These Aren't Regular Pregnancy Products—They're Cool Pregnancy Products

Up until now, if you panned the prenatal wellness and beauty products in a drugstore, they were all utterly clinical: bottles of stretch mark cream, tins of nipple balm, containers of prenatal vitamins. The bland packaging made it almost shameful, like being pregnant is a condition and these products would help you "treat" it. But just as companies are lifting the lid on women's reproductive health and formulating beautiful products that empower women, thus recontextualizing the conversation on feminine care, the maternity space has gotten a major face-lift as well. Brands like Hatch Mama are creating chicly packaged products with all of the good-for-you, pregnancy-safe formulas women need while their bodies enter the most beautiful transitional period. Take a look at our favorite products below.