Toyah Diebel, founder of milf Cosmetics, became a mother in 2019. In the media & on the road as @toyahgurl, the 31-year-old is known not only as an author and podcaster, but also for her commitment to empowerment and children’s rights. When she was suddenly confronted with new, inner and outer changes herself, Toyah wanted to sweeten her pregnancy with beautiful care products. But she couldn’t find the right ones, ones she could relate to – there was hardly any choice or variety in the cosmetics industry suited for pregnancy, just loveless plastic tubes with kitschy descriptions. And because she wanted to created something especially for those who experienced the divine process of pregnancy, milf Cosmetics was born ♡

What is the essence of milf Cosmetics?

We offer high-quality, minimalist care products for mothers – before and after birth. In doing so, we not only clear up false claims, but also childish designs and above all: outdated images of women. milf Cosmetics stands for a new generation of mothers who want to remain one thing, especially because of the new, physical changes they experience: woman.

Why was it important to you to start milf Cosmetics?

In my first pregnancy, I searched in vain for care products that appealed to me. I was also surprised how taboo and frowned upon the physical changes after such a pregnancy are treated. It quickly became clear: I want to change that.

What was the most difficult part for you in starting your own natural cosmetics brand?

It’s crazy how much bureaucracy is involved in setting up a company like this. I may be creative and assertive, but you quickly reach your limits with certifications and any financial issues. And, of course, there were constantly people and institutions that were of the opinion: it all doesn’t work out that way, anyway. But well, it does.

What advice do you have for pregnant and/or breastfeeding women?

Don’t let yourself be unsettled by the environment under any circumstances, be it the beauty industry, your circle of friends, or even family. Every woman needs a different amount of time to get used to her new body and new life, and that’s perfectly fine. You don’t have to feel super beautiful, fit or “ready to be a mom” right away.

Which product do you use all the time? Or do you have a favorite product?

The Nipple Stick is for sure my favorite – I think I’ve already used it on every body part. If I’m not pregnant or breastfeeding (haha), I also use it for rough spots on the face, especially on the lips. And I love that it comes completely without plastic.

Where do you get ideas or inspiration for new products?

In fact, I was and am very pragmatic: what would I like to have myself, but can’t find it on the market? How would I like to feel as a customer, and perhaps even, what bothers me when it comes to the existing products in the industry? In general, I’m probably more the type who wants to implement ideas quickly instead of fiddling around with concepts forever.

To what extent does sustainability play a role in the overall process?

An incredibly important one. I can’t say: “Great for your body, but unfortunately crap for the environment.” We pay enormous attention to alternative packaging materials, even try to do without plastic almost completely (see Nipple Stick). In addition, raw materials from organic cultivation and also ethically correct production are important to me. I admit that all this makes the products maybe not the cheapest, but these values must become our priority.

What lies in milf Cosmetics’ near future?

Hopefully promising! Four new products are already in the pipeline and will be launched in 2022. This much I can reveal: the Nipple Stick can also go XL.

Any last words for our readers?

I THANK YOU ALL FOR YOUR SUPPORT!

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