Postpartum Care Is Finally Being Seen And Viva La Vulva Has Been Leading From The Start

Postpartum care is finally trending.
Google searches for postpartum recovery have jumped 41%, and global conversations about what happens after birth are rapidly growing. And now, one of the biggest names in forecasting global trends, WGSN has officially named postpartum recovery as a category to watch.

And here’s the part that still blows our minds…
Viva La Vulva is featured in that report.

For a little New Zealand brand built from the ground up, seeing our name inside the world’s leading trend-forecasting platform is huge. But this moment isn’t about hype. It’s about recognition for something we’ve been saying and building since day one:

Postpartum recovery isn’t a luxury. It’s a necessity.

What Is WGSN And Why Does This Matter?

If you’re not familiar with WGSN, here’s the quick version:

WGSN is the global authority on what’s next, from fashion and beauty to wellness and cultural behaviour.
They’re the people major retailers, trend agencies, and brands around the world rely on to understand emerging movements.

So when WGSN indicates that postpartum recovery is an upcoming global category - and includes Viva La Vulva in that conversation, it signals something powerful:

Postpartum care is shifting from an afterthought to an essential.
The world is finally catching up.
What we’ve built here in Aotearoa is also leading the way internationally.

This kind of recognition gives huge credibility within the industry, especially for professionals, stockists, and health providers who are increasingly looking for evidence-based, community-backed postpartum solutions.

We Were Here Before Postpartum Care Was Even Considered a Category

When we started Viva La Vulva, postpartum care was… honestly?
Not really a “thing” in New Zealand.

You couldn’t walk into a chemist's and find products designed for healing after birth.
Hospitals didn’t offer dedicated recovery support.
And most mums were handed whispered advice about frozen peas and a pump bottle.

There was no category. No aisle. No conversation.

So we built what didn’t exist.
We created products specifically for postpartum recovery.
We started breaking taboos and talking openly and honestly about what mothers actually go through. We helped shift the narrative from “just get through it” to “you deserve support.”

And mothers responded. The community grew. Midwives, physios, educators, doulas, and professionals joined the conversation. Retailers began to listen. And slowly, postpartum care in NZ went from invisible to essential.

The Stats Back It Up: Postpartum Is Becoming a Global Movement

According to global trend data:

• Searches for postpartum recovery are up 41%.
  

• Interest in postpartum essentials, healing products, and postpartum preparation has surged.
  

• More parents are preparing for recovery before birth — a huge cultural shift from even five years ago.
  
  

This isn’t a spike or a fad.
This is behaviour change.
This is a movement.

And WGSN’s recognition confirms what we’ve always known:
Postpartum care is becoming central to modern birth preparation.
 Not an afterthought, not a whisper - a necessity.

Being Industry Leaders in Aotearoa - And Disruptors Worldwide

Being a disruptor in an existing industry is one thing.
But being a disruptor in an industry that didn’t even exist yet?

That’s something else entirely.

Viva La Vulva didn’t enter a category; we helped create it in New Zealand.

And now, seeing our brand recognised on a global stage solidifies our position as:

• Category leaders
• Industry pioneers
• Community-led disruptors

A trusted postpartum brand in Aotearoa and beyond

For potential stockists, health professionals, and partners, this WGSN feature reinforces that Viva La Vulva isn’t just a local favourite; we’re at the forefront of a global shift in how postpartum recovery is supported.

But Most Importantly, This Moment Belongs to Our Community

We say this often, but it’s never been truer:

We would not be here without our community.

Every mum who prepares for postpartum.
Every midwife who recommended our products.
Every retailer who partnered with us.
Every birth worker who amplified the conversation.
Every person who helped normalise postpartum recovery.

You built this with us.
You’re the reason postpartum care is finally getting the recognition it deserves.

Postpartum Isn’t a Trend, It’s a Movement

And we’re proud, so proud, to be part of leading that movement from right here in Aotearoa.

This WGSN moment isn’t the peak.
It’s the beginning of the next chapter.

A world where postpartum recovery is respected.
A world where mums are supported.
A world where no one has to heal alone or figure it out with frozen peas and whispered tips.

Postpartum care is essential.
It’s powerful.
It’s global.
And it’s only getting stronger.

LOVE VLV X