#SecretLifeOfMums is a tongue-in-cheek look at the less salubrious side of pregnancy and parenthood that no one seems to want to talk about. It aims to offer a newfound freedom for mums to be really honest about pregnancy and motherhood.

Created by Baby Buddy’s creator, Best Beginnings, and a volunteer group of talented creatives, #SecretLifeOfMums encourages mums to tell it like it is - just like the parents featured in our multi-award winning, free Baby Buddy app.


Gossip mags, Instagram, and celebrity photoshoots can leave new mothers and mothers-to-be feeling a little isolated – as though they are the only people suffering from nausea or exhaustion or feeling drab and worried that they might not cope.

#SecretLifeOfMums says you’re not alone - we are all perfectly imperfect. The campaign encourages mums to come together and share their stories with one another and thus remove the pressure to be ‘perfect’.

Perfectionism is highlighted in Girlguiding UK’s Girls’ Attitude Survey 2016. The need to be perfect was felt by 61% of 17 to 21 year olds, and almost 40 % of girls aged 11 to 21 years. Perfectionism has been linked with depression and anxiety and can have a significant impact on a mother’s health, both mentally and physically.

Get Involved

Join the #SecretLifeOfMums movement and celebrate the imperfections of motherhood! Together, let’s remove the pressure of being ‘perfect’.

Share your own story about motherhood and include #SecretLifeOfMums - from the ‘joys’ of bloating and stretch marks to spit up and poo nappies.