Prenatal and postpartum skin care: meeting new mom’s unique needs

Pregnancy and childbirth put skin under strain, so it’s a time when it needs extra special care. As such, postpartum skin care products represent an important opportunity where an ample space for innovation is meeting an increasing understanding of what skin care should look like for new moms.

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, effective and time-saving products, beauty brands 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: 

• Dry skin. Hormone shifts, breastfeeding, and lack of sleep can all contribute to changes in skin, including potential flaking or changes in sensitivity. that can benefit from moisturizing and nourishing formulas such as almond oil or jojoba oil
• Adult acne. Associated with the drop in estrogen levels after birth, which can lead to increased oil production and clogged pores. Gentle, hydrating cleansers and oil-free moisturizers can help manage breakouts without stripping the skin, including Ingredients like the natural alternatives to salicylic acid.
• 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
• Nipple and breast skin changes, with the potential of becoming drier, cracked, or developing scabs from frequent feeding. 

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 and new 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.  

This align with specialized research looking at postpartum skin care and products. For instance, the global postpartum products market size is expected to expand at a compound annual growth rate (CAGR) of 6.23% from 2025 to 2033, according to Straits Research. 

But not all postpartum skin care is set for success: according to Mintel research, new parents prioritize products that provide “value for money” and are interested in “natural, vitamin-enriched and ‘free-from’ formulas.” A separate report from Mintel also shows an overall preference for natural formulations: “47% of parents who buy baby personal care would choose one product over another if it contained natural ingredients.”

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: the babymoon. This new trend is a holiday and short break that moms take before the baby is born, with hotels and spas already offering mom-to-be treatment packages. 

However, the beauty and spa industry could certainly do more to join this growing 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.

At the center of these initiatives are Provital’s high-quality, innovative natural ingredients.

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. 

Such is the case of our sensorial vegetable oils, which calm and protect the skin through formulas including chamomile and  aloe vera for gentle skin protection; or olive oil for stimulating tissue regeneration.

With plant-based and botanical ingredients, beauty brands can communicate a message of health, care, and well-being to moms and moms-to-be, meet their demand for mother-and-baby prenatal and postpartum skin care with effective and safe active ingredients.