Parenting brand MadeForMums unveils its new brand identity and an evolved content mission that reflects the realities of modern parenting.

MadeForMums has officially unveiled a new brand identity, marking the start of an exciting new chapter for the UK’s most trusted parenting platform*.  

The relaunch goes far beyond the visuals — it’s a strategic evolution designed to meet the needs of today’s families, with fresh content formats, wider parenting coverage and a renewed focus on community-led storytelling rolling out into 2026. 

A new, modern identity for real-life parenting 

The refreshed look introduces a softer, more expressive colour palette and playful, organic shapes — designed to reflect the warmth, relatability and energy of MadeForMums’ millennial parent audience.  

Alongside its new logo, the brand introduces its “double m” icon and now uses punchier reds and pinks to reflect its vibrant tone and social presence. 

“Our new identity is all about joy, honesty and community,” says Ruairidh Pritchard, Digital Growth Lead at MadeForMums. “We wanted the brand to feel just like the parents we speak to every day – dynamic, warm and full of real-life experience.” 

From bumps to big kids — and beyond 

This rebrand also marks a clear repositioning of the brand’s editorial lens. While expert advice for expectant and new mums remains core, MadeForMums is now expanding its reach to support parents of older children, tweens and teens — alongside growing areas like neurodiversity, postnatal mental health and women’s wellness. 

“We’ve redefined our purpose with a deeper commitment to modern, diverse and authentic parenting experiences,” the team shares. “We’re not just about newborns anymore — we’re here for the full parenting journey”. 

Award-winning community, rebranded and growing 

Formerly known as the Top Testers Club, the brand’s community of real families is now relaunched as The MadeForMums Club. Made up of more than 4,500 engaged families across the UK, the Club plays a central role in the brand’s future — sharing lived experiences, testing products, awards judging, co-creating content and shaping editorial direction. 

The Club has also been at the heart of several standout commercial campaigns in 2025, partnering with household names like LEGO, Nando’s and My Expert Midwife to deliver relatable, community-powered storytelling across social and native formats. 

The brand’s community-first ethos has earned industry recognition: MadeForMums was named Best Community Engagement winner at the PPA Awards 2024 and was highly commended again at the 2025 awards just last month. 

Apple News launch expands reach 

Earlier this year, MadeForMums became the first UK parenting brand to launch on Apple News. Since its April debut, the brand has reached over 2.9 million new users, offering expert-backed advice and relatable parenting stories to a whole new audience through re-platforming its editorial content and publishing new themed digital magazines. 

Still the UK’s most trusted parenting brand 

Trust is at the heart of everything MadeForMums does — and the numbers back it up. A remarkable 89% of users trust the brand to deliver accurate, expert-backed parenting content, while 62% have made a purchase after reading one of its product reviews*.  

For time-poor, decision-heavy mums, MadeForMums remains a vital go-to — offering clarity, confidence and real-life reassurance at every stage of the parenting journey. 

“Our strategy into 2026 is rooted in real-life stories, expert guidance and meaningful connection,” says Pritchard. “We’re not just following trends — we’re evolving with our audience and championing the support modern families truly want.”