Mama’s Choice is a Southeast Asian maternal and baby care brand that develops personal care products specifically for pregnancy, postpartum recovery, breastfeeding, and infant care. The brand is positioned around the idea of providing products that are safe, naturally derived, and clinically tested for mothers and babies, while maintaining ingredient transparency and affordability. It operates under Mama C Global Pte. Ltd., a Singapore-registered company that is part of the The Parentinc ecosystem, one of Southeast Asia’s largest parenting media and commerce groups. [1]

Mama’s Choice was established to address a common concern among expecting and new mothers in Southeast Asia: the lack of affordable personal care products specifically formulated for pregnancy and breastfeeding.

According to the company, the brand’s development involved research with more than 13,000 mothers through surveys, focus groups, and home testing to understand maternal skincare and healthcare needs. This research influenced the formulation and product selection for the brand. [1]

The company later expanded from its original market into several Southeast Asian countries, including:

• Indonesia
• Singapore
• Malaysia
• Thailand
• Philippines

Mama’s Choice states that its mission is to:

Provide mothers with peace of mind by offering safe, effective, and accessible personal care products throughout pregnancy and early motherhood.

The company emphasizes that products should be:

• Safe
• Transparent
• Affordable
• Effective
• Developed specifically for pregnancy and postpartum use [1]

Mama’s Choice is built around four core principles:

Safety First

Products are formulated to minimize exposure to ingredients commonly avoided during pregnancy.

The company states it excludes ingredients such as:

• Parabens
• Triclosan
• Phthalates
• Alcohol (in applicable formulations)
• Fluoride (for oral care products)
• Sodium Lauryl Sulfate (SLS) [1]

Ingredient Transparency

The brand publishes ingredient lists and explains the purpose of many ingredients used in its formulations.

Naturally Derived Ingredients

Many products use plant-based ingredients such as:

• Aloe vera
• Centella asiatica
• Rice extract
• Shea butter
• Coconut-derived ingredients

(The exact ingredients vary by product.)

Accessibility

Mama’s Choice positions itself as a premium-but-affordable alternative to imported maternity care brands.

Pregnancy Care

Products designed for use during pregnancy include:

• Stretch mark creams
• Stretch mark serums
• Belly oils
• Moisturizers
• Body lotions

These products aim to improve skin hydration and elasticity during pregnancy.

Breastfeeding Care

Products include:

• Food-grade nipple cream
• Breast care products
• Nursing skincare

The nipple cream is marketed as safe for use before breastfeeding without requiring removal prior to feeding, according to the brand’s directions. [1]

Postpartum Care

Products focus on skin recovery after childbirth, including moisturizers and treatments intended to support skin hydration and appearance.

Facial Care

Mama’s Choice also offers skincare products formulated with pregnancy compatibility in mind, such as:

• Facial cleansers
• Face moisturizers
• Sunscreens
• Acne care products

Oral Care

Products include:

• Natural mouthwash
• Toothpaste

These products are formulated without fluoride in certain markets, according to the brand’s product philosophy. [1]

Baby Care

The brand also sells selected baby products including:

• Baby lotions
• Baby shampoos
• Baby body wash

Availability varies by country.

Mama’s Choice states that its products undergo:

• Dermatological testing
• Hypoallergenic testing
• Independent laboratory testing (including tests for heavy metals and microbial contamination)
• Regulatory compliance for the markets where they are sold

The company also notes that many products are certified halal in Indonesia. [1]

Mama’s Choice has a strong presence across Southeast Asia, particularly in:

• Indonesia
• Philippines
• Malaysia
• Singapore
• Thailand

Products are distributed through:

• Official online stores
• E-commerce platforms
• Pharmacies
• Baby specialty retailers
• Supermarkets (in selected markets)

Mama’s Choice is owned by Mama C Global Pte. Ltd., which is part of The Parentinc, a Singapore-based parenting technology and media company.

The Parentinc also operates parenting platforms such as:

• theAsianparent
• Webtretho
• Motherswork

These platforms provide parenting content, communities, and e-commerce services across Southeast Asia. [1]

Key executives mentioned by the company include:

• Roshni Mahtani Cheung – Group CEO of The Parentinc
• Team Pramkaew – CEO, International Markets (Thailand, Singapore, Malaysia, Philippines)
• Kunal Singla – Chief Growth Officer [1]

According to the company, Mama’s Choice products are:

• Clinically tested
• Dermatologically tested
• Hypoallergenic
• Manufactured under quality control standards
• Compliant with applicable food and drug regulations in their respective markets [1]

Mama’s Choice positions itself as a specialized maternal care brand rather than a general cosmetics company. Its marketing focuses on:

• Pregnancy-safe formulations
• Clean ingredient selection
• Scientific testing
• Natural ingredients
• Affordable pricing for Southeast Asian consumers

The brand has grown significantly through digital commerce and parenting communities in Southeast Asia, supported by The Parentinc’s network of parenting platforms. It has become one of the more recognizable pregnancy-focused personal care brands in markets such as Indonesia and the Philippines. [1]

Mama’s Choice is a Singapore-based maternal and baby care brand focused on pregnancy, postpartum, and infant personal care. Backed by The Parentinc, it serves multiple Southeast Asian markets with products emphasizing safety, ingredient transparency, and affordability. Its portfolio includes stretch mark care, nipple creams, facial skincare, oral care, and baby products, with formulations designed specifically for mothers and babies and supported by clinical and dermatological testing. [1]

1. Terms & Conditions – Mama’s Choice Philippines