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Postpartum Care Brands Lean Into Influencers

Plus: Joolz debuts one-handed, ultra-light travel stroller

Author

Avinash Duggempudi
August 27, 2025 • Estimated Reading Time: 5 minutes

Baby Boom

Here's what's happening this week in the world of maternity commerce:
- Sonio rolls out AI suite for OB workflows
- Joolz debuts one-handed, ultra-light travel stroller
- T.N. Dickinson's launches OTC postpartum line plus influencers
- Apparel market projects 6.1% CAGR to 2035

⏱️How Nécessaire Outpaced Competitors With 47% More Revenue



Nécessaire went into Prime Day with proof that Meta and TikTok were quietly fueling Amazon sales, even when they showed up as “organic.”

Armed with that evidence, they increased spend and beat their peer group with 47% higher revenue. Most teams would’ve cut back and left millions on the table.

👉 Follow Fospha on LinkedIn for data-backed playbooks and real-world learnings from leading retail brands, so you can see exactly how the best are scaling profitably.

📌WEEKLY MUST-KNOWS

Major retailers and brands are front-loading Labor Day with up to 60% discounts across prenatal, nursery, and travel gear. Early pull-forward extends the promo window, pressuring margins but opening acquisition and list-growth opportunities before the holiday crush. Performance teams should recalibrate budget pacing, creatives, and SKU prioritization to capture demand ahead of September 1.

Joolz introduced the Aer2, a 14.3 lb travel stroller that folds, steers, and adjusts with one hand, featuring recycled fabrics and recyclable packaging. The product meets growing demand for portability, accessibility, and sustainability in on-the-go parenting. Retailers and DTC brands should expect increased competition and messaging around one-hand usability and eco materials.

T.N. Dickinson's expanded into postpartum and hemorrhoidal relief with medicated cooling foam and pads, paired with the #TNCoolMomsClub influencer campaign. The move signals accelerated competition in OTC postpartum recovery and a shift to community-led social proof over traditional ads. Mass retail, marketplaces, and social commerce teams should anticipate increased category education and basket-building opportunities around birth recovery kits.

🗣️ LEADING VOICES

Signal From Noise: How To Nail TikTok in Five Pillars of Success.

The link below is an interactive guide on how to nail TikTok based on Jay Hunter & Catalina at Mary Ruth's, fantastic session at eTail™ Boston, where they discussed going from $1 to $40M in one year!

Interact with the guide here: https://lnkd.in/eUUwPWVi A write up of their session is also available via ClickZ.com: https://lnkd.in/e9qAiYBn

⚡QUICK READS

Maternity Apparel Outlook Signals Sustainable, Inclusive Growth: Global maternity apparel is projected to reach USD 12.53 billion by 2035 at 6.1% CAGR, with e-commerce, sustainable fabrics, and inclusive sizing driving share gains.(More)

Celebrity Home Birth Trends Spotlight Placenta Products: Vick Hope’s home-birth reveal and placenta keepsake imagery are fueling social chatter that could spike search and content needs around postpartum wellness and encapsulation services.(More)

Hatch’s Smart Nursery Ecosystem Gains Momentum: Hatch’s integrated sound-light-sleep devices reinforce demand for interoperable nursery tech, signaling opportunities for partnerships, in-app routines, and content-led retention.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division