Anne Hathaway and her bump have been busy this year. From The Devil Wears Prada 2 to the recent Verity press tours, Hathaway has well and truly earned some time away from the spotlight.
But before she signed off with that iconic video, Hathaway revealed a little more about her pregnancy skincare routine—and we were particularly intrigued to see a local brand in the mix.
“I have a three-step bump routine. It’s an oil by Pure Mama and that seems to have been a gamechanger,” Hathaway said in a recent interview.
The product in question? Pure Mama’s Belly & Body Oil, which, somewhat surprisingly, is still in stock. Following Hathaway’s mention, searches for the product reportedly jumped by 650 per cent.
Pure Mama founder Lara Henderson says she had no idea Hathaway was using the product, making the organic shout-out all the more unexpected.
“We had no idea Anne had received our product, let alone that she was using it,” Henderson said.
Hathaway’s pregnancy routine featuring the New Zealand-founded brand feels like a particularly lovely win for local beauty entrepreneurs.
Henderson founded Pure Mama following her own pregnancy experience, after recognising the need for high-performing skincare designed to support the changing needs of pregnancy and motherhood.
The range is formulated with high-quality, natural ingredients and developed in collaboration with women’s health experts, while also being informed by feedback from real mothers using the products.
As for the product Hathaway swears by in her pregnancy routine, Pure Mama’s Belly & Body Oil is an antioxidant-rich body oil designed to nourish the skin and support its elasticity during pregnancy.
It has subtle notes of coconut, almond and caramel, while remaining free from essential oils—an intentional choice, as it’s best to avoid them during pregnancy.
To use, apply the luxurious oil generously across the belly, as well as areas such as the breasts and hips, or anywhere else that could use a little extra hydration. The nourishing formula absorbs into the skin in around three to four minutes, so you can get dressed as usual without too much waiting around.
The brand recommends using two to three bottles of Belly & Body Oil throughout pregnancy, so if you or someone you love is currently expecting—or trying to fall pregnant—consider this your sign to get in early.
Our Other Pure Mama Pregnancy Picks:
PURE MAMA
Birth & Postpartum Recovery Kit
PURE MAMA
Nipple Butter
PURE MAMA
Belly Hydration Mask
PURE MAMA
Magnesium Body Rub
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