Mayah, a new personal care brand developed to be safe for mothers and mothers-to-be, has debuted its first collection of three bodycare products.

The new brand, founded by Jessica Smith and Rebecca Heywood, is born from lived experience – navigating miscarriages and the challenges of trying to conceive. After finding a split between mother-and-baby products and generic bodycare, the founders created the company to redefine how mothers are seen – rather than solely focusing on the baby.

Jessica Smith said: "For years, maternal imagery has defaulted to soft, poetic and slightly saintly – beautiful, but flattening. What's been missing is space for the confident, provocative, directional side of motherhood – the side where a woman's sense of self becomes bigger, bolder and more defined, not smaller." 

Mayah’s products have been created to reduce the guesswork and assumptions for women looking for safe ingredients during every stage of the motherhood journey, which the brand calls The Motherhood Arc.

The founders spoke to more than 300 mothers and mothers-to-be before developing the formulas. The results showed 76 per cent were worried about their shift in body image and loss of identity during and after pregnancy and 68 per cent were unsure which products were safe to use.

Rebecca Heywood said: “From the beginning, we agreed we wouldn’t build Mayah on any assumptions. By listening to hundreds of women and mapping out over 52 concerns across every stage, we created products that respond to what mothers actually told us they needed in their everyday lives.”

The independently clinically tested products in the new collection apply the principles used in facial skincare to maternal bodycare formulas in collaboration with a dermatologist to ensure safety and high performance. 

The fragrance-free products contain clinically studied actives. 

The products are:

• Eight Moments Body Repair Oil (£55 (US$70, €64) / 200ml)

This quick-dry oil formula includes bakuchiol, vitamin E and calendula. The brand says the product deeply nourishes, restores and helps support the skin barrier, leaving skin feeling supple, smooth and more resilient through every stage of change.

• Full Service Omega Body Cleanse (£28 (US$36, €33) / 350ml)

This gentle body wash incorporates ceramides, Omega-3,6,9 and aloe vera. The cleanser is described as a skin-fortifying step in a daily skincare ritual.

• Daily Affair Soothing Nipple Balm (£22 (US$28, €26) / 30ml)

This product features a clinically studied botanical complex that is said to help comfort sensitive or stressed skin, called Defensil. It also features panthenol and Omega-3,6,9 to comfort, protect and relieve cracked, dry and delicate skin. It melts onto the skin and comes in a compact, one-handed twist-stick format made for on-the-go use.

All three are available together as the Body Basics Kit for £95 (US$121, €111).