OAKLAND, Calif., [May 9, 2025] – This Mother’s Day, Well People, a brand from e.l.f. Beauty (NYSE: ELF), 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 is proud to be creating 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 Daygleamer Mineral Sunscreen Serum and Lush Lip Tinted Oil—ideal for expecting mom self-care rituals.
To further amplify this moment and Well People’s commitment, the brand will be donating $10,000 to Every Mother Counts, an organization that works to ensure that the maternal health journey before, during, and after childbirth is safe, respectful, and equitable for everyone, everywhere.
To discover all our “Pregnancy-Friendly” products and explore curated gift sets for Mother’s Day, visit www.wellpeople.com.
We recommend always checking with a doctor before using any products while pregnant or breastfeeding.
About Well People:
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. Well People is a clean beauty pioneer leading the way with high-performing, plant-powered formulas. The brand has the most Environmental Working Group (EWG) Verified® color cosmetic products of any beauty brand and is committed to be free from sulfates and synthetic fillers. We are Well People clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at https://www.wellpeople.com/.