Mumpower Approved™: Trusted, mum-led proof your brand is worth it
Turn real mum endorsements into retail-ready evidence that converts. Backed by Australia’s no.1 mum marketing network.
9/10 Mums are more likely to buy a product that has been endorsed by other Mums.
source: 'Australian Mums Today' consumer insights
Brands apply for Mum-led validation via 2 key way:
The Hero Advocacy Rating™ Score
If your brand meets the benchmark Mums set, you earn the Mumpower Approved™ seal.
If not, you receive detailed insight and can reapply. This is not a small, judged panel. It’s mum-powered proof you can trust.
A quantitative study with 2,000+ participating Australian mums that measures brand health including:
- Brand awareness
- Trust
- Purchase intent
- Customer satisfaction
- Advocacy - and more
Mumpower Verified™ Reviews
Amplify mum-to-mum advocacy with written reviews and video reviews from actual customers.
Dozens of relevant online written reviews mums who already use, purchase and know your products plus 6+ user generated content video reviews show others what mums really think about your brand, why they choose you and what anyone needs to know before buying your brand. Receive:
- Peer-proof content
- Usage rights
- Scalable word-of-mouth
Our inaugural brands are already putting their Mumpower Approved™ status to work
Why this matters to
brands like yours:
Your brand can say anything. But who Mums believe is each other. Today's customers are savvy, selective, and socially influenced. They want to know:
Do other mums trust this?
Have they
used it?
Would they buy it again?
Mumpower Approved™ answers these questions, powerfully, credibly, and at scale.
Who It’s For
- Prove credibility to the most powerful shopper
- Increase conversion with real social proof
- Replace assumptions with scalable evidence
How we’re different from awards or review sites
- 2,000+ real mums validating insights — not a small editorial panel
- Built for commercial use: packaging, retail, digital, media
- Review generation + usage rights for licensable proof
- PR-ready: top-tier brands may feature in our national Most Loved by Mums campaign
This is more than a logo, it’s a trust signal where mums set the benchmark.
- Add the seal to packaging, website, ads and social
- Strengthen retail and buyer conversations
- Boost trust on eCommerce product pages and online listings
- Feature in Most Loved Brands by Mums media campaign
- Use verified reviews across channels to support purchase
How it works
Step-by-Step Process:
Whats included
Brand health check insights: detailed report and score card, key stats around why mums are – and aren’t buying
User Generated Content from real mums who already buy, love and trust your brand to utilise across marketing
Real Reviews 20+ written product reviews ready for you to plug and play into website, socials, and more
Licence to use the seal (if earned) across packaging, PDPs, retail decks, ads and social (within guidelines)
Limited category exclusivity options
Media Exposure opportunities including Most Loved Brands round up
Marketing toolkit: seal files, approved copy lines, claims list, on-pack/PDP badges
Influencer Collabs for brands that achieve seal status
Earning Mums tick of approval starts here:
Depending on your results, your brand may earn:
Expressions of interest now open in Australia for 2026 and 2027 applications, with global programs launching to follow.
Let us show you how your brand can become Mumpower Approved to empower more mums to discover, trust and buy your brand faster.
Ready to earn the seal mums trust?
Frequently Asked Questions
What is the Mumpower Approved™ seal?
How does a brand qualify?
Is there a fee to participate?
Yes, there’s an initial investment, that’s designed to deliver real value. Even if you don’t qualify you’ll receive a full report on where you could improve. We offer flexible tiers to suit different goals and budgets.
Does my brand qualify for a seal if I already work with Mumpower?
If Mumpower is your market research partner and is responsible for quantitative insights there may be the opportunity to automatically go through the Mumpower Approved qualification process simultaneously.
Is this program available outside Australia?
Currently, Mumpower Approved™ is exclusive to Australia, with U.K and U.S launching in 2027. Get in touch to be part of the program when it goes global!
Which brands are Mumpower Approved?
Mumpower Approved launched in September 2026 and the first brands to qualify include Springfree Trampoline, Nido Early School, Medela, Nuby, Baby Sensory and Toddler Sense classes. Read more here https://mumpower.com.au/many-brands-say-mums-trust-them-these-brands-prove-it/
4.9 Average Rating
- 600+ Brands
- Access to up 6.8 Million Mums
What Are You Waiting For?