Hailey Bieber’s latest TikTok is proof that ‘mom brain’ spares no one

Hailey Bieber just gave us the most relatable mom brain moment—because, honestly, who among us hasn’t lost something that was just in our hands?

The model and Rhode founder, 28, posted a TikTok on February 11 that was supposed to be a simple makeup tutorial—but quickly turned into a very real peek at the mental fog that comes with new motherhood.

Hailey’s ‘mom brain’ moment caught on camera

“Enjoy this 2 minutes of confusion and slight chaos,” she captioned the video, and she wasn’t kidding.

“Just gonna show what was on my cheeks and lips today if I can find what was just in my hand…” Hailey starts, before trailing off and frantically searching for the missing product. After a few seconds of digging around, she lets out an exasperated, “What the f—?” (Been there, Hailey.)

“This is actually tripping me out,” she says, still looking. “You know when something was just literally in your hand and then it disappears? I’m bugging out.” Cut to Hailey scanning the room before realizing the missing product was on the floor the whole time.

If this isn’t peak mom brain, we don’t know what is. But before we brush it off as forgetfulness, science suggests there’s more to it.

What is pregnancy brain fog, really?

Before it’s dubbed “mom brain,” it’s often experienced during pregnancy as what’s called pregnancy brain fog. Characterized by forgetfulness, mental cloudiness, or trouble concentrating, this fog can set in as early as the first trimester—and it’s not just in your head.

Experts believe a combination of factors contributes to this mental haze, including surging hormones (like estrogen and progesterone), sleep disturbances, and the brain’s reorganization to prepare for motherhood.

The science behind ‘mom brain’—it’s real (and actually a good thing!)

The term mom brain is often used to describe moments of mental fog, but research shows these cognitive changes are real—and even beneficial. A groundbreaking study, published in Nature Neuroscience, reveals that pregnancy and early motherhood trigger significant transformations in the brain. While frustrating, brain fog reflects broader neurological changes that enhance caregiving in other ways.”

The study used advanced imaging to track brain changes from preconception through postpartum and reveal significant shifts in both gray and white matter—key areas linked to emotional regulation, social connection, and maternal bonding. Gray matter pruning in regions like the prefrontal cortex and amygdala enhances efficiency, strengthening neural connections tied to empathy and caregiving. Meanwhile, increases in white matter integrity improve communication between brain regions, helping mothers interpret their baby’s cues more effectively.

These neurological adaptations heighten a mother’s responsiveness to her baby’s cries, facial expressions, and nonverbal signals, fostering a strong parent-child bond. Pregnancy hormones like estradiol and progesterone drive these structural changes, ensuring the brain is primed for caregiving long before birth. This research highlights that mom brain isn’t just real—it’s an essential transformation that equips mothers for the demands of parenthood.

These moments of pregnancy brain fog may feel frustrating in the moment, but they actually reflect how adaptable the human brain is during such a transformative time. Your mental load may shift, but that’s not the same as losing cognitive ability—it’s your brain rewiring itself for one of the most demanding jobs there is.

Instead of viewing these moments as lapses, experts suggest they’re actually part of the brain’s natural adaptation to parenthood. In other words, while Hailey’s moment might feel like forgetfulness, it’s likely a sign of her brain fine-tuning itself for motherhood.

Related: Why ‘mom brain’ is actually a superpower

Moms everywhere relate: ‘This is actually me every day’

The comment section was fully in solidarity.

“This is actually mom brain 😭😭😭 me everyday,” wrote @Myraaa, summing up what every mom watching was thinking.

“Mom brain is so real 😭😭,” added @SofiaPeña.

And @Jocelyn welcomed Hailey to the club, commenting, “Welcome to mom brain 💗🧠.”

Related: Science confirms that ‘mom brain’ is real

Did baby Jack make a surprise cameo?

Motherhood might be beautiful, but it’s also a never-ending cycle of forgetting where we put things while holding them in our hands.

And is it just us, or do we hear Jack Blues’ baby coos in the background toward the end? Too adorable.

How to cope with pregnancy brain fog

While you can’t always prevent pregnancy brain fog, there are small strategies that can make a big difference—and help you feel more grounded in the process.

• Write things down (yes, even the small stuff): Keep a notepad or notes app handy to jot down reminders, ideas, or even where you left something. Don’t rely on memory alone—especially when your brain is busy reorganizing itself for motherhood.
• Use calendar reminders and phone alarms: Let your devices do some of the heavy lifting. Set alerts for appointments, to-dos, and anything else that could slip your mind in the fog of daily life.
• Stick to routines where possible: When everything feels a little fuzzy, predictable routines can be a lifeline. Creating consistent habits—like always putting your keys in the same spot—helps cut down on those “where did I put that?” moments.
• Simplify your to-do list: Pregnancy is not the time to multitask like a superhero. Narrow your focus to just a few priorities each day and give yourself full permission to say no to anything that feels overwhelming.
• Get quality rest—even short naps help: Fatigue only intensifies brain fog. While a full night’s sleep may be elusive, even a 20-minute nap can help improve concentration, memory, and mood.
• Fuel your brain with nourishment and hydration: Eating well-balanced meals and drinking enough water helps stabilize energy levels and support cognitive function. Bonus tip: keep a water bottle within arm’s reach (and maybe a snack, too).
• Give yourself grace: This one matters most. Your brain is literally reshaping itself to help you care for your baby. So if you misplace your phone or forget what you were saying mid-sentence, remind yourself: it’s not a flaw—it’s your incredible transformation in action.

Above all, be kind to yourself. Pregnancy brain fog is a temporary, totally normal part of the journey—and you’re doing better than you think.

Sources:

1. How a mother’s brain changes during pregnancy. Nature Neuroscience. 2023. “Neuroanatomical changes observed over the course of a human pregnancy.”