Award-winning pregnancy and newborn skincare brand, My Expert Midwife, has announced a significant brand relaunch, backed by a £1.59 million investment to accelerate growth and reinforce its mission to support parents through their pregnancy and early parenting journey.
Co-founded in 2017 by registered midwife Lesley Gilchrist, the brand has built a loyal following for its straight-talking, solution-focused products that have been developed by midwives to tackle the real, everyday challenges faced by parents. Now, My Expert Midwife enters a new phase with refreshed branding, newly designed packaging, and the launch of a bold campaign platform: ‘Always on Call’.
This new creative platform encapsulates the brand’s commitment to being a trusted, expert presence for parents, day or night. It’s a message that comes to life not just through campaign content, but also with the launch of the brand’s upgraded e-commerce site, featuring the new ‘Call the Midwife’ live chat function, connecting users directly with a qualified midwife.
In a major milestone, as part the brand’s wider integrated marketing strategy, My Expert Midwife has launched its first-ever national multi-media campaign in partnership with Alchemy Media, who previously brokered the brand’s sponsorship of parenting content on UKTV’s factual entertainment channel, W.
Designed to dramatically scale brand awareness, the campaign is set to deliver an estimated 8.5 million impacts across the core pregnancy and newborn target audience and will span a targeted mix of video placements, audio, publisher and out of home channels including SVOD platforms Netflix, Amazon, and Disney, YouTube; as well as digital activations and on social media. The brand is also investing in audio and visual-first platforms through high-reach industry podcast sponsorships, and high-impact digital six-sheet placements in key locations nationwide.
The campaign will reach millions of parents and parents-to-be, driving home the message that My Expert Midwife is there to deliver expert guidance and products that are backed by science and industry-leading knowledge. The brand is also investing in an always-on PR strategy to raise awareness, educate consumers, and build authority through trusted expert voices, partnering with creative communications agency, Hatch.
As part of the rebrand, My Expert Midwife has unveiled a new visual identity, designed to reflect the brand’s credentials while standing out with clarity and confidence on shelf. The sleek, contemporary packaging features updated baby pink and baby blue hues, chosen to align with the brand’s evolved and empowering personality. The result is a brighter, more cohesive look that captures attention while reinforcing trust. Branding and marketing agency Belief Machines played a key role in driving My Expert Midwife’s design development on product and packaging, while the brand’s creative agency, Syn, has been instrumental in shaping the refreshed brand direction and tone of voice, ensuring that the expertise and authority at the heart of the brand is more clearly communicated to consumers than ever before.
In 2024, My Expert Midwife expanded its distribution footprint, launching into retail giants, Sainsbury’s and Morrisons, adding to an already impressive roster of retail partners including Boots, Asda, John Lewis, Sephora, Ocado, and Amazon. Since the recent roll out of the new identity, the brand’s baby care range went live in-store and online at Boots, where its Dribble Defence sold out shortly after launch, and the No Harm Bum Balm delivered a sales increase of nearly +100%. The brand is also available in its own ecommerce store.
As part of this growth, My Expert Midwife is expanding its network of resident midwives and ‘MEMbassadors’ to build a community that reflects and supports the lived experiences of modern parenthood. The brand is also due to enlist a further 15 practicing midwives from across the UK to build its brand and community.
Rachel Costello, chief marketing officer at My Expert Midwife, said: “This brand refresh comes at a pivotal moment for us. It’s not just about creating products that look good; it’s about clearly showing consumers who we are and what we stand for.
“We’re deeply committed to supporting new parents, not only through our effective product offering but also through trusted expert advice. That support has always been at the heart of our brand. It’s what inspired us from the start and remains the foundation of this rebirth. Listening to our customers is essential to everything we do at My Expert Midwife, and we’re dedicated to developing solutions that truly address the real challenges that our consumers face. Our priority for this year is continuing to develop the brand to ensure it evolves to represent the people who truly matter – mothers and new parents navigating this incredible time of their lives.”
Karen Doran, chief executive officer at My Expert Midwife, added: “This investment marks a transformational moment for My Expert Midwife, we’re building on the strong foundation that Lesley created, and this investment allows us to evolve every part of the business to better serve our growing community of parents. We’re incredibly proud of what we’ve achieved to date, and now we’re focused on expanding our reach and continuing to innovate with products and services that put parents first. We’re creating something meaningful and lasting- and this is only the beginning.”
