A modern lifestyle brand redefining motherhood
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Liz Tenety and I lived parallel lives for nearly a decade—though we never met—before we started Motherly. We both attended Georgetown (Liz as an undergrad, me for grad school), worked in DC (me in strategy management consulting for defense and intelligence agencies, Liz in journalism at the Washington Post), and both married Naval Academy graduates—and lived as Navy wives while our spouses deployed abroad.

Our paths finally crossed in California where we met through the Stanford Graduate School of Business community. Liz and I got to know one another as working mothers but even then our lives didn't intersect much. We were too busy raising our young children and putting our husbands through business school to get to know each other that well.

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It wasn't until 2015, after Liz attended a Mothers Symposium on finding your authentic self, that our worlds truly connected. On a cold NYC day in March, Liz called me to chat about some ideas she had for a business to address the fact that motherhood was consistently portrayed in an outdated manner in media. She was not looking for a co-founder on that call but what she said resonated deeply with me as both a Millennial mom and a woman—so a partnership was born.

Before having children, I had an illustrious career in consulting advising senior government officials and impacting strategy at the highest level. I was confident in who I was and the value I brought to my profession. When I met someone new they always asked what I did and I was proud to share my work.

But that all changed when I became a mother.

While I continued to work, I found that the world no longer saw me as an accomplished professional—before anything, I was a mom. Now I was asked what my husband did as his profession, not me.

I felt lost, like I was missing a core piece of my identity and had been put in a box that just didn't fit. Why was it that society saw the characteristics of motherhood as nurturing, loving and caring, without acknowledging that women who are mothers can also be ambitious, driven, and confident?

These attributes appeared to be viewed as contradictory but that didn't align with my truth.

The more we talked, the more Liz and I realized that the issue wasn't simply a media issue, but a systemic issue that cut across content, community and commerce. We quickly recognized that this white space existed not just for us, but for our entire generation.

Millennial women are the first generation where women are more educated than men. They are also the first digitally-native generation to become parents. This generation of hopeful, accomplished and discerning women was arriving at motherhood wanting to embrace the most incredible transformation of their lives but found themselves disappointed with the outdated offerings from media outlets and consumer products.

That's where Motherly came in.

With Liz in California and me in NYC, we launched Motherly's "alpha" within six weeks of our first conversation and spent the next six months leveraging a design-thinking, user-driven approach, gathering data from thousands of women to understand what their pain points were in the micro-moments of motherhood. Through those interviews, we realized that creating a community around woman-centered, expert-driven, non–judgmental content was a way to connect with and inspire women.

Today, nearly four years since that first conversation, Motherly has emerged as the voice of the Millennial mom and is a lifestyle parenting brand redefining motherhood on behalf of a new generation of mothers. We provide our 30M+ community of mamas with the encouragement, support and inspiration to meet her real life.Real mamas need to be reminded that motherhood is an opportunity to nurture—not lose—her true sense of self.

We are proud to be two female founders building a business for women, by women and creating a next-generation employer where parents can thrive. In 2019 The Motherly Podcast, This is Motherhood book, Motherly wellness products, and a signature event series will create greater community intimacy through offline connections.

But all of this success hasn't been without its challenges. Our growth has been organic simply because we weren't able to raise the capital needed to fund marketing campaigns. Looking back, all of those "no's" from venture capitalists the first three years were a blessing. We were forced to be scrappy and it taught us true grit and resilience.

Our team owns our success in a profound way—we've earned our audience's loyalty, mama by mama. In business, money can hide many problems and in its absence, one must address each problem head on. We did all the hard things, that in the end, were the right things.

In addition to the stereotypical challenges we faced from investors as female founders who also happen to be mothers, we both faced deeply personal struggles in Motherly's first years. Liz, now pregnant with her fourth child, has endured hyperemesis gravidarum, a pregnancy complication that is characterized by severe nausea, through two pregnancies. And three short months after our formal launch in December 2015, I was diagnosed with Multiple Sclerosis (MS), an incurable neurological disease. Thanks to amazing doctors and cutting edge medical treatments, I'm blessedly very likely to never fully develop MS. And, as everyone at TeamMotherly can attest, my disease hasn't slowed me down at all.

Through it all we've had each other's backs and we've had an amazing village in our staff, TeamMotherly. We've also had a deep passion and conviction driving our every decision that women and mothers deserve better—we exist to change the world on her behalf. And, we've got this, together.

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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.

Our Partners

Military families give up so much for their country, particularly when they have small children at home. Those of us who have never witnessed this kind of sacrifice first-hand could use a reminder of it once in a while, which is just one of the reasons we're so happy to see the beautiful photoshoot Mary Chevalier arranged for her husband's return home from Afghanistan.

The photoshoot was extra special because while James Chevalier was serving a nine-month deployment, Mary gave birth to their second son, Caspian.

Getting ready to meet Dad

"During the laboring and birthing process of Caspian, I was surrounded by family, but that did not fill the void of not having my husband by my side," Mary told InsideEdition.com. "He was able to video chat during the labor and birth, but for both of us, it was not enough."

While James had yet to meet Caspian, their 3-year-old son, Gage, missed his dad a whole lot, so this homecoming was going to be a big deal for him too. That's why Mary arranged for her wedding photographer, Brittany Watson, to be with them for their reunion in Atlanta.

Gage was so happy to see his Dad 

"[He] had no idea he was going to be getting to see his daddy that day," Watson wrote on Facebook. "The family met at the Southeastern Railway Museum for Gage to go on a special train ride... little did he know, he'd be doing it with daddy!"

Watson did a beautiful job capturing the high emotions of every single family member, from Gage's surprise, to the delight on baby Caspian's face. It's no wonder her Facebook post went viral last week.

"Caspian is natural, a very happy baby, but both James and I felt like Caspian knew who his father was almost immediately," Mary told Inside Edition. "He was easily comforted by me husband right off the bat and seemed to have an instant connection. It was very emotional."

The moment this dad had been waiting for 

If we're sobbing just looking at the photos, we can't even imagine what it was like in real life.

"We are all so blessed and take so much for granted," Watson wrote. "I cannot contain the joy I feel in my heart when I look at these images, and I hope you feel it too!"


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During both of my pregnancies, I was under the care of an amazing midwife. Every time I went to her office for check-ups, I was mesmerized by the wall of photos participating in what may be the most painfully magical moment of a woman's life: giving birth. But there was a painting that always drew my attention: a woman dressed in orange, holding her newborn baby with a face that could be described as clueless. The line above the canvas read, "Now what?"

I felt like the woman in the painting as I kissed my mother goodbye when my daughter was born. She came from my native Colombia to stay with us for three months. When she left, I realized that my husband had been working as usual during those first 90 days of our new life. My baby was born on a Friday and on Monday he was back at the office. (No parental leave policy for him.)

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Now what? I thought. The quote "It takes a village to raise a child" suddenly started to hit home, literally.

After a few years in Miami, I had some friends, but it truly didn't feel like I had a village. Some were not mothers yet, most of them worked full-time and others didn't live close by. My nomad life left my best friends spread out in different places in the world. I found myself signing up for "mommy and me" classes in search of new mothers, immigrants like me, alone like me.

It seemed like a utopian dream to think about when my grandmothers became mothers. Both of them had 6 and 10 children and they were able to stay sane (or maybe not? I don't know). But at least they had family around—people cooking, offering help. There was a sense of community.

My mother and father grew up in "the village." Big families with so many children that the older siblings ended up taking care of the little ones; aunts were like second mothers and neighbors became family.

When I was about to give birth to my second baby, my sister had just had her baby girl back in Colombia. Once, she called me crying because her maternity leave was almost over. My parents live close to her, so that was a bonus. Hiring a nanny back there is more affordable. But even seeing the positive aspects of it, I wished I could have been there for her, to be each other's village.

The younger me didn't realize that when I took a plane to leave my country in search of new experiences 19 years ago, I was giving up the chance to have my loved ones close by when I became a mother. And when I say close by, I mean as in no planes involved.

It hasn't been easy, but after two kids and plenty of mommy and me classes and random conversations that became true connections, I can say I have a mini-village, a small collection of solitudes coming together to lean on each other. But for some reason, it doesn't truly feel like one of those described in the old books where women gathered to knit while breastfeeding and all the children become like siblings.

Life gets in the way, and everyone gets sucked into their own worlds. In the absence of a true village, we feel the pressure to be and do everything that once was done by a group of people. We often lose perspective of priorities because we are taking care of everything at the same time. Starting to feel sick causes anxiety and even fear because it means so many things need to happen in order for mom—especially if single—to lay down and recover while the children are taken care of. And when the children get sick, that could mean losing money for a working mother or father, because the truth is that most corporations are not designed to nurture families.

In the absence of that model of a village I long for, we tend to rely on social media to have a sense of community and feel supported. We may feel that since we are capable of doing so much—working and stay at home moms equally—perhaps we don't need help. Or quite the opposite: mom guilt kicks in and feelings of not being enough torment our night sleep. Depression and anxiety can enter the picture and just thinking about the amount of energy and time that takes to create true connections, we may often curl up in our little cocoon with our children and partners—if they are present—when they come home.

Now what? was my thought this week while driving back and forth to the pediatrician with my sick son. I can't get the virus, I have to be strong, my daughter can't get ill, my husband needs to be healthy for his work trip next week, we all need to be well for my son's fifth birthday. And so, it goes on. I texted one of my mom friends just to rant. She rants back because her son is also sick. She sent me a heart and an "I'm here if you need to talk."

I am grateful to have talked to her at that random postpartum circle when I first became a mother. She's a Latina immigrant like me and feels exactly like me. I will do it more, get out of my comfort zone and have—sometimes—awkward conversations so I can keep growing my own little village.

It may not look like the one I'd imagined, but still may allow me to be vulnerable even through a text message.

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Halloween is around the corner, but if you are like me you are still trying to figure out what to dress your family (especially the little ones), so here are some cute ideas inspired by famous characters. There's something for everyone—from cartoon lovers to ideas for the entire family!

Here are some adorable character costumes for your family:

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