How Indie Brands Are Redefining Maternal Beauty

Indie brands are reshaping the maternal beauty space by treating pregnancy and perinatal care as dynamic, evolving categories. Founders demonstrate that “mama care” can be both elevated and enduring.

When Ariane Goldman started the maternity brand Hatch in 2011, conversations about perinatal wellness were scarce and often taboo. “It was taboo to show your belly,” she recalled. “You weren’t telling your boss you were pregnant until about five or six months in fear of getting fired. The whole conversation has shifted so much in the last 10 years.”

Goldman began Hatch with a wardrobe of 10 essential maternity pieces because there was no reliable resource for what might be needed during pregnancy. As the brand grew, she identified a lack of trusted maternity beauty recommendations and released a skincare capsule, including Hatch’s $68 Belly Oil—a product that sells thousands weekly. She notes that beauty continues to grow faster than fashion, which features items like jeans around $250.

Beauty has emerged as a central focus for innovation and growth as maternity fashion becomes more fluid. Rihanna’s 2022 announcement of her first child, paired with her Harlem photoshoot, helped normalize pregnancy as an aspirational aesthetic. Bare bellies and form-fitting styles gained social traction, with many women choosing to proudly display their bumps rather than conceal them.

“It was taboo to show your belly,” she said. “You weren’t telling your boss you were pregnant until about five or six months in fear of getting fired. The whole conversation has shifted so much in the last 10 years.”

Summary: Indie brands are driving maternal beauty forward by reframing perinatal wellness as a visible, evolving lifestyle, expanding product categories from clothing to skincare, and elevating pregnancy as a fashion and beauty narrative.

The Business of Fashion — 2025-11-20

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