There's a Baby Boom in Pregnancy Skincare

The beauty industry has spent decades developing products around different skin types, age groups and cosmetic concerns. Now, a new generation of skincare companies is turning its attention toward a particularly transformative period in women's lives: pregnancy. From dermatologist-developed facial treatments to luxurious body oils, pregnancy skincare is emerging as a specialized category with its own formulations, retail presence and growing consumer audience.

The movement is gaining momentum as beauty brands recognize the distinctive needs of expecting mothers and the opportunities within the wider maternal wellness market.

Why Pregnancy Skincare Is Gaining Attention

During pregnancy, hormonal fluctuations can influence the skin in numerous ways. Rising estrogen and progesterone levels affect pigmentation, oil production and skin sensitivity, contributing to concerns such as acne, melasma, dryness and changes in texture.

These physiological changes often encourage women to reconsider their existing beauty routines. Ingredients including retinoids require particular attention during pregnancy, while familiar skincare concerns may call for adjustments in formulation and application.

The American Academy of Dermatology recommends a straightforward routine centered on gentle cleansing, moisturizing and daily sun protection. Ingredients such as azelaic acid are commonly discussed in professional guidance for managing pregnancy-related acne and pigmentation.

For beauty companies, these specific needs have inspired products developed around maternal skin health. Pregnancy skincare brands are increasingly combining dermatological expertise with clear ingredient information, streamlined routines and formulas designed for different stages of motherhood.

The Growing Business of Pregnancy Skincare

Commercial developments are revealing the rising profile of maternal beauty within the international skincare industry.

New Zealand-based Pure Mama reported approximately 600% growth in its US business during 2025, according to founder Lara Henderson. The company has expanded its presence across international retail markets, building recognition through pregnancy and postpartum body-care products.

Major beauty retailers are also incorporating maternity-focused collections into their assortments. In May 2025, Ulta Beauty introduced HATCH Mama online and announced plans to expand the collection into approximately 370 stores.

The investment landscape provides another indication of the category's development. In September 2026, Caudalie Group acquired a majority stake in French maternal skincare company Talm, following an earlier investment relationship involving Caudalie's founders.

Together, these developments highlight the growing commercial appeal of pregnancy skincare. Independent brands are expanding their distribution, established retailers are introducing dedicated maternity products, and international beauty groups are investing in specialist companies.

The category is gradually gaining an established presence within prestige beauty.

Meet the Brands Shaping the Maternal Beauty Market

A new generation of companies is approaching pregnancy skincare through different areas of expertise, from dermatology and ingredient education to sensorial body care and luxury beauty.

SKN TO SKN: Simplifying the Skincare Routine

British entrepreneur Sara Stokes founded SKN TO SKN after experiencing difficulties navigating skincare ingredient information during pregnancy.

Launched in June 2025, the brand developed a collection with input from dermatologists and women's health professionals. Its initial assortment included Balancing Act Gel-to-Oil Cleanser, Sleep Cheat Night Cream, Glow & Go Daily Moisturiser and, a mineral sunscreen.

The range focuses on recognizable daily skincare steps, incorporating formulations designed for pregnancy and postpartum needs.

Its expansion into 183 Boots stores in July 2025 marked an important commercial milestone, introducing specialist maternal skincare to a mainstream British beauty-shopping audience.

More Than Nine: Dermatology Meets Motherhood

American dermatologist Dr Aegean Chan introduced More Than Nine in 2026, drawing upon her professional experience and personal journey as a mother of three.

The brand centers on simplified facial skincare routines developed for pregnancy, breastfeeding and postpartum life.

Products including Take a Sec Cleanser and Look Alive Exfoliator reflect its approach to practical skincare, supported by educational information about ingredients and hormonal skin changes.

Chan's dermatological background forms a central part of the brand's identity. More Than Nine represents the growing presence of medical professionals within founder-led maternal beauty businesses, combining skincare formulation with accessible expert education.

Talm: Bringing Luxury to Maternal Skincare

Founded in France in 2021 by Kenza Keller, Talm approaches pregnancy skincare through the aesthetics and sensorial experiences associated with luxury beauty.

Keller's professional background includes Hermès and Byredo, influences reflected in the brand's minimalist packaging, refined textures and carefully developed product presentation.

Its signature collection includes Mega Oil, Mega Balm and Mega Water, designed around skincare rituals associated with pregnancy, postpartum recovery and sensitive skin.

Talm attracted investment from Caudalie's founders before Caudalie Group acquired a majority stake in 2026.

The acquisition represents a significant development for the category, demonstrating how specialist maternal skincare brands can attract interest from established international beauty businesses.

Pure Mama: The Rise of Pregnancy Body Care

New Zealand entrepreneur Lara Henderson founded Pure Mama following her own pregnancy experience, identifying an opportunity to develop specialized body-care products for expecting mothers.

The collection includes Pregnancy Belly Oil, Nipple Butter and Magnesium Body Rub, addressing everyday skincare rituals associated with pregnancy and postpartum recovery.

Pure Mama's positioning combines botanical ingredients, premium packaging and an emphasis on the physical experiences of motherhood.

The company's international retail expansion and reported US growth demonstrate the commercial potential of pregnancy body care, a segment attracting consumers seeking products specifically designed for this life stage.

Dermatologists Are Helping Shape the Trend

Medical expertise has become an important element in the development of pregnancy skincare.

Dermatologists increasingly contribute to product formulation, ingredient education and consumer guidance, helping brands address the physiological changes associated with pregnancy.

Dr Aegean Chan's More Than Nine illustrates this direction through its combination of skincare products and educational resources.

Professional organizations, including the American Academy of Dermatology and the American College of Obstetricians and Gynecologists, also provide guidance on ingredients and skincare practices during pregnancy.

Their recommendations emphasize gentle cleansing, adequate hydration, sunscreen and appropriate treatment of concerns such as acne and pigmentation.

For pregnancy skincare brands, dermatological collaboration strengthens their ability to develop targeted formulas and communicate ingredient information clearly.

This intersection of medical knowledge and commercial beauty innovation is becoming a defining characteristic of the emerging category.

Pregnancy skincare is also becoming part of the wider maternal wellness conversation, where beauty routines, physical comfort and personal care occupy an increasingly visible place. Its emergence reflects an important evolution in how the beauty industry approaches women's changing needs. As specialist brands gain retail space and investment, pregnancy skincare is developing into an established field of innovation, bringing motherhood into the evolving landscape of contemporary beauty.