Blood, Sweat, Tears, Baby: 95% of mothers say nobody prepared them for postpartum

Baby arrives. The messages flood in. The visitors knock. Everyone wants to know how the baby is sleeping, feeding, and doing. But who's asking about mum?

Peachies, the award-winning British nappy brand, announces the launch of Blood, Sweat, Tears, Baby — a bold, unfiltered campaign that centres the reality of life with a newborn to mark the release of its first Size 00 (suitable for babies 2-4kg) nappy.

In new research conducted by Peachies, 6 in 10 mothers said the people around them were more focused on the baby than on how they were doing. Blood, Sweat, Tears, Baby is Peachies' campaign for the unfiltered reality of new parenthood — the leaks, the stitches, the rewired brain, the 3am search history that reads "is this normal?". The skin-to-skin moments, running on lukewarm coffee, and the realisation that the antenatal class prep didn't go deep enough. It is a campaign that looks the new parent directly in the eye and says: we see you. Not just the baby.

The campaign is backed by proprietary research that reveals the scale of the postpartum gap in the UK.

Only 1 in 20 mothers felt fully prepared for the physical reality of postpartum recovery — meaning 95% entered one of the most demanding experiences of their lives without knowing what was coming. 

57% said emotional overwhelm was their defining postpartum experience — above sleep deprivation, above stitches, above any physical symptom. 

Almost half experienced an identity shift that no one warned them about. Not a single mother described the early days as easy. When asked what would have helped most, the number one answer wasn't visitors, flowers or baby gifts. It was practical help: meals, cleaning, someone doing the laundry without being asked. 46% needed emotional reassurance that what they were feeling was normal. When asked what they wished someone had said, mothers answered: "You're not mentally ill. This is normal." "Go to sleep. I've got this." "It's ok not to have an overwhelming love for your baby from day one."

Size 00 has been designed for the newborn stage with the same philosophy that has made Peachies a cult favourite with over 50,000 families across the UK:

 cashmere-like softness for the most sensitive and delicate skin, premium absorbency, and parent-first design. Because the earliest days of parenthood deserve the same consideration as every day that follows, Peachies has included in the newborn nappy new features to support the nuances of newborn life: overlapping sticky tabs, an umbilical cord cut-out, and a higher back to catch all the mess.

"We're launching Blood, Sweat, Tears, Baby days after the birth of my second child. I'm living the campaign," said Morgan Mixon, co-founder of Peachies. "Postpartum is a full-contact sport — the sweating, the fatigue, the emotions, the team dynamics and the sore everything. You're feeling bright and confident, then you’re crying uncontrollably and unexpectedly over the spilt breast milk you were storing up all day. Not one mother in 100 described the early days as easy. Not one. We see that. And we're here for it all, not just as a brand but as a community of nappy wranglers."

Co-founder Rima Suppan added: "When we launched Peachies, we wanted to redefine what a nappy brand could be — not just in product performance, but in how it represents the experience of parents. 95% of mothers say they weren't prepared for postpartum recovery. The category has been silent on this for too long — Peachies won't be. We design with parents as our protagonists — whether you're at Day 00, potty training, or somewhere in between."