The basics:

• Baby Dove, Peanut launch Nested to support first-time parents
• Digital hub offers expert content, doula directory, peer forums
• 69% of Gen Z, millennial moms feel unprepared for parenthood
• Partnership aims to reflect real experiences of modern motherhood

Hoboken-based Unilever USA‘s Baby Dove skincare brand is launching a platform designed to help first-time parents feel more confident before their baby arrives.

Developed in partnership with Peanut, a leading community app for mothers, Nested is a new digital hub that features:

• A collection of resources, such as a doula directory and research-backed articles
• A community chat forum to help parents connect and relate to one another

Nested also provides information on Baby Dove’s dermatologist-tested and pediatrician-recommended lineup of essentials for newborns.

It takes a [virtual] village

According to a recent survey commissioned by Baby Dove, 69% of Generation Z and millennial mothers said they didn’t feel prepared for the arrival of their first-born child. And, 60% said that hearing honest experiences from peers could have helped, but that they lacked a circle of fellow moms they can rely on.

For Black moms, the gap is even wider. Forty-two percent say they don’t receive enough support during pregnancy and childbirth, compared with 25% of moms overall, according to Baby Dove.

Since 51% of new moms said they turn to social media or online communities for advice more than their own families during pregnancy, Baby Dove believes Peanut is the ideal partner “to meet modern families where they live – online.”

Kathryn Holl Fernandez, head of Dove U.S. skin cleansing & brand purpose, shared, “Baby Dove believes every mom deserves to feel supported and understood. Today’s image of motherhood often celebrates the ‘supermom’ who can do it all, but, in reality, this expectation can leave parents feeling isolated or even like they’re falling short to meet that societal pressure of perfection.”

Today’s image of motherhood often celebrates the ‘supermom’ who can do it all, but, in reality, this expectation can leave parents feeling isolated or even like they’re falling short to meet that societal pressure of perfection.
– Kathryn Holl Fernandez, Dove U.S.

“The Nested platform was created to go beyond the superior care we deliver for both mom and baby. Through our nourishing products and this unique digital village built on real research, experiences, honest conversation, and thoughtfully curated recommendations, we’re proud to help make early parenthood decisions a little easier,” she said.

Real experiences

Michelle Kennedy, CEO and founder of Peanut, added, “At Peanut, the belief that no one should navigate motherhood alone is at the heart of everything we do, and Nested is a powerful extension of that mission. In partnership with Baby Dove, we’re expanding our digital village to meet parents where they are, offering the support, community, and expert care they deserve. Together, we’re reflecting the real experiences of modern parenthood and ensuring every mom feels seen, supported and empowered from the very start.”

To further the conversation, Baby Dove and Peanut have teamed up with Danielle Cadet, an award-winning media executive, journalist and mother of two.

Cadet said she is spotlighting the campaign on her new podcast, Pregnant Pause, as a way to “bring more visibility to the care, village support and connection that all moms deserve.”

“Community is essential in motherhood. I know that all too well as a mother. And as a storyteller I know how powerful it is to see your experience reflected back to you,” she said.