Skin care company targets expectant mothers

Although the growth of the organic and natural trend has seen a number of 'chemical free' ranges targeted towards this consumer group, products designed specifically to treat skin problems related to pregnancy are relatively rare. Specific skin care problems of pregnant women ​ The Connecticut-based company, Beaute de Maman, offers a range of products that are 'designed to treat the problems related to the physiological and hormonal changes experienced by women during pregnancy'. The range has been developed by American obstetrician Dr Michele Brown and includes a face and body cream and a facial scrub designed for the oily and blemished skin often experienced during early pregnancy, as well as a stretch mark cream and nipple gel. The face and body cream contains tea tree oil for its antibacterial, antifungal and anti-inflammatory activity, whilst the facial scrub is designed for use on oily and blemished skin promising to leave skin feeling clean, soft and refreshed. Furthermore, the stretch mark cream is scent free in order to be more tolerable to pregnant women, who often have a more sensitive sense of smell. In addition to designing the products for the specific skin requirements of pregnant women, the company also claim to have extensively researched the ingredients in order to make sure they pose no health risk. 'All the ingredients have been carefully chosen to ensure the safety of the developing fetus,'​ according to the company. Products free from toxic chemicals for expectant mothers ​ Products claiming to be free of toxic chemicals are gaining ground within the industry as a whole and a number of natural product marketing campaigns have targeted expectant mothers by highlighting the damage such products may do to the unborn fetus. In addition, a recent high profile study linked the use of baby care products to the presence of 'gender bending' chemicals phthalates, although the industry body the Personal Care Products Council refuted the validity of the study. Despite much of the industry claiming this is pure scaremongering and maintaining there is no link between chemicals used in cosmetic products and health problems, it cannot be denied that an increasing number of concerned consumers are looking to natural and organic cosmetics to provide a 'safe alternative'.