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Baby Boom | How Celebrity Moms Are Reshaping Maternity Commerce

Plus: Breast-milk ice cream turns pump launch into buzz

Author

Zihan Lyu
August 07, 2025 • Estimated Reading Time: 5 minutes

Baby Boom

This week, here’s what’s happening in the world of baby commerce:

  • Hailey Bieber’s product list drives an Amazon stampede

  • Rihanna’s Issey Miyake pleats put size fluidity on luxury radar

  • Breast-milk ice cream turns pump launch into buzz

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

  • Why Last Click dramatically undervalues upper-funnel marketing

  • Predictive modeling uncovering up to 80% more revenue potential in Meta

  • How brands found the confidence to reallocate budget and scale new channels

  • How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS


Parenting brand Frida partnered with NYC’s OddFellows to release a limited-run breast-milk flavored ice cream—no human milk, just bovine colostrum—to promote its new pump. The viral, sensory-driven flavor blurs category lines, turning a hardware launch into nationwide earned media and offering a playbook for experiential DTC buzz beyond core products.

INFLUENCER COMMERCE
Hailey Bieber Reveals Pregnancy Products She “Couldn’t Live Without”
Hailey Bieber dropped a 10-item pregnancy & postpartum essentials list to 55 M Instagram followers, spotlighting compression socks, carry-alls and luxe moisturizers. The unpaid shout-outs spiked Amazon and Nordstrom searches within hours, showing how creator short-lists can redirect category demand overnight. Maternity brands must be ready for instant influencer-driven surges—or risk stock-outs and missed share.


Vogue frames Rihanna’s 2001 Issey Miyake pleated dress as proof that luxury “Pleats Please” engineering flexes with changing bodies. The coverage reframes adaptive textiles as a commercial imperative—not a nice-to-have—for premium maternity labels. Expect fresh competition from legacy designers finally investing in true size fluidity.

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.

Wednesday, 13 August | 4:30 PM (Day 3)

📍 5 minutes from the venue (details shared upon RSVP confirmation)

⚡QUICK READS

Mini Washer Tops Amazon New Releases: An eight-inch ultrasonic washer for delicates and baby clothes just hit #1 on Amazon’s new releases, signaling outsized appetite for micro-appliance convenience in tight urban spaces. (More)

Next Buys Seraphine for $796K: British retailer Next has acquired maternity brand Seraphine for $796,000 after it entered administration, aiming to revive the once high-flying label. With operations paused and a relaunch planned, founder Cécile Reinaud returns as consultant amid renewed demand for specialized maternity fashion. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division