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What does it take to go from business idea to lady boss?


This new column features an entrepreneur, who happens to be a mom, each week—walking us through the process of how you too can take your ideas from dream to reality.

If you missed our last article featuring Cynthia and her daughter, Meera, from Devon’s Drawer on how the value of tradition has impacted the supply chain of their heirloom children’s clothing company, you can read it here. This week, we’re discussing the fourth step every entrepreneur needs to make on her journey: branding.

Don’t try to be someone else’s brand. Find your lane and totally kick ass in it!

One hot summer day last year, on the shores of Tofino, Oregon, Paige Manning and her new husband, crazy in love and honeymooning, came up with an idea inspired by their daughter Finley or, “Bean,” as she’s affectionately known.

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Paige had wanted to start her own children’s retail company for a long while, but the red tape involved with setting up a brick and mortar store was making it difficult to get the business off the ground. It was time to think outside the box store.

So she and her husband decided to buy a Boler trailer—which are coincidentally known as “bean trailers” (is anything reaaaalllyyy a coincidence?), and turn it into a retail shop with the ability to “pop up” at any location. The trailer would stock children’s goods made locally or from companies run by Canadian entrepreneurs (with very few exceptions).

So just 10 days after their honeymoon, the 1975 Boler was in their hands and being completely gutted with the help of friends and family.

It marked the beginning of their journey to make a dream into a reality.

Now, the Little Bean + Co. Boler is seen and loved up and down the west coast of Canada. In less than six months her Instagram following has grown to thousands of followers, with locals excitedly following her for the next market announcement. How did Paige go from idea to devoted fan base so quickly?

It’s the branding.

Much of Paige’s success comes from the incredible job she’s done with branding. Not only is the concept of a retail store inside a trailer unique, but her execution and taste has set Little Bean + Co. apart. Everything from the specific color of the Boler to the curation of items that she carries is well thought out, targeted and branded.

In her own words, Paige shares what it is about her branding that customers are drawn to, and how a lady boss gets started with creating a brand that will be celebrated.

What makes Little Bean &

Co. unique as a business?

First of all, there has never been a mobile boutique specializing in children’s brands locally in

BC, and as far as I know I’m the only Boler boutique in North America! Now, there are other mobile businesses, but what

makes us unique on that front is the products we carry. Everything in

the shop is made locally in the lower mainland, or nearby to where we are based in British Columbia, Canada.

How did you begin the process of deciding

on a brand name?

My daughter’s nick name has

been ‘Bean’ since she was born, and the Boler travel trailers are nicknamed

‘bean trailers’ because of their shape, so I knew Little Bean was the one, and

the + Co is because we are in company of amazing brands.

Once you had your name, what was your

process to develop a logo, and all the other pieces that contribute to a

“brand”?

Actually, I totally left the logo up to

my friend and graphic designer. I sent her a picture of the trailer before it was

even close to being done and said, “Just get creative!”

I told her the color I

was planning on painting the trailer, but other than that I just let her go crazy.

I believe in letting the pros do their job; I’m always happy to get out of their way instead of trying to tell them what to do. 

She actually chose the turquoise Pantone color we used in the end, and we matched the trailer paint to it.

It was hard to balance my own branding while carrying other brands in the shop. I wanted to stand out but also let them shine, so it was important to me that I chose something strong. When my

logo first came back from the designer I knew it was perfect and the shape of the trailer could be carried through all aspects of our branding.

I had our business cards cut into the shape of the trailer, it makes it stand out, and is something fun for people to touch and feel. I get compliments on my cards every time I hand them out; people’s eyes light up seeing the connection of real life and card.

I also had blanks made so that the logo card is our price tag on clothing in the shop. People post their ‘shopping hauls’ on social media and you instantly see our tag price card stand out. That right there makes it worth it.

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What would you say captures people about your brand and what makes it memorable?

The Boler for sure. People are always in awe of what I’ve done with it. Even people without children to shop for just want to stop and look, tell me a story about how their dad had a similar trailer, or how they used to camp in one as a kid. I get moms that run over a gush at the products, and dads who come up and go “wow this is so cool,” in awe at the trailer. It is truly eye catching, and that rings true for any brand I think.

Be unique. Stand out if you can.


When people hear Little Bean & Co.

what immediately comes to mind?

Beyond the Boler, customers remember the brands, and the quality of the

products we carry. Shopping local has a huge following here in the lower mainland,

and that really sticks with people, knowing they can get all their

favorite local brands in one place, no shipping required.

What values did you focus on when

building your brand?

I focused on quality, and the

brands I believed in as a customer before becoming a retailer. Brands my daughter wears

and loves, brands that held up to her crawling, walking and hair accessory ripping ways. I

believe in each and every brand in the shop on a personal level, and my

customers appreciate that.

When developing a brand, what would you

say is the most difficult part of the process?

Keeping things consistent is the most difficult part, and you need to get it right. I hired my friend and graphic designer to create my logo, and from there I pulled everything. Our colours, style, font, everything we use is pulled from our main logo image.

Being consistent is especially difficult in social media. I’m a mom and I don’t have time to adjust everything perfect for every shot, and so our pictures don’t turn out the same, even with the help of filters. For now, I just go with it, and show that we’re a real business, in real life, and I’m really a mom trying to do it all!

Now that you’ve been at it a while, what

would you say is contributing to your success?

Hard work. I spent three full

weeks sanding and prepping that trailer, and that was just the beginning. I

don’t have to do as much manual labor like that now, but every aspect of that hard work

definitely contributed to success. The trailer wouldn’t look like it does

without everything I did in the reno. I wouldn’t be at all the markets and

events if I hadn’t stayed up for hours and hours every night searching and

applying for them. Even now social media is hard work, updating my website,

making orders, and managing finances.

It’s all hard work but I wouldn’t be where I am if I only put in 50%.

How important would you say confidence is

in running your own company?

Confidence runs a business.

No one wants to buy something or work with someone only kinda sure. There have

been a few times where I thought getting some brands in the shop was a total

pipe dream, and that they were way out of my league, but I worked my confidence

up, sent them my best, and turns out they were stoked to be on board. If Ihadn’t the confidence in my brand, in my business, or myself, I would never

have them.

How does being a mother affect the way

you run your business?

Oh boy, this is a big one. I parent alone a lot of the time, as my husband works out of town, most

often 20 days away, 10 home. So working and being a mom is just normal life. My

little one is often by my side while I work on social media and emails during

the day, but I try to get most done once she’s in bed. Often you’ll find Bean

hanging out in the Boler with me, she’s my side kick on market days sometimes,

and its definitely a work experience having her there. Potty training on the

job is not fun!

Is there any one piece of advice you’d

give to aspiring lady bosses?

Don’t try to be

someone else’s brand. Find your lane and totally kick ass in it, you don’t need

to do everything to be awesome, you just need to find the right road, and

travel it well. Thats what makes a brand strong and stand out.

What does “Motherly” mean to you?

Motherly means taking charge,

finding alternatives, making decisions, and being caring. You don’t need to be

a mama to be motherly, you can exercise motherly qualities in all aspects of

life.

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Subscribe for inspiration, empowering articles and expert tips to rock your best #momlife.

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As a former beauty editor, I pride myself in housing the best skincare products in my bathroom. Walk in and you're sure to be greeted with purifying masks, micellar water, retinol ceramide capsules and Vitamin C serums. What can I say? Old habits die hard. But when I had my son, I was hesitant to use products on him. I wanted to keep his baby-soft skin for as long as possible, without tainting it with harsh chemicals.

Eventually, I acquiesced and began using leading brands on his sensitive skin. I immediately regretted it. His skin became dry and itchy and regardless of what I used on him, it never seemed to get better. I found myself asking, "Why don't beauty brands care about baby skin as much as they care about adult skin?"

When I had my daughter in May, I knew I had to take a different approach for her skin. Instead of using popular brands that are loaded with petroleum and parabens, I opted for cleaner products. These days I'm all about skincare that contains super-fruits (like pomegranate sterols, which are brimming with antioxidants) and sulfate-free cleansers that contain glycolipids that won't over-dry her skin. And, so far, Pipette gets it right.

What's in it

At first glance, the collection of shampoo, wipes, balm, oil and lotion looks like your typical baby line—I swear cute colors and a clean look gets me everytime—but there's one major difference: All products are environmentally friendly and cruelty-free, with ingredients derived from plants or nontoxic synthetic sources. Also, at the core of Pipette's formula is squalane, which is basically a powerhouse moisturizing ingredient that babies make in utero that helps protect their skin for the first few hours after birth. And, thanks to research, we know that squalane isn't an irritant, and is best for those with sensitive skin. Finally, a brand really considered my baby's dry skin.

Off the bat, I was most interested in the baby balm because let's be honest, can you ever have too much protection down there? After applying, I noticed it quickly absorbed into her delicate skin. No rash. No irritation. No annoyed baby. Mama was happy. It's also worth noting there wasn't any white residue left on her bottom that usually requires several wipes to remove.


Why it's different

I love that Pipette doesn't smell like an artificial baby—you, know that powdery, musky note that never actually smells like a newborn. It's fragrance free, which means I can continue to smell my daughter's natural scent that's seriously out of this world. I also enjoy that the products are lightweight, making her skin (and my fingers) feel super smooth and soft even hours after application.

The bottom line

Caring for a baby's sensitive skin isn't easy. There's so much to think about, but Pipette makes it easier for mamas who don't want to compromise on safety or sustainability. I'm obsessed, and I plan to start using the entire collection on my toddler as well. What can I say, old habits indeed die hard.

This article was sponsored by Pipette. Thank you for supporting the brands that support Motherly and mamas.

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I was as prepared as I could be for my body to run the marathon that is childbirth, yet it turned out to be more like a sprint.

You see, I gave birth in a car—and I felt invincible.

During pregnancy, I chose to create a positive experience. I sought all the research I could. I watched birth videos and documentaries, read birth stories, learned about the stages of labor, recorded coping techniques, drank red raspberry leaf tea, and ate all the dates. I sought care, prepared my cookies and teas, gathered breastfeeding cream, a pump, and belly bind. I folded baby's diapers and clothes, praying for those important first weeks.

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Perhaps the most important thing I did was to join a due date group with like-minded mamas to learn and grow with, and to share all the information, research and tips we could.

Much of my preparation was mental and spiritual prep-work. I read tons of books about birth, including faith-based books about labor, a practical guide to an "emergency" birth, and a natural pregnancy and childbirth guidebook. (And yes, I did end up using knowledge of each of these resources!)

Each of my two births were very different. With my first child's birth, I did not know much about birth or my options. My water broke at the onset of labor and I labored grudgingly in the one hour car ride to the hospital. Once there, I begged for an epidural.

This time around, though, I approached labor differently.

I chose to experience unmedicated labor, even though it isn't an easily understood decision. There were so many unsolicited opinions from people about what I should do with my body, and it was hard to not feel bombarded with all of the negative talk surrounding birth. But by having the support of the due date group and learning the wisdom that has been passed down in generations about childbirth, I wasn't deterred in my decision.

I knew that I needed to focus on not being overtaken by the potential overwhelm of birth. I remembered that I had a right to informed consent and that I could find kind of positive help I needed to give birth the way I knew I needed to. I chose to memorize biblical and positive affirmations to recite during birth to help calm myself through the contractions, and focus on what's at hand, rather than panic.

Labor began

The day my son came, I woke up before the sun at 4am and headed for the bathroom. I felt nauseous and achy like I was going to throw up and have diarrhea all at once. It was a very distinct, disgusting feeling throughout my body. Yet even with that feeling, I was in denial that labor was really starting.

My water was intact, and I was expecting my water to break at the onset of labor, as it did with my first. I was having some contractions, although extremely erratic. They were not consistent with clockwork, but they didn't stop, either. I would have a contraction that lasted five seconds, then a break for 20 minutes. Another contraction, this time for 20 seconds, and a break for seven minutes. I tried using an app to track and time the contractions for a bit, but ultimately that proved to cause more anxiety than peace.

So I turned the app off, and focused on being present. I was so calm. I let the contractions come and go. My family didn't even know I was in labor until they woke up with the sunrise! (I didn't want to wake everyone up—silly me, being in active labor!)

I was grateful to labor on my own in a quiet house in the early pre-dawn hours before the house and outside world woke up. I kept my composure, breathed through contractions, read and prayed, and let the birth process happen on its own.

When the contractions did not stop, I realized this was the real thing.

Once everyone was awake, I realized that I should probably be doing more to prepare, like get to help! We haphazardly packed a bag and rushed out the door to drive an hour to the place chosen to have our baby. I was not excited for that long car ride. I remember laboring in the car before, and it was miserable for me. I also knew how quick my past labor had been, and had this deep feeling, perhaps a mother's intuition, that we wouldn't make it to our destination in time.

I knew that this labor was progressing very quickly, and the baby was going to be born soon. Yet we went.

Giving birth in the car

My family got into the car and we drove, planning to meet more family at the hospital to take over the care of our toddler for a few days.

I labored in the car for 40 minutes until the ring of fire came. I knew what this meant: He was crowning, and we had to park. I tried to get into the best squat position I could, facing the seat, relieved that the car had stopped at this point. I repeated my affirmations over and over, and tried to focus on staying as calm as possible.

And he was born in the car, in the back of a small town grocery parking lot.

My baby was 6 pounds and 6 ounces, born at 9:15 in the morning, as I was facing the seat backward and squatting in the passenger seat of the car.

I didn't really push. A combination of by body's contractions and gravity seemed to do all the work. I was squatting upright, and the baby to just sort of plopped out. Head first into the car seat, with my hand to guide his head down, and a bit of the cord and fluids followed.

I attempted to squat fairly awkwardly in the seat to hold my fresh son and rub the vernix into his sweet skin. We were in love, and I felt invincible. I immediately felt relief of all the pain and tension. The rush of oxytocin and hormones from birth made me feel on top of the world. (In that moment, I almost forgot that my toddler was in the backseat watching, eyes wide open—he was so quiet!)

The ambulance was called, we were checked out, and all was well. I waddled to the ambulance while the EMTs held towels around me and baby. They needed to take me to the hospital to make sure we were okay. I sat in the back of the ambulance stroking my baby, relieved to have more space to stretch out.

At the hospital, we sat in a room for a while until they figured out what to do with us, since the baby was already here. We stayed overnight and I reflected on the birth as I could.

Reflecting on my car birth

In some ways, I was sad. This is not what I wanted first moments with my son to be like. Although I was prepared for birth and felt incredible afterward, I felt sort of exposed to the world during the process. My body was depleted—and ultimately, my baby was born in the car (not exactly something that was on my bucket list).

I felt grief for the way (or rather, place) that my labor happened. But I was also thankful for a powerful, unmedicated birth. I grieved the loss of expectations, while being thankful for the reality. And that's okay.

I did it. We did it. This birth was a sprint, not the marathon so many women talk about.

Nothing about my labor and contractions were predictable. I did not have much knowledge about birth before I was pregnant, but the preparation during my pregnancy helped me feel more at ease. Despite the situation, I didn't feel that it was challenging. I felt able, or at least as able or prepared as any mother can be, for labor.

The feeling of being in labor is indescribable—the juxtaposition between pregnancy and postpartum, the time in labor where you are in the hyphen of here and there, a time that forever changes your life and family.

It was truly vulnerable and powerful—an unusual presence of two feelings that left me over-the-moon. As soon as my son was born, the feeling of pain was gone, just like that. And in its place was exhilaration; a rush of adrenaline and awe. I did it completely on my own, in the front passenger seat of the car!

Our bodies are absolute miracles. I grew into a mother of two that day, and with that, my new mission was born: to help other mothers learn and experience the feeling of being empowered by your birth and labor, not in fear of it. I decided to become a birth and postpartum doula, to empower, coach and be alongside other mothers in their own journey in birth and motherhood.

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Life

For starters, this article is not to be confused with 10 ways to win a power struggle. I know, I'm disappointed too, but there is no way to win a power struggle with a 3-year-old. They can refuse to put on their shoes all day—they have nowhere better to be!

More importantly, you don't necessarily want to win a power struggle. Sure, you may occasionally triumph in a battle of the wills with your child, but I doubt either of you will emerge from the experience feeling good about yourselves or your relationship.

Plus, as nice as it would be to have our children just do what we ask without argument, our goal isn't to raise little people who blindly follow orders. Rather, we want to raise children who are able to compromise, accept advice and guidance and follow a trusted authority.

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What we can think about is how to make the most of the inevitable power struggles we find ourselves in with young children, and how to come out of them with our relationship intact.

Here are 10 ways to turn power struggles with your toddler into a win:

1. Demonstrate how to compromise

One of the best ways to teach children how to be kind and reasonable in their interactions with others is through modeling. I know, no pressure, right?

Instead of standing over them and yelling at them to pick up their toys while they sit there with their arms crossed giving you the evil eye, try offering to put away the blocks while they put away the dolls. Or, try offering them five more minutes before clean up time. Extend the olive branch and see if you can gain their cooperation rather than their obedience.

In time, you can involve your child more in coming up with the solution. Say something like, "I want you to clean up your toys and you don't want to. What's a compromise we could use here?"

2. Model empathy

It can be really hard to show empathy for something that seems completely ridiculous to us. Can you really have empathy for someone refusing to eat their breakfast because you gave them the blue spoon? Maybe not.

But you can show empathy for how hard it is to not get what you want, or to not have the control you wish you had over your own life. You can say something like, "I know the red spoon is your favorite. It's hard for you when it isn't clean."

This shows our children that we see and care about how they're feeling, and it is often enough to help them move on.

3. Show the strength of your relationship

Perhaps the most important win that can come out of a power struggle is a stronger relationship. Power struggles are incredibly draining for us and for our children, and it can be hard not to emerge from it angry and tired.

Once you've recovered, spend some time repairing your relationship and let your child know that, no matter what, you still love them for exactly who they are.

4. Model how to apologize

At some point you will inevitably lose your temper over a power struggle you have with your child. It's almost impossible not to. When this happens, it is a great opportunity to show your child how to apologize.

While making children say "I'm sorry," doesn't teach them remorse, when we apologize it teaches the importance of admitting when we do something wrong.

You might say something like, "I'm sorry I yelled at you earlier. I was so frustrated when you wouldn't put on your shoes and we needed to leave, but yelling wasn't a good choice. May I give you a hug?"

5. Teach them to read their bodies

Children frequently become argumentative when they're tired, hungry or thirsty. They are not good at reading their own body's signals, yet the way they feel physically dramatically affects their behavior.

When you find your child buckling down and refusing everything you ask them to do, teach them how to pause and scan their body. Explain to them that when they are feeling this way, it is sometimes because they haven't eaten or rested in a while.

Teaching your child to be in tune with their body is a lesson that will last well beyond the stage of power struggles.

6. Let them learn from natural consequences

Many power struggles center around things we ask our children to do for their own good. We ask them to bring a coat so they won't be cold. We ask them to use the potty so they'll be comfortable. We ask them to do their homework so they don't get in trouble at school.

Next time you feel a power struggle coming on, ask yourself what would happen if your child didn't do what you asked. Is there a natural consequence that would be meaningful, but not harmful? If so, let the situation unfold.

You might say something like, "I think you should wear a coat so that you're not cold, but it's your body, you can decide."

Later, when they're too cold and have to leave the park, you can talk about what happened. Sure, your child will be mildly uncomfortable for a while, but you will avoid a daily power struggle about coats.

7. Show them it's okay to change your mind

Some rules are really important and we simply cannot back down. Other times, you may make a minor request in passing, only to set off a monumental power struggle. Do you have to stick to what you said simply to avoid backing down to your unreasonable child?

No, of course not, what message would that send?

If something isn't important to you, simply tell your child that you've changed your mind, not out of exasperation, but simply because it's not important to you.

Say something like, "Wow, I can see this is really important to you. You know what, now that I think about it, I'm okay with it if you wear your princess dress to the park, if you're okay with it getting dirty."

This demonstrates that it's okay to give in to what someone else wants sometimes, we don't have to be in a power struggle just to avoid backing down at all costs.

8. Teach respectful disagreement

Power struggles can be an excellent opportunity to teach our children how to disagree, respectfully. After all, there is nothing wrong with our children having a different opinion, we just don't want them to express it by flat out refusal or laying on the floor screaming. You can explain this to your child, offering them an alternative way of expressing their opinion.

Say something like, "Wow, I asked you to get dressed and you really don't want to. You could say 'I'm not ready Mom, may I wait five minutes?'" If your child is already emotional, try having this discussion later when they've calmed down.

9. Practice problem solving skills

Involve your child in coming up with a solution for ongoing power struggles. Do they argue every day about what's for breakfast? Invite them to look through a healthy cookbook with you and choose a new recipe to try.

Do they say no and run away every time it's time to leave the park? Sit down with a pen and paper and involve them in coming up with a good solution for when it's time to go.

This is a great exercise in creative problem solving and children are far more likely to go along with a solution they helped create.

10. Show them they can trust you

In the midst of a battle of wills, it is generally useless to use logic, to explain your reasoning to a child who has already decided that they are, under no circumstances, backing down.

Later though, when all is calm and you have both recovered, sit down with your child and explain why you were asking them to do something.

Explain that you asked them to get in their car seat because it's so important for safety and you care about them. Explain that you asked them to put their toys away because it's important for your family to have a nice and tidy home to live in.

Explain to them that you always, always, have their best interests at heart, that they can trust you.

The best way to handle power struggles is to avoid them. Still, you are human, and you are likely to get dragged into some power struggles from time to time. When that happens, just try to make the best of it.Your child will likely try to initiate many power struggles, but you don't have to actually join the fight every time. Remember that protecting and repairing your relationship is more important than winning any battle.

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Learn + Play

Meghan Markle is opening up about some of the challenges of pregnancy and life as a new mom. While most of us can't relate to her status as a royal we can totally relate to some of her feelings about motherhood.

Markle was recently interviewed by ITV News at Ten anchor Tom Bradby—and when Bradby asked her how she was doing she kept it real.

"Thank you for asking, because not many people have asked if I'm OK, but it's a very real thing to be going through behind the scenes," Markle said.

ITV News on Instagram: “'Not many people have asked if I’m ok... it’s a very real thing to be going through behind the scenes.' Meghan reveals to ITV’s @tom.bradby…”

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Many moms can relate to this, and it's something we at Motherly have often commented on. People always ask how the baby is doing, but don't always think to ask mama how she is. Of course, we want the people around us to care how our babies are doing, but mom needs to be cared for, too.

Bradby pressed on, asking Markle if it would be fair to say she is " not really OK?"

"Yes," she replied.

The most famous new mom in the world is saying that she is not okay. We applaud her for that because by telling her truth she is no doubt inspiring other mothers to do the same. We don't have to pretend that motherhood is free from stress and struggle. It is hard, even for someone with the resources Markle has.

The Duchess of Sussex has a lot of financial resources, but she has also been highly scrutinized during her pregnancy and early motherhood, which has added to her stress.

"Any woman, especially when they're pregnant, you're really vulnerable, and so that was made really challenging," Markle says. "And then when you have a newborn, you know. And especially as a woman, it's a lot. So you add this on top of just trying to be a new mom or trying to be a newlywed. It's um… yeah. I guess, also thank you for asking because not many people have asked if I'm okay, but it's a very real thing to be going through behind the scenes."

Media coverage of Markle's pregnancy and personal life were a factor in Prince Harry releasing a statement on the matter earlier this month.

"My wife has become one of the latest victims of a British tabloid press that wages campaigns against individuals with no thought to the consequences—a ruthless campaign that has escalated over the past year, throughout her pregnancy and while raising our newborn son," it reads, in part. "There is a human cost to this relentless propaganda, specifically when it is knowingly false and malicious, and though we have continued to put on a brave face—as so many of you can relate to—I cannot begin to describe how painful it has been."

As Prince Harry suggests, there are certain things about Markle's struggle that many of us can relate to. Pregnancy and life with a newborn are hard, and trying to pretend you're okay when you're not (or as Harry calls it, putting on a brave face) can make it even more stressful.

Here's to it being okay for a new mom to say she's not okay.

The rest of Bradby's interview with Markle (and conversations with Harry) will air during the upcoming ITV documentary Harry & Meghan: An African Journey, this Sunday in the UK. Stateside, the doc will air Wednesday, Oct. 23, at 10 p.m. ET on ABC.

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News

Johnson & Johnson announced on Friday that it's initiating a voluntary recall in the United States of a single lot of Johnson's Baby Powder due to low levels of asbestos contamination. In a statement posted to its website the company explained this is a "voluntary recall in the United States of a single lot of its Johnson's Baby Powder in response to a U.S. Food and Drug Administration (FDA) test indicating the presence of sub-trace levels of chrysotile asbestos contamination (no greater than 0.00002%) in samples from a single bottle purchased from an online retailer."

The recall is only for one lot of 33,000 bottles of baby powder. If you have a bottle of Johnson's Baby Powder from Lot #22318RB stop using it and contact the Johnson & Johnson Consumer Care Center at www.johnsonsbaby.com or by calling +1 (866) 565-2229.

Johnson & Johnson stresses that this recall is a precaution and that it can't yet confirm if the product tested was genuine or whether cross-contamination occurred. The voluntary recall comes after years of allegations about asbestos contamination in Johnson & Johnson's talcum powder-based baby powder.

As Bloomberg reported in July, the Justice Department and U.S. Securities and Exchange Commission are investigating Johnson & Johnson due to concerns about alleged asbestos contamination in its baby powder. This came after numerous lawsuits, including a case that saw Johnson & Johnson ordered to pay almost $4.7 billion to 22 women who sued, alleging baby powder caused their ovarian cancer. In July 2018, St. Louis jury ruled the women were right, but what does The American Academy of Pediatrics say about baby powder?

It was classified "a hazard" before many of today's parents were even born

The organization has actually been recommending against baby powder for years, but not due to cancer risks, but inhalation risks. Way back in 1981, the AAP declared baby powder "a hazard," issuing a report pointing out the frequency of babies aspirating the powder, which can be dangerous and even fatal in the most severe cases.

That warning didn't stop all parents from using the powder though, as its continued presence on store shelves to this day indicates. In 1998, Dr. Hugh MacDonald, then the director of neonatology at Santa Monica Hospital and a member of the American Academy of Pediatrics Committee on Fetus and Newborn, told the Los Angeles Times "Most pediatricians recommend that it not be used," adding that the consensus at the time was that "anybody using talcum powder be aware that it could cause inhalation of the talc, resulting in a pneumonic reaction."

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A 2015 update to the AAP's Healthy Children website suggests the organization was even very recently still more concerned about the risk of aspiration than cancer risks like those alleged in the lawsuit. It suggests that parents who choose to use baby powder "pour it out carefully and keep the powder away from baby's face [as] published reports indicate that talc or cornstarch in baby powder can injure a baby's lungs."

In a 2017 interview with USA Today, Dr. David Soma, a pediatrician with the Mayo Clinic Children's Hospital, explained that baby powder use had decreased a lot over the previous five to eight years, but he didn't believe it was going to disappear from baby shower gift baskets any time soon.

"There are a lot of things that are used out of a matter of tradition, or the fact it seems to work for specific children," he said. "I'm not sure if it will get phased out or not, until we know more about the details of other powders and creams and what works best for skin conditions—I think it will stick around for a while."

Talc-based baby powder is the variety of baby powder involved in the The Justice Department and Securities and Exchange Commission's investigations and the lawsuits against Johnson & Johnson, but corn starch varieties of baby powder are also available and not linked to increased cancer risks.

In a statement on its website, Johnson & Johnson states that "talc is accepted as safe for use in cosmetic and personal care products throughout the world."

When Motherly requested comment on the recall and the safety of talc a spokesperson for the company issued the following statement:

"[Johnson & Johnson Consumer Inc] has a rigorous testing standard in place to ensure its cosmetic talc is safe and years of testing, including the FDA's own testing on prior occasions--and as recently as last month--found no asbestos. Thousands of tests over the past 40 years repeatedly confirm that our consumer talc products do not contain asbestos."

Bottom line: If you have one of the 33,000 bottles of Johnson's Baby Powder from Lot #22318RB, stop using it.

If you are going to use baby powder other than the recalled lot on your baby's bottom, make sure they're not getting a cloud of baby powder in their face, and if you're concerned, talk to your health care provider about alternative methods and products to use on your baby's delicate skin.

[A version of this post was originally published July 13, 2018. It has been updated.]

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