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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
This month, MUTHATM – the skincare and wellness brand beloved by women for its efficacious formulas and empowered messaging – launched two products to repair and rejuvenate the look of skin’s vitality. The MUTHATM Rebirth Collection, composed of a Vernix Mask and Amniotic Toner, is teaming with postbiotics and plant-based, bio-fermented actives. Together, these clinically-proven formulas are designed to restore your skin to its baby-soft best.
‘Inspired by the skin you were born with,’ MUTHATM's newest products make perfect sense for the brand. Founded by Hope Dworaczyk Smith, MUTHATM focuses on clean, quality, custom-crafted formulas that are tested by scientists and dermatologists for efficacy. And the results speak for themselves. We had the opportunity to connect with Hope and learn a bit more about the brand our editors rave about.
I’d love to kick things off by learning more about your story. Did you have an ‘aha’ moment where you knew you had to create MUTHATM?
HS: “My ‘aha” moment for MUTHATM came when I was pregnant with my first son. I have stretch marks from puberty so I knew I had to be diligent with my body care routine during my pregnancy. When I started looking for a product that was safe and effective, I couldn’t find a formula that I loved and that was safe for my child.
I wanted something clean and potent, so I used the knowledge I had as an esthetician and started creating different formulas. My kitchen became a science lab of raw ingredients – and MUTHATM’s first product, Body Butter, was born! I used Body Butter during both of my pregnancies and it helped minimize existing stretch marks and I didn’t get any new ones.”
I know some of your products are geared towards expecting and new moms, but many are designed for all women. With that being said, can you tell me more about the name MUTHATM, which I assume is a play on ‘mother’?
HS: “When a child is born, so is a mother. The name MUTHATM was inspired by my own experience becoming a Mother. There is something that happens to your brain that makes you selfless and puts that life before your own for the rest of your time here. Most mothers struggle to find the time and space to take care of their bodies and take a (much needed) minute for themselves. It is so important to develop daily rituals for wellness and self-care. That’s why MUTHATM is here– to care for you like your own mother would.”
I recently spoke with a skincare product formulator, and she explained that many large brands end up designing their products to hit a very specific price point and compromise efficacy and ingredient quality in the process. With that in mind, I’m curious – what does your formulation process look like?
HS: “At MUTHATM, product efficacy, quality, and safety is our top priority when it comes to development standards. Since the first product, we have always formulated our dream product before considering cost.”
At The Quality Edit, we talk about quality pretty obsessively. What does quality mean to you – and do you have any non-negotiables when it comes to creating a quality product?
HS: “We have high expectations when it comes to our formulation and production standards. 100% of our formulas are custom crafted and go through extensive product safety testing and assessment including being tested by dermatologists.
Our product development team works closely and collaboratively with our chemist and regulatory partners to ensure our carefully curated ingredients are safe and meet the highest-standards when it comes to sourcing and efficacy.”
It seems that philanthropy is very closely tied into the brand. What organizations has MUTHATM supported since its inception, and how did you choose them?
HS: “I had two home births with a midwife and when I learned of the risks associated with becoming a mother, I decided to focus on improving women’s health. The thought that a woman may die during childbirth because she doesn’t have access to safe healthcare broke my heart. I knew we had to act.
I have been a longtime champion of the nonprofit humanitarian organization International Medical Corps through personal projects so I knew they could be a trusted partner for MUTHATM’s contribution. MUTHATM donates 5% of sales on full-priced items sold on https://mutha.com/ to International Medical Corps to help educate nurses and midwives in places where maternal mortality rates during childbirth are the highest.”
As a founder, how do you take care of yourself? What does your routine look like?
HS: “My routine starts early, before my kids wake up. I use my mornings to focus on setting my intentions for the day – I meditate, do my skin care routine, and try to get in a workout. I love to do a cold plunge a few times a week and then sit in my sauna.”
What five products are you loving right now (skincare and beyond, we’re not picky!)?
HS: “MUTHATM’s Cell Rejuvenating Essence, No. 1 Serum and Body Butter are constants in my daily routine. To stay on the topic of wellness and self-care, I’ve also been loving NMN by Cymbiotika and I listen to the SuperHuman app while I drive.”
Shop Hope’s most-loved products (and MUTHATM’s newest launches) below. Treat yourself (and, perhaps your mother this Mother’s Day) to a little R+R. Plus, Keep up with all things Hope on Facebook, Instagram, YouTube, Pinterest, and Twitter.