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It's time to get honest about parenthood

We believe it’s time to be honest about parenthood. Because an honest conversation about the realities, is the first step towards self-belief. And with more than half of parents feeling like failures in the first year, something needs to change.

As the world’s purest baby wipes, we want to play our part in changing the conversation about parenthood to be a lot more honest. Afterall, as a company created by a father for parents everywhere, we understand the negative impact the dishonest representation of parenthood in culture and social media can have.

The #thisisparenthood project is our way of celebrating the realities of parenthood. The ups, the downs, the laughs and everything in between.

At the heart, there’s brave parents from around the world who are sharing their journey with us, totally unfiltered, so that together we can tackle taboos, expose truths and remove unrealistic parenting ideals that set us up for failure.

We’d love for you to join us by sharing your own parenting experiences. Afterall, the more open we all are about the realities, the more self-belief we can give others.

keeping it real

7 out of 10 parents want to see a more honest representation of parenthood in culture and on social media. And we agree. That’s why we’ve made a commitment to only ever feature real parents in our advertising from now on.

For the #thisisparenthood project we’ve gone a step further, working with 86 families, like-minded organisations, healthcare professionals and influencers from around the world to celebrate the realities of parenthood.

If you’d like to get involved too, simply share your thoughts and parenting realities using #thisisparenthood and together we can change the face of parenthood for good.

Explore our moment films below.


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