Backed by new research, Nested delivers expert guidance, real community, and trusted skincare from Baby Dove-giving Gen-Z and Millennial parents tools to feel prepared for baby, at a time when nearly 70% say they don't.
Today, Baby Dove announces the launch of Nested, a new digital hub created in partnership with Peanut, the leading community app for moms. Informed by the rising “nesting” trend, where expecting moms prepare a safe, comforting space before baby, Nested is an innovative initiative that brings expert care, emotional connection, and the trusted, superior care legacy from Dove to new parents navigating the realities of modern motherhood-just in time for peak birth season and ahead of National Breastfeeding Awareness Month this Fall.
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Built on the Dove legacy of trust, superior care, Baby Dove goes a step beyond with products specially designed for babies' delicate skin – dermatologist-tested, pediatrician recommended, and crafted to gently cleanse, moisturize, and protect. Baby Dove is more than just exceptional care; it's a brand driven by purpose. With Nested, Baby is redefining what support for new parents looks like today. A recent Baby Dove-commissioned survey revealed that 69% of Gen-Z and Millennial first-time moms don't feel prepared for motherhood1. Even more revealing, 60% of moms say that hearing honest experiences from other moms would help, yet half lack a circle of fellow moms they can rely on2. For Black moms, the gap is even wider: 42% say they don't receive enough support during pregnancy and childbirth, compared to 25% of moms overall3. Baby Dove is committed to changing that – raising the bar not just in baby care, but in the care of parents, too.
“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,” said Kathryn Holl Fernandez, Head of Dove US Skin Cleansing & Brand Purpose. “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.”
Research also found that 51% of first-time moms turn to social media or online communities for advice more than their own families during pregnancy4 – making Peanut, a coveted space for all stages of parenthood, the ideal partner for Baby Dove to meet modern families where they live, online.
“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,” shares Michelle Kennedy, CEO and Founder of Peanut.
Anchored in compelling insights from the survey, Peanut's dynamic app, and the ongoing commitment to maternal care equity from Baby Dove, the Nested hub offers:
— A welcoming space for moms, dads,besties, and chosen family to connect; guided by research insights that show what new parents are seeking
— A dermatologist-tested and pediatrician-recommended lineup of Baby Dove essentials designed to gently nourish and protect baby's delicate skin, including product collections: Rich Moisture for dryness, Calming Moisture for nighttime routines, Melanin-Rich Skin Nourishment, and Eczema Care for sensitive, eczema-prone skin
— A curated collection of resources such as aDoula Directory and research-backed articles
— A community chat forum for real talk among like-minded peers, providing parents with a virtual village of people they can relate to and trust while being reminded they're not alone
To further the conversation, award-winning media executive, journalist, and mother of two Danielle Cadet will spotlight the campaign in a special episode of her new podcast, Pregnant Pause – which debuted its first episode yesterday, July 23rd featuring Oscar-nominated actress Danielle Brooks. As part of the Baby Dove x Peanut Nested launch, Cadet will interview Nicole Deggins, certified nurse midwife, birth advocate, doula trainer, and Baby Dove partner, for a powerful dialogue on the reality of motherhood today, the resurgence of community-based care, and what it means to build a village in a digital age.
“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. I'm honored to be part of this campaign and bring more visibility to the care, village support, and connection that all moms deserve,” said Cadet.
With Nested, Baby Dove continues its mission to support every kind of family-not just with product, but with purpose. To learn more about the platform or join the Nested hub for support, visit https://www.peanut-app.io/nested and stay tuned for the Pregnant Pause Nested episode, scheduled to premiere on September 3, available for listening across all podcast streaming platforms and video viewing on xoNecole YouTube channel.
About Baby Dove
Baby Dove was created to help first-time parents feel confident in caring for their babies. Rooted in Dove's 60-year heritage of skincare, Baby Dove brings trusted, expert care to the most delicate skin-baby skin. Every product is thoughtfully developed with nourishing ingredients and gentle formulas, with care at the heart of everything we do. Baby Dove is available nationwide in-store & online at mass, food, and drug, retail stores.
About Peanut
Peanut is the first online community to connect women throughout all stages of motherhood. Whether you're navigating menopause, motherhood, pregnancy or are trying to conceive, the app provides access to a community who are there to listen, share information and offer valuable advice. To learn more about Peanut's community, please visit: www.peanut-app.io. With recent accolades including Fast Company's Most Innovative Companies 2023, TIME100's Most Influential Companies of 2022 and Apple's Trend of the Year 2021, Peanut has become a coveted destination for women looking to connect, ask questions and find support.
About Danielle Cadet
Danielle Cadet is an award-winning editor, media executive, host and producer. For over a decade, she has served multicultural audiences and developed an expertise in print and digital media at outlets like ESPN, Refinery29, ESSENCE, Netflix and more. She's also a mom of two who writes about motherhood, marriage, and media on her Substack, Cadet About It. Her new podcast, Pregnant Pause, a weekly show for Black women at the intersection of ambition and motherhood, launched Wednesday, July 23.
1 Baby Dove/Wakefield Research, 20252 Baby Dove/Wakefield Research, 20253 Baby Dove/Wakefield Research, 20254 Baby Dove/Wakefield Research, 2025
Media Contact:Susana PastranaSusana.Pastrana@edelman.com
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SOURCE Baby Dove
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