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Baby Boom | Inclusive Pregnancy Marketing Is Reshaping Brand Loyalty

Plus, versatile maternity fashion is now a year-round, lifestyle category.

Author

Sophie Bruxner-Randall
May 14, 2025 • Estimated Reading Time: 6 minutes

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Welcome to Baby Boom, the essential newsletter for professionals in maternity eCommerce.

New Research 🕵️‍♀️

For too long, brand has been shorthand for expensive campaigns with little proven impact. Fospha's groundbreaking new research definitively connects brand investment to tangible business outcomes like conversions and AOV.

From cutting-edge machine learning analysis across 70+ brands, this report reveals:

  • The Business Impact of Brand: Discover the causal links between brand spend and bottom-line impact.

  • Key Growth Signals: Identify the early indicators that prove your brand investments are working.

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Ready to prove the power of brand investment? Download the free report now.

Sector Spotlight 🎥

CELEBRITY MOTHERHOOD TRENDS

A wave of pregnancy announcements from Black public figures—including Rihanna, Kellee Stewart, and Nala Wayans—is redefining mainstream maternity representation in 2025. These high-profile stories celebrate motherhood through a lens of authenticity, visibility, and cultural pride, resonating deeply with diverse audiences. For marketers in the maternity space, this trend underscores the opportunity to amplify inclusive storytelling, align campaigns with real-life moments of joy and strength, and build trust with underrepresented communities through culturally relevant engagement.

FASHION INNOVATION

Maternity clothing for 2025 is strategically shifting toward style-driven, versatile, and functional pieces that serve women during and beyond pregnancy, with a focus on capsule wardrobes, fit adaptability, and premium fabrics from brands like Beyond Nine, H&M, and Sézane. Influencer-led curation and category blending—sizing up in regular lines and mix-and-match separates—reflect evolving consumer expectations for comfort, longevity, and authentic style continuity. Marketers in the maternity apparel sector should note the value of influencer endorsements and the demand for multi-functional, seasonally adaptive options that resonate with both maternity and broader lifestyle needs.

RETAIL PARTNERSHIP EXPANSION

HATCH Mama’s debut at Ulta Beauty marks a key national retail expansion for targeted maternity skincare, providing accessible, premium solutions for pregnancy and postpartum audiences. Marketers should note heightened demand for niche, clean wellness brands and the value of partnering with mainstream eCommerce channels for rapid audience growth.

BRAND EMPOWERMENT

Mom-led brands such as The Baker’s Dozen, Thottil Maternity, Tikitoro, and The Mom Store leverage founders’ authentic parenting experiences to address overlooked needs in maternal and child care, eCommerce, and wellness. Their direct connection to the target audience drives trust, product differentiation, and consumer loyalty. Marketers should analyze these examples to identify how narrative-driven branding and community engagement attract modern consumers seeking authenticity and purpose.

Influencer Corner 📣

Meta ad costs are up 14% year-over-year. Trump’s tariffs are about to push… | Jessie Healy 🎨

Meta ad costs are up 14% year-over-year. Trump’s tariffs are about to push your COGS even higher.

If you’re not obsessed with efficiency right now—you’re going to feel it in your margins.

So I just dropped a podcast episode that could save you thousands in wasted ad spend.

It's the recording of a live webinar I ran with two brilliant minds in the space:
→ Sarah Levinger of Tether Insights, on crafting psychographic, identity-driven creative that converts
→ Phoenix Ha of AdBeacon, on data you can actually trust (and how to stop flying blind inside Meta)

Optimization Hub ⚙️

AI PERSONALIZATION REVOLUTION

Meta’s standalone Meta AI app—integrated across mobile, web, and Ray-Ban Meta smart glasses—offers marketers valuable new personalization, contextual memory, and rich conversational features powered by Llama 4. Enhanced web search, image generation, and document tools refine campaign insights. Early adoption enables marketers to optimize omnichannel engagement.

PERFORMANCE MARKETING

Google Ads campaigns deliver better results when structured by keyword themes instead of buyer personas, as Google’s automation optimizes for search intent, not marketer assumptions. Marketers should include varied ad messaging within tightly themed ad groups to reach different personas, while only splitting campaigns for fundamentally distinct keywords or regions. This approach provides better data density, improves automated bidding performance, and results in more effective, easier-to-manage campaigns.

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