# Maternity Beauty Brands Lifestyle and Fashion Brand HATCH Launched the 'Hatch Mama' Collection By Laura McQuarrie | Published 2018-01-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/maternity-beauty References: [hellogiggles](https://hellogiggles.com/beauty/hatch-mama-maternity-beauty-line/) & [hatchcollection](https://www.hatchcollection.com/pages/beauty) There are countless fashion brands that offer maternity wear for expectant mothers, but the same can hardly be said of maternity beauty, personal care products and cosmetics. HATCH is a lifestyle and fashion brand that is out to change this with the introduction of its '[Hatch Mama](https://www.trendhunter.com/trends/bala-mama)' beauty collection. All of the products formulated by chemists and herbalists are made with natural and non-toxic ingredients that are pregnancy-safe. This range includes solutions targeted to a variety of specific pregnancy concerns, such as the Belly Oil for stretch mark reduction and the soothing, anti-inflammatory Nipple + Lip balm with mango butter, pomegranate and acai. The collection also addresses issues such as [hair loss after giving birth](https://www.trendhunter.com/trends/anya-expands) with its Strength + Shine daily fortifying hair oil, which nourishes with avocado oil and pea sprout essence. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 76% | Activity: 88% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Maternity Beauty Products:** The introduction of HATCH's 'Hatch Mama' beauty collection highlights the trend of offering natural and non-toxic beauty products specifically for pregnant women. - **Pregnancy-safe Skincare:** HATCH's 'Hatch Mama' collection demonstrates the trend of developing skincare solutions formulated with pregnancy-safe ingredients. - **Targeted Pregnancy Concern Solutions:** The variety of products in HATCH's 'Hatch Mama' collection reflects the trend of creating targeted solutions for common pregnancy concerns such as stretch marks, hair loss, and inflammation. ### Where This Applies - **Maternity Fashion:** The launch of HATCH's 'Hatch Mama' collection presents a disruptive innovation opportunity for maternity fashion brands to expand their product offerings into beauty and personal care products. - **Skincare and Cosmetics:** The demand for pregnancy-safe skincare and cosmetics, as seen in HATCH's 'Hatch Mama' collection, creates a disruptive innovation opportunity for companies in the skincare and cosmetics industry to develop specialized product lines for expectant mothers. - **Wellness and Health:** The introduction of HATCH's 'Hatch Mama' collection underscores the disruptive innovation opportunity for wellness and health companies to create natural and non-toxic products tailored to the specific needs and concerns of pregnant women. ## Related on Trend Hunter - [Pregnancy-Safe Beauty Campaigns](https://www.trendhunter.com/trends/well-people-pregnancy-safe.md) - [Pregnancy-Safe Active Skincare](https://www.trendhunter.com/trends/skn-to-skn.md) - [Supportive Maternity Shapewear](https://www.trendhunter.com/trends/maternity-shapewear.md) - [Affordable Pregnancy-Friendly Kits](https://www.trendhunter.com/trends/the-honest-company1.md) - [Pregnancy-Friendly Fitness Equipment](https://www.trendhunter.com/trends/bala-mama.md) - [Elevated Maternity Collections](https://www.trendhunter.com/trends/seraphine-1.md) - [Mother-Specific Self-Care Kits](https://www.trendhunter.com/trends/selfcare-gift-kit.md) - [Baby-Friendly Skincare Sets](https://www.trendhunter.com/trends/mother-baby.md) - [Mom-to-Be Personal Care Products](https://www.trendhunter.com/trends/the-honey-pot-products.md)