about the brand

Pregnancy changes your body. New Form is skincare built for that transformation.

We've done the research so you don't have to. Our team has consulted with experts and listened to real mamas to create simple, effective skincare specifically formulated for pregnancy and postpartum. Each product is multifunctional, tested for safety, and designed to work with your changing skin - because your body deserves skincare that actually understands what it's going through.

We're here to make pregnancy skincare less complicated. You've got enough to think about.

Check out our products

our story

It all started with a positive pregnancy test—and a completely overwhelming trip down the skincare aisle.

When our founders became pregnant, they expected the glow. Instead, they got the breakouts, the melasma, and an information overload. Suddenly, their everyday skincare routines felt like a minefield of hidden chemicals, confusing ingredient lists, and conflicting advice. They searched for a dedicated, transparent brand that they could completely trust to protect both their skin and their growing babies.

They found a massive gap in the market. So, they decided to build the solution.

New Form was born out of the belief that caring for your skin during pregnancy shouldn't require a biochemistry degree or hours of stressful Googling. We created the skincare we wished existed when we needed it most—so you have one less thing to worry about when you already have the world on your mind.

our philosophy

Pregnancy and postpartum shouldn't mean compromising on results or constantly second-guessing your safety. Our formulation philosophy is built on three strict pillars:

  • Uncompromising Safety

    Every single ingredient is rigorously vetted to be 100% pregnancy and postpartum safe. We are proudly vegan and entirely free of fragrances, parabens, and harsh synthetic chemicals.

  • Stress-Free Simplicity

    We don't believe in 10-step routines. We focus on straightforward, multifunctional formulas that target multiple concerns at once, saving you time, money, and mental energy.

  • Professional Trust

    We don’t just claim to be safe; we prove it. Our products are dermatologist-tested and OBGYN-approved, grounding our clean ingredients in clinical reassurance.

our values

At New Form, these five core values guide every product we make and every conversation we have with our community:

  • Pregnancy Safe

    Your peace of mind is our non-negotiable standard. If an ingredient raises even a shadow of a doubt, it stays out.

  • Simplicity

    Motherhood is complex. Your skincare shouldn't be. We keep our routines intuitive, effective, and easy to navigate.

  • Transparency

    No hidden ingredients, no confusing marketing jargon. We share exactly what goes into our bottles and why.

  • Care

    We treat your skin (and your journey) with the deep empathy, warmth, and the respect it deserves.

  • Community

    We are more than a skincare line. We are a space for mothers and mothers-to-be to share, learn, and feel supported through every stage.

our founders

We are two Swiss-Canadian sisters and (soon to be second-time) moms who love skincare and self-care. When we became pregnant, we searched for pregnancy-safe skincare and were surprised to find few options beyond stretch mark creams. Frustrated by the lack of safe and simple but effective facial care, we set out to create the brand we couldn’t find—one that gives moms peace of mind and a small moment of self-care during a demanding, emotional time. As moms, we understand the exhaustion. As founders, we’re building a brand rooted in safety, simplicity, and empathy for the motherhood experience.

contact us

We'd love to hear from you. Whether you have a question about our pregnancy-safe facial skincare, want to discuss a product, or just want to say hello, we're happy to chat.

We're a small, growing brand, so when you reach out, you're talking to people who genuinely care about getting it right — not a faceless support queue. Order questions, product recommendations, or feedback — all of it is welcome.

Fill out the form below and we'll be in touch soon.