Pregnancy and breastfeeding-safe beauty and skincare brands: the labels that formulate for this stage, and what to know before you buy.
Navigating pregnancy-safe skincare can be complicated, but as a medical doctor with a focus on cosmetic ingredient safety, I’ve simplified the search for you. Visit my Skincare During Pregnancy: Begin Here guide for a full index of ingredient safety reviews, pregnancy and IVF-safe recommendations, and doctor-vetted product guides.
Over the past few years, a growing number of beauty brands have begun formulating products specifically for pregnancy, postpartum recovery, and breastfeeding, making it easier for women to shop with confidence during these stages of life.
Finding pregnancy-safe skincare brands can feel overwhelming, especially when clean beauty and pregnancy-safe beauty are often treated as if they mean the same thing.
Today, we are talking about brands that either:
Specifically cater to the niche market of beauty products marketed as safe to use during pregnancy and breastfeeding, or
Are mainstream brands with pregnancy and breastfeeding-safe product lines.
Quick Navigation
How pregnancy-safe beauty marketing works: not all ingredients are viewed equally
There are some chemicals that are an absolute no-go in the world of pregnancy beauty (for example, retinoids, formaldehyde). At the same time, some ingredients have a reassuring safety profile but are largely missing from products marketed as pregnancy-safe due to deeply ingrained misconceptions about their safety (for example, petrolatum or Vaseline, and salicylic acid at less than 2%).
It is important to understand that:
The absence of these misunderstood ingredients does not necessarily make a brand or a product better than one that has them.
The absence of a pregnancy or breastfeeding-safe skincare label does not automatically mean a product is unsafe.
In fact, most skincare products are generally considered safe to use during pregnancy and breastfeeding.
Learn more:
A Common Myth
Pregnancy-safe and clean beauty are not the same thing
It is very common to see clean beauty brands market their products to pregnant women, claiming they are “non-toxic,” “natural,” and “plant-based.” However, these terms do not automatically mean that they are pregnancy-safe.
A good example is licorice root extract, often listed as Glycyrrhiza Glabra Root Extract or Glycyrrhiza glabra. While it is an effective plant-derived brightening ingredient commonly found in clean beauty products, it is not one I consider pregnancy or breastfeeding-safe.
How did I compile this list?
The same way many of you start your search: the internet.
I reviewed the websites of brands that publicly state that they formulate products with pregnancy safety in mind or market themselves as pregnancy-safe. While I have not evaluated every product in each brand’s lineup individually, I have examined the categories of ingredients these brands report avoiding in their formulations.
If you have questions about a specific product, I encourage you to contact the brand directly for the most up-to-date information. You are also welcome to reach out to me for a quick review of an ingredient list or product formulation. And never forget to consult your treating doctor, as they can give you the best advice based on your medical history.
Best Pregnancy Safe Skincare Brands
This list includes brands that either specialize in pregnancy-safe skincare products or offer dedicated collections designed for pregnancy and breastfeeding.
Note: The brands are listed alphabetically. The term “pregnancy-safe” is not a standardized regulatory designation, and brands may define it differently. This list reflects each brand’s own marketing and ingredient philosophies.
Organic, handmade care for pregnancy, postpartum, and baby.
- 100% natural ingredients
- Made in small batches
- Cruelty-free
- A high percentage of organic ingredients in their products
- Made in the USA
One of the better-known pregnancy- and skincare-focused brands, it also labels its products breastfeeding-safe.
- Plant-based and vegan
- Free of parabens, gluten, artificial dyes, and synthetic fragrance
- Made in the USA
With products for mother and baby, this brand covers everything from pregnancy to postpartum and breastfeeding.
- Leaping Bunny Certified
- EWG verified
- NEA seal (National Eczema Association) on certain products
- USDA Organic
- Non-GMO
- Plastic neutral
Made with organic and natural ingredients.
- Woman-owned
- Certified organic
- Named Best Postpartum and Baby Skincare Brand (Northeast USA) in 2022 by LuxeLife Magazine, and Best Natural Prenatal and Postnatal Skincare Brand in 2023
Though not strictly pregnancy-focused, this brand is included here because it offers an exhaustive range of prenatal, pregnancy, postpartum, and breastfeeding products, as well as baby, kids, and family wellness.
- Woman-owned
- Certified organic
- Non-GMO
- Cruelty-free (Leaping Bunny certified)
- Free of petroleum, petroleum by-products, lanolin, parabens, phthalates, and synthetic fillers
- Based in Fort Collins, Colorado
Cruelty-free, plant-based products with botanical ingredients.
- Organic
- Paraben-free
- 100% natural fragrance
- 90% of packaging is recyclable or made from recycled materials
Marketing exclusively to pregnant, postpartum, and breastfeeding mothers, their selection goes beyond skincare to include teas and supplements.
- Cruelty-free
- Sustainable packaging
- Free of animal byproducts, synthetic fragrances, sulfates, parabens, petrolatum or mineral oil, phthalates, nanoparticles, triclosan, formaldehyde or its carriers, PEG, TEA, and DEA
Pregnancy Safe Skincare Brands With Dedicated Pregnancy Collections
Note: The brands are listed alphabetically.
Well People (for makeup)
A note on Sunday Riley: Better known for their iconic vitamin C serum, some of the products in their “pregnancy-safe” category have licorice root listed as an ingredient. Although it is not in the category of retinoids that are an absolute no-go during pregnancy, it is not an ingredient I would be comfortable using. For more, see Is Licorice (Oral or in Skincare) Pregnancy and Lactation Safe?
FAQ
Common questions about pregnancy-safe skincare brands
What are the best pregnancy-safe skincare brands?
Brands such as Belli Skincare, Earth Mama Organics, Motherlove, Pure Mama, and The Spoiled Mama specifically formulate products for pregnancy and postpartum use.
Are pregnancy-safe skincare products different from clean beauty products?
Yes. Clean beauty and pregnancy-safe skincare are not the same. Some ingredients commonly found in clean beauty products may not be ideal during pregnancy.
What skincare ingredients should be avoided during pregnancy?
Retinoids and formaldehyde-containing ingredients are generally considered ingredients to avoid during pregnancy. Always discuss specific concerns with your healthcare provider.
Are breastfeeding-safe skincare brands different from pregnancy-safe brands?
Many brands formulate products that are suitable for both pregnancy and breastfeeding, but ingredient recommendations can differ depending on the product and intended use.
How do I choose safe skincare during pregnancy?
Look for brands that openly discuss ingredient safety, avoid ingredients not recommended during pregnancy, and provide clear guidance for expectant mothers.
Not sure about a brand or an ingredient?
If you would like a quick, doctor-vetted review of an ingredient list or a product formulation, or help deciding whether a brand is right for your stage, I would love to help.
