80% of expectant mums overhaul their daily skin and hair care regime during pregnancy.
Women become more aware of the chemical ingredients used in a lot of beauty products and rightfully become concerned about the effect these could have on their unborn baby.
A survey we conducted found that the majority of women changed their moisturiser (80%), body wash (35%), deodorant (15%), shampoo and conditioner (5%) during pregnancy.
Questionable chemical ingredients were the main concern for mummies to be, with 85% deciding to change their regular beauty and skin purchases. With a heightened sense of smell during pregnancy, many women had gone off the scent of their usual products and preferred to use fragrance free.
Before pregnancy, 33% were mostly swayed by price, but once these women had a baby to protect, cost dropped off the radar as an influencing factor.
New mums become keen on products that offer increased moisturisation (50%) and unsurprisingly skincare treatments that reduce the visible signs of stretch marks (85%).
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