Innovating for Pregnancy & Baby Care – The Future of Beauty in 2025

In this episode of In Conversation With, host Siobhan Murphy explores the rapid evolution of one of beauty and personal care’s most sensitive and high-growth categories: pregnancy and baby care. As global sales are projected to reach US$254 billion in 2025 and soar to US$419 billion by 2032, consumer demand is reshaping how brands formulate, market, and innovate. Joining Siobhan to unpack the trends driving the future of this category are: Shiyan Zering, Senior Research Analyst at Mintel Sara Stokes, CEO & Founder at Skin to Skin Emma Heathcote-James, Founder of Little Soap Company Key Insights 1. Elevated Expectations in a Split Market As Shiyan Zering notes, parents today are split between affordability concerns and a willingness to invest in premium, dermatologically tested solutions. There’s a growing appetite for gentle, multifunctional products that cater to diverse skin tones, sensitive skin conditions, and time-pressed routines—creating new opportunities for both mass and luxury brands. 2. Science-Led Skincare for Motherhood Sara Stokes of Skin to Skin emphasizes the importance of efficacy, safety, and inclusivity across all stages of motherhood—from trying to conceive to postpartum. With a focus on dermatologist-approved, pregnancy-safe formulations, her brand reflects how rising consumer knowledge is demanding both education and trust in maternal skincare. 3. Soaps for Every Stage Emma Heathcote-James shares how Little Soap Company is expanding its award-winning Eco Warrior range to address underserved needs in the baby care space. With new dermatologist- and pediatrician-approved bars for newborns and children, the brand champions multifunctional, plastic-free formats and customer-led innovation. Technology Meets Tradition From smart thermometers to skincare quizzes Mintel’s data reveals growing interest in tech-enabled tracking and digital aids—but cautions against overwhelming parents with too much data. Brands like Skin to Skin and Little Soap Company instead lean into real-world feedback and consumer insights, using technology primarily to listen, learn, and adapt. Sustainability in Focus Beyond greenwashing Consumers are no longer willing to choose between sustainability and performance. Today’s products must prove they work—clinically and environmentally. Innovations like biotech-derived actives, upcycled ingredients, refillable pouches, and plastic-free packaging are becoming the new standard. Sara Stokes highlights Skin to Skin’s use of Icelandic algae and cranberry waste extracts as examples of ethical sourcing through biotechnology. Meanwhile, Little Soap Company’s mission is to eliminate plastic from the bathroom altogether, backed by its B Corp certification and data-led commitment to real change—not greenwashing. Regulation & Reformulation Stricter safety standards for babies and pregnant women are reshaping how brands develop and test products. Skin to Skin is pioneering a new level of safety certification for pregnancy care, pushing for changes in outdated toxicology standards that don't yet account for the unique needs of this demographic. As Emma notes, navigating these evolving regulatory demands is a significant burden for small businesses—but one that’s critical for building consumer trust. Standout Innovations "We're seeing hybrid baby care products that combine maximum performance with minimalist formats. Less waste, more function—that's the future." – Emma Heathcote-James "Pregnancy-safe skincare should be standard, not a side note." – Sara Stokes "The next wave of baby care will be clinically-backed, sensorial, and inclusive." – Shiyan Zering