This Mother’s Day, We’re Offering Something Radical: Permission.
Honoring the mothers who are letting go of expectations and reclaiming their own truth
Mother’s Day is changing. We’re honoring the moms who are shedding expectations and stepping into their own power—with help from brands leading the way.
What if the best gift we could give mothers this year wasn’t a thing, but a shift?
There’s a moment in the Barbie movie that echoes in the hearts of so many women. A monologue that names the impossible. The contradictions. The constant pressure to contort ourselves just to survive.
You have to lead, but not be bossy.
You have to be thin, but never say it out loud.
You have to give your all, but never ask for more.
You have to love being a mother, but don’t let it define you.
And still, somehow, you’re always doing it wrong.
It resonated because it’s true. It’s exhausting.
This cultural script runs especially deep for moms. From the moment we become mothers, whether by choice, surprise, or longing, we are expected to embody the perfect blend of selflessness, ambition, patience, sex appeal, discipline, and unshakable joy. All at once.
No wonder so many of us feel like we’re carrying the weight of the world.
So this Mother’s Day, we want to offer something different.
We want to give mothers something more lasting. More liberating.
Permission.
Permission to stop performing.
Permission to let go of roles that no longer fit.
Permission to live in alignment with your own truth, not someone else’s expectations.
At Confidante, this is the journey we’re on too. We’re unlearning. We’re shedding shame. We believe every mom deserves space to look inward, to reconnect with the wisdom she’s carried all along. To listen to that voice buried beneath the noise, the guilt, and the shoulds.
And we’re not alone in this.
This year, we’re celebrating a few values-aligned brands that are also making space for mothers to be more fully themselves. These aren’t just companies—they’re cultural changemakers, creating room for rest, self-expression, joy, and truth.
Brands We Love That Are Making Space for Moms to Be Themselves
Black woman-founded and rooted in ancestral plant wisdom, Olamina offers herbal medicine that honors the nervous system, community healing, and self-trust.
2. Cora
A menstrual wellness brand that not only creates organic period care products, but also leads conversations about body literacy, motherhood, and dignity.
3. Hatch
More than just maternity wear—Hatch shows up for moms in every season, from prenatal to postpartum and beyond, embracing style without sacrifice.
Created by Latham Thomas, this beautiful card deck offers affirmations, prompts, and rituals that reconnect mothers to their power—at every stage.
5. The Society of Working Moms
A supportive community for and by working moms of all ages and stages.
6. Saysh
Founded by Olympian Allyson Felix, Saysh designs performance footwear for women, by women—built around the shape of a woman’s foot and a mother’s worth.
A national movement working to build the power of mothers as a political force—fighting for paid leave, affordable childcare, and maternal health with the radical belief that moms deserve more than survival.
This Mother’s Day, we’re not asking moms to be anything but who they are.
We’re inviting them to breathe.
To listen inward.
To remember that the life they’re building is theirs.
And that’s a gift no one else can give.
