This Mother’s Day, Well People, a brand from e.l.f. Beauty, is honoring new and expecting moms with the launch of a social media campaign spotlighting its “Pregnancy-Friendly” designation across the entire Well People product lineup. Well People has created beauty routines that are supportive and celebratory of moms during one of life’s most transformational moments.

The “Pregnancy-Friendly” designation complements the recent achievement of establishing Well People as the color cosmetics brand with the most EWG Verified ® products in the industry. With over 100 products meeting these high standards of “clean” beauty, Well People continues to set the standard. The EWG Verified ® mark means the products do not contain any ingredients on EWG’s list of “unacceptable” ingredients with health, ecotoxicity and/or contamination concerns.

Pregnancy is a time of change — not just physically, but emotionally and mentally. With so many decisions to make, Well People is helping lighten the load with thoughtful, effective and easy-to-understand beauty and skincare that’s pregnancy friendly. The brand knows it isn’t just about what’s intentionally left out–it’s also about what’s thoughtfully included. The brand helps eliminates the guesswork during this time of change with formulas free from phthalates, parabens, oxybenzone, phenols, retinoids and more.

“Motherhood is powerful–and so is knowledge,” said Dr. Renée Snyder, Well People co-founder and board-certified dermatologist. “Our pregnancy-friendly claim empowers expecting moms to feel confident that they’re caring for their skin with plant-powered and effective products during such a pivotal stage in life.”

The brand’s Mother’s Day campaign is part of a broader, always-on approach that continues to highlight beauty routines with expecting mothers in mind. The campaign will also feature real stories from new and expecting mothers across owned social channels. In addition, thoughtful bundles like the “Glowing Mama Makeup Set” and “Nurtured Skincare Set” feature hero products like the Fresh Dew Gel-Cream Moisturizer and Juice Cleanse Soothing Aloe Face Cleanser–ideal for expecting mom self-care rituals.

We recommend always checking with a doctor before using any products while pregnant or breastfeeding.