The early days of parenthood aren’t always smooth-sailing, but thankfully there are a handful of products available to make the transition that little bit easier.
Navigating parenthood for the first time is a confusing experience at best.
While antenatal classes prove an excellent tool for arming expectant parents
Sifting through the products touted to make newborn life easier is a postpartum minefield, not least when it comes to personal care items said to support skin/nipples/milk supply/all of the above.
But like many other categories in the realm of beauty and wellness, postpartum care is evolving all the time - grounded in the knowledge that while no two new parent experiences are the same, there are certain products that are here to help.
Enter postpartum skincare
More than just an oil, lotion or balm - the postpartum skincare category offers a sense that you’re being taken care of.
Locally, brands like Pure Mama continues to charge ahead, developed by a team of mums who have seen (and tried) it all.
Since 2019, co-founders and sisters Lara Henderson and Yasmin Shepherd have disrupted the pregnancy and postpartum category with a selection of products to support the changing needs of the body during both phases of life.
Pure Mama’s Belly & Body Oil, $74, has quickly amassed fans the world over for its nourishing blend of plant-based oils to care for skin as its stretches and grows, but also as a post-shower essential postpartum.
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Lara successfully seeded a bottle into the hands of Kourtney Kardashian while she was pregnant with her youngest son, Rocky, which was later featured on the reality star and entrepreneur’s blog, Poosh.
For Lara, receiving endorsements from big names like Kourtney helps to cement Pure Mama’s credibility in the market.
“People at that level have access to almost anything and everything. So when they make a conscious decision to use a product and share it across their platforms, it really speaks volumes about our brand,” Lara says.
“Pregnancy [and postpartum] is such an intimate time, it’s like no other journey you’ve been on before. There’s this deep sense of connection between your body and your baby and we want to be the catalyst to sharing that journey with a beautiful product.”
Beautiful, yes, but real, too. Lara and her team have tackled the tough topics, lifting the stigma around the early newborn days by sharing real, relatable information across social media to help new parents feel less alone.
Pure Mama was one of the first brands to help pioneer the family wellness category at beauty retailer Mecca, with products squared at nurturing growing bodies and supporting people in their fourth trimester.
This includes the likes of premium postpartum brand Bare Mum, developed in collaboration with women’s health specialists to help people move through early motherhood with confidence.
Alongside its best-selling Warm & Cool Inserts for underwear or to slip into breastfeeding bras, the brand specialises in postpartum skincare, with kits including a Perineal Foam, Nipple Balm, Skin & Scar Oil and Sitz Bath to promote skin healing and soothe inflammation.
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Accessories abound
Postpartum accessories brands like Viva La Vulva have also emerged, dedicated to lifting the stigma around the bodily changes that occur during birth with its hot pink packaging and tongue-in-cheek marketing. The website invites you to take a one-minute survey to discover which postpartum products are right for you.
Viva La Vulva’s offering spans practical solutions for the postpartum era like perineum wash bottles, soothing ice packs to use post C-section, nipple balms, bath soaks and “thank you” candles to gift to a midwife.
Along a similar vein is Vital Bits, another New Zealandbrand dreamed up by three mothers to create “the kind of support [they] felt was missing - genuine, no-fuss care that helps mothers feel like themselves again during pregnancy and postpartum”.
What culminated were essentials geared towards the different stages of parenthood - including Instant Ice Maxi Pads to promote healing from a vaginal delivery or a Postpartum Belly Belt designed to be worn post C-section.
More than skin deep
Bhone adopts a more holistic approach to postpartum recovery, with its selection of bone broth powders to promote optimum gut health, support skin health and boost energy levels.
Its signature Mother’s Beauty Blend, $72, is brimming with prebiotics, probiotics and postbiotics along with essential vitamins and minerals to support new mums on their postpartum journey.
The idea for breastfeeding nutrition brand Lila Jasmine sparked when founder and registered nurse and midwife Renata Lardelli was gifted a care package containing muesli bars following the birth of her third son.
As she reached for the bars during 2am feeds or in lieu of lunch, came the idea to create a nutritious, on-the-go snack for busy parents. Developed alongside food technologists, every Lila Jasmine bar helps to support lactation thanks to ingredients known for their galactagogue properties.
Beyond bars, Lila Jasmine offers workshops to support people entering their fourth trimester - a time she says is the most important but most neglected. Each workshop aims to support new parents are they find their feet in their parenthood journey, and is limited to 10 couples (or 20 individuals).
What’s next in postpartum care?
While postpartum skincare and accessories continue their growing popularity, it’s the C-section scar care category that’s likely to gain momentum through to 2030, explains market research analyst Grand View Insights.
Touted as the next frontier in postpartum care, the number of brands releasing silicone scar patches is predicted to rise, as are the number of balms and oils designed to be massaged into scars.
Looking ahead, Lara says the advent of new postpartum products will be mirrored by an increased level of education.
“In the past, there’s been a lot of focus on baby, but what we know now is that there are so many tools to support people through birth and postpartum to help them be better off both physically and mentally,” she says.
“We have so much knowledge now to better equip ourselves for the fourth trimester, which is one of the hardest phases of life. It’s important to keep talking about this journey so that people know they’re not alone.”
The postpartum ripple effect can be felt in other areas of the beauty industry, especially when it comes to body care brands (think Glow Lab, Weleda or Summer Fridays) who have diversified their offerings and will continue to do so.
Lara’s postpartum essentials
- Postpartum Underwear: “I love how it has become mainstream - you don’t have to wear an adult diaper anymore. This is what women need and people are talking about it.” Try Bare Mum Postpartum Briefs, $42.
- Peri Wash Bottle: “These are great for having in your birthing or hospital bag, ready to go. People don’t realise how uncomfortable it can be to go to the bathroom after giving birth, so you want to have this tool to support you.” Try Pure Mama Peri Wash Bottle, $30.
- Compression Pants: “If you’ve had a caesarean, compression pants are essential. As are breastfeeding tops if you go down that route.” Try Supacore Coretech Injury Recovery and Postpartum Compression Shorts, $177.
- Drink Bottle: “Making sure you’re getting enough hydration, especially if you’re breastfeeding, is really important.” Try Project Pargo Insulate Sports Bottle, $79.
- Breastfeeding Bars or Cookies: “It sounds like an easy thing to do, but having snacks available to you when you’re very time poor and exhausted is a huge help.” Try Lila Jasmine Milk Support Lactation Bars 6pk, $27.
- Hands-free Breast Pumps: “These are a game-changer. I didn’t have it for my first [child] and I used to sit there chained to my pump. I switched to hands-free for my second [child]. Yes, it was a little bit bulky, but it meant I could do stuff. I could carry the baby around, or vacuum, and I would be pumping at the same time.” Try Bellema Wearable Electric Breast Pump, $239.
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