Pregnancy and childbirth put your skin under strain, so it’s a time when it needs extra special care. However, there is a substantial gap in the market when it comes to prenatal and postpartum skin care. Currently, 61% of mothers with children aged between 0–4 years old agree that there should be more mother-and-baby personal care ranges (Lightspeed/Mintel).
Therefore, the maternal cosmetic category, including postpartum skin care products, presents a substantial opportunity for the industry, with plenty of space for innovation. Not only is the celebration of pregnancy a growing industry – for instance baby showers and babymoons – mothers are becoming more conscious of the products they use during and after pregnancy. By providing moms and moms-to-be with a range of nourishing, restorative, and time-saving products, beauty manufacturers can expand a lucrative market in the prenatal and postpartum skin care products. Here, we discuss how.
How pregnancy affects the skin: the importance of a prenatal and postpartum skin care routine
Pregnancy is a challenging time for the skin – and although some women will experience the ‘pregnancy glow’ (clearer, more radiant skin), they may have issues elsewhere. For instance, hormonal changes can affect:
- Skin pigmentation, a common example being a dark line appearing from the navel to the pubic bone
- Stretch marks, which many women experience during their second or third trimester
- Varicose veins on the legs
- Or adult acne associated with hormonal changes
Most women want to do everything they can to avoid permanent damage to their skin during pregnancy, making prenatal and postpartum skin care products that improve texture, even pigmentation, and reduce the appearance of stretch marks very popular.
However, the prenatal and postpartum skin care market has far greater potential than the traditional anti-stretch mark moisturizers and oils. Now, due to an increased interest in holistic approaches to health, expectant mothers are becoming more aware of how what they apply to their skin affects their baby, particularly during pregnancy and breastfeeding. As a result, moms are actively avoiding harsh chemicals and opting for natural ingredients. For instance, many women are opting for gentle, natural AHA exfoliators like lactic acid, as opposed to their chemical counterparts.
Trends towards mother-and-baby pampering products
Aside from the clear demand for more natural mother-and-baby skin care products, there are also other cultural shifts that are boosting the segment. Alongside baby showers, baby books, and religious naming ceremonies of all kinds, another baby-led tradition is starting to permeate the UK: the babymoon. This new trend is a final holiday and short break that moms take before the baby is born. With 49% of mothers agreeing that pregnancy is an opportunity for women to pamper themselves before childbirth, it is no surprise that hotels and spas already offer mom-to-be treatment packages.
However, the beauty and spa industry could certainly do more to take advantage of this growing trend. For instance, spas could stand to further capitalize on the babymoon trend by developing their own ranges of prenatal and postpartum skin care products. Through partnerships with luxury skin care brands, spas and hotels can meet consumer demand and upsell to spa visitors. By encouraging women to purchase accompanying mother-and-baby personal care products at the spa, they can extend their influence beyond their four walls and encourage follow up purchases.
Prenatal and postpartum skin care from Provital
Provital plays safe, natural products at the center of our mission. These gentle, clean active ingredients are perfect for products in the prenatal and postpartum skin care segment, providing natural solutions for common concerns like stretch marks. For instance, our sensorial vegetable oils calm and protect the skin; formulas including chamomile and aloe vera calm and protect, while formulas with olive oil moisturize and stimulate tissue regeneration.
With plant-based and botanical ingredients, beauty manufacturers and spa brands can communicate a message of health, care, and well-being to moms and moms-to-be. With nourishing, natural Provital ingredients beauty brands can begin to meet the demand for mother-and-baby prenatal and postpartum skin care with effective, safe active ingredients.