering high-quality, affordable products, Monjour aligns perfectly with the trend of accessible care that doesn’t compromise on performance.
Both Kylie Baby and Monjour demonstrate that affordability doesn’t have to come at the expense of quality. These brands deliver safe, effective, and aesthetically pleasing products at price points that make them accessible to a broad range of consumers, reflecting the growing demand for affordable luxury in the maternal and baby care market.
5. Mother-Founded Brands with Emotional Storytelling
A powerful trend in the maternal and baby care market is the rise of mother-founded brands that weave personal stories into their brand narratives. These brands are often created out of a founder’s personal experience and unmet needs during motherhood, which creates a strong emotional connection with their consumers. This storytelling approach resonates with parents who appreciate the authenticity and real-life solutions these brands bring to the table. Emotional storytelling not only builds trust but also fosters a community among customers who relate to the founder’s journey. One such brand that embodies this trend is Brillo Beauty.
Brillo Beauty: Born from a Mother’s Passion for Safe Skincare
Australian Brand Brillo Beauty was founded by business partners Amanda Lapido and Tegan Natoli, they are mothers who sought to create safe, effective skincare solutions for babies after struggling to find products they trusted for their own children. Frustrated by the lack of transparency and quality in the baby skincare market, Amanda embarked on a journey to create a line of products that were not only gentle but also rigorously tested and safe for even the most sensitive skin. Her personal experience as a mother became the cornerstone of Brillo Beauty, and her mission to ensure that all parents have access to trustworthy skincare resonates with families who share the same concerns.
The emotional connection Amanda shares with her audience is a key part of the Brillo Beauty brand. Her story of founding the company out of a desire to protect her child builds a sense of trust and loyalty among her customers. By focusing on gentle, hypoallergenic formulations and using storytelling to convey the brand’s mission, Brillo Beauty exemplifies how mother-founded brands can create strong, emotional connections with their audience.
Beetl: Nature-Inspired Skincare with a Heartfelt Story
Beetl was founded by Kirsty Coates, a mother who was inspired by the unique flora of New Zealand and the need for gentle, effective baby care products. Rooted in the belief that nature provides the best ingredients for sensitive skin, Beetl offers a range of products that are crafted with local, plant-based ingredients designed to nurture and protect both baby and mother. Kirsty’s personal connection to New Zealand’s natural environment and her desire to create skincare solutions for her own children led to the creation of a brand that is both emotionally resonant and grounded in nature.
The storytelling behind Beetl centers on Kirsty’s love for her children and the land she calls home. This authentic narrative enhances the brand’s appeal to parents who are looking for products that reflect their own values—natural, safe, and thoughtfully made. By integrating personal experience into the brand’s mission, Beetl taps into the growing demand for emotionally connected, mother-founded brands that resonate on a personal level.
Both Brillo Beauty and Beetl illustrate how mother-founded brands use emotional storytelling to build meaningful relationships with their customers. These brands are not just about selling products; they represent personal journeys, creating an emotional connection that resonates deeply with parents who value authenticity and trust in the products they choose for their families.
A New Era of Thoughtful Skincare for Mothers and Babies
The rise of these maternal and baby care brands marks an important shift in the beauty industry, one that places gentleness, emotional connection, and thoughtful design at the forefront. From hypoallergenic formulations that cater to the most delicate skin to multi-use products that simplify routines for busy parents, these brands are shaping the future of family skincare. Each one of them—whether it’s the science-backed approach of EllaOla, the holistic care of SoKind and Talm, or the affordability and quality balance of Kylie Baby—reflects the growing desire for safe, effective, and beautiful products that nurture both mother and child. As more parents seek out skincare solutions that align with their values and lifestyles, the continued success of these brands speaks to a larger trend toward thoughtful, emotionally resonant products that truly connect with their audience.
Thank you for reading
//Jennifer Carlsson
