Grow authentic brand partnerships with an already hyper-focused audience.
2025 is shaping up to be a year full of joy, surprises, and new beginnings, as numerous celebrities announce their pregnancies. From reality stars like Charlotte Dawson to A-list actors like Jennifer Lawrence, expecting mothers are dominating headlines, and with their wide-reaching influence, these celebrity announcements present unique opportunities for brands to connect with a highly engaged and diverse audience.
As more brands seek to align themselves with positive, relatable, and aspirational narratives, partnering with expecting mothers—whether they’re celebrities or everyday influencers—can be a powerful strategy. Below, we’ll explore why 2025 is the perfect time for brands to tap into this trend and how they can leverage these high-profile pregnancies to build impactful partnerships.
The Rise of the “Celebrity Pregnancy” Phenomenon
The year 2025 is seeing an influx of celebrity pregnancy announcements, and these high-profile figures often set trends for fashion, lifestyle, and parenting. Celebrities like Jennifer Lawrence, Megan Fox, and Sophie Hinchliffe (Mrs. Hinch) are already captivating audiences with their baby news. These well-loved figures have millions of followers on social media and their every move is followed by fans, from baby bump reveals to parenting tips.
A partnership with these expecting mothers allows brands to tap into their vast influence, allowing them to reach a highly targeted audience of women and families. The connection is particularly strong because expecting mothers are at a pivotal moment in their lives, open to new products, services, and experiences that will shape their journey into parenthood.
Case Study: Vogue Williams and Fairy Non Bio
One example of a successful brand partnership with an expecting mother is Vogue Williams and Fairy Non Bio. Vogue Williams, a model, TV personality, and influencer, has long been an ambassador for the brand, which specializes in laundry products tailored to sensitive skin. Vogue’s role as a brand ambassador became especially poignant when she was expecting her second child in 2022.
Fairy Non Bio, which is known for its gentle formula, found a perfect match in Vogue’s personal values of family care, cleanliness, and comfort. As an expecting mother, Vogue shared the challenges of managing sensitive skin both during pregnancy and with her newborns, giving her endorsement an authentic touch that resonated with her audience. Vogue’s partnership with Fairy wasn’t just about promoting a product; it was about highlighting how important it is to use skin-friendly products for babies and families. This authentic and relatable message helped the brand tap into a growing market of parents who are increasingly seeking out products that cater to their children’s delicate skin.
By consistently sharing her experiences using Fairy Non Bio—whether in her daily routine or while preparing for the arrival of her child—Vogue built a trusted relationship with her followers. Her role as a celebrity mom-to-be made her the perfect spokesperson, as expecting mothers and young families looked to her for advice, further driving product sales and engagement. In return, Fairy Non Bio leveraged Vogue’s celebrity status to increase visibility and credibility in the highly competitive baby care market. This partnership demonstrated the power of aligning with a relatable, influential personality at a pivotal time in her life, resulting in a mutually beneficial relationship for both Vogue Williams and Fairy Non Bio.
Brands That Should Consider Partnering with Expecting Mothers
1. Baby & Maternity Products
The obvious partnership is with brands that specialize in baby and maternity products. Whether it’s strollers, cribs, or even diaper brands, expecting mothers have a lot of purchasing power. These products often require extensive research before buying, and celebrity endorsements can help steer purchasing decisions. A celebrity endorsement can instantly boost brand visibility and credibility, as fans tend to trust the choices made by their favorite stars.
2. Fashion & Apparel Brands
Pregnancy often means a wardrobe overhaul, and expecting mothers are eager for stylish and comfortable clothes. This presents a unique opportunity for fashion brands to collaborate on maternity lines or capsule collections. For instance, brands that already have a reputation for inclusive sizing or comfort-focused fashion could showcase their maternity wear collections, inspiring women to embrace fashion at every stage of motherhood.
3. Health & Wellness Brands
Expecting mothers are highly conscious of their health, making the wellness industry another great sector for collaboration. Brands offering prenatal vitamins, organic skincare products, fitness gear, and wellness apps can benefit from aligning with celebrities during their pregnancy journey to share pregnancy-safe workouts or a skincare line highlighting products for pregnancy glow. These partnerships can resonate with a health-conscious audience.
4. Baby Food & Nutrition Companies
As soon as the baby arrives, nutrition becomes a top priority for new parents. Brands that specialize in baby food, formula, or snacks aimed at toddlers can form partnerships with expecting mothers, who will soon be thinking about their child’s nutrition.
5. Home & Lifestyle Brands
Expecting mothers are also in the market for home goods that cater to family life. From cozy nursery furniture to smart home products that make life easier, lifestyle brands can tap into the nesting phase that many expecting mothers experience and showcase home products that support growing families.
6. Travel & Family-Focused Brands
Expecting mothers, especially those with growing families, are often looking for products and services that support family life on the go. Travel companies offering family vacations, baby gear for traveling, and even airline partners with family-friendly services have a golden opportunity to partner with celebrity parents.
Creating Authentic Partnerships
When engaging in brand partnerships with expecting mothers, authenticity is key. Fans follow these celebrities not just for their fame but for their relatability. Expecting mothers in 2025, from influencers like Mrs. Hinch to reality stars like Arabella Chi, are known for sharing intimate details of their pregnancies, making it crucial for brands to collaborate in a way that feels genuine.
Brands should aim to provide value through their offerings, rather than simply using a celebrity’s image for promotion. A partnership that authentically integrates the celebrity’s lifestyle, like sharing product usage in everyday moments or showcasing honest reviews, will resonate most with the audience. These collaborations can involve everything from Instagram stories and behind-the-scenes baby prep to branded videos or blog posts.
The Future of Brand Partnerships with Expecting Mothers
As the number of celebrities announcing pregnancies in 2025 continues to grow, so too does the potential for brands to align themselves with this exciting cultural moment. By tapping into the emotions and experiences of expecting mothers, brands can foster meaningful relationships with a loyal and highly engaged audience.
Ultimately, the key to successful partnerships with expecting mothers lies in understanding the diverse needs of this audience. Whether it’s comfort, convenience, style, or baby-related products, brands that are able to connect with these consumers in an authentic and thoughtful way are bound to see great results.
With the likes of Jesy Nelson and Tiffany Watson welcoming their growing families, 2025 promises to be a year of new beginnings, and a golden opportunity for brands to partner with the celebrities who are sharing their most personal moments.