Monthly Parenting Magazine

Absolutely Mama Awards 21 Results

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Thank you to everyone who voted in the 2021 Absolutely Mama Awards. The winners were determined through you, the lovely public, and our wonderful judges here at Absolutely Mama.

We are a reader-led magazine and your input is incredibly important to us. Absolutely Mama exists to inspire and provoke conversation among savvy, stylish modern mamas – a diverse bunch of women united in their desire to make the most of their parenting journey – be it exhilarating, puzzling or downright exhausting. As such, our awards aren’t just a celebration of the products you love; they’re a way of giving you a voice so that the brands who are meeting your needs can see where and how they’re getting it right.

From pregnancy to the early years, from parenting essentials to kidswear, from household name brands to new start-ups, our nominees are leading the way in the parenting world – making the parenting experience easier, more sustainable, more enjoyable or simply more beautiful in their own unique way.

So thanks again to everyone who took part: we appreciate every vote. Now scroll down to discover more on our nominees and our winners…

Most eco-friendly brand

Winner: Mori

“At MORI we create products that help to welcome a baby into the world and beyond. All our pieces are thoughtfully crafted using sustainably sourced fabrics and manufactured in trusted factories.”

First Runner Up: Pure Earth Collection

Second Runner Up: Superlove Merino


Best Brand

Winner: Mamas & Papas

“Mamas & Papas began life 40 years ago. In that time we like to think we’ve learnt a lot, and that our experiences inform everything we do. Created by two parents who cared a lot, Luisa and David wanted the best for their new daughter. And because they couldn’t find it anywhere else, they decided to design it themselves.”

First Runner Up: Stokke®

Second Runner Up: Gaia Baby


Best Baby skin range/product

Winner: Metanium’s Nappy Rash Ointment

“The Metanium range has been specifically formulated with one aim in mind: to keep parents and babies as happy as can be – without nappy rash! Nappy rash is not an uncommon irritation in a baby’s life and it’s nothing to fear if you’re the parent of a newborn, especially with Metanium by your side.”

First Runner Up: Matchstick Monkey

Second Runner Up: The Little Butterfly’s London range of products

Best Children’s Shoe Brand

Winner: Bobux

“BOBUX CELEBRATES 30 YEARS & LAUNCHES ITS AUTUMN/WINTER 2021 COLLECTIONBobux passionately believes that creativity, imagination and a sense of adventure make the world a better place and it’s that philosophy that has helped drive the Autumn/Winter 21 collection..”

First Runner Up: Young Soles

Second Runner Up: Grass & Air


Best Travel product or System

Winner: BabyBjorn

Product: Baby Carrier move

“BabyBjörn is promoting love and comfort with the ergonomic Baby Carrier Move, a carrier designed for simplicity in the home or out and about, for use from day one, all the way to 15 months”

First Runner Up: Mamas & Papas Ocarro

Product: Occaro Pushchair

Second Runner Up: Stokke®

Product: JetKids™ BedBox™ 


Best Interiors/Nursery Product

Winner: Pure Earth Collection

Product: Organic cotton blackout blinds

“Organic cotton blackout blinds: These blinds are 100% organic cotton with no nasty chemicals. Traditional travel blackout blinds are made from PVC, which leaches toxins into the air, especially when exposed to direct sunlight. We wanted to create something parents could use to keep their baby’s room nice and dark without compromising on air quality.”

First Runner Up: Silver Cross

Product: Nursery Set

Second Runner Up: Stokke ®

Product: Sleepi™ evolving bed

Best children’s fashion brand

Winner: Rachel Riley

“Rachel Riley is an award-winning British childrenswear brand with an international reputation for dressing Royal Babies’ and Children for over 25 years. Designed to bring fun and joy, we design, manufacture and sell children’s clothes, using traditional crafting techniques, including hand embroidery and smocking.”

First Runner Up: Magnet Mouse

Second Runner Up: Fabric Flavours


Best maternity brand or product

Winner: Stretch mark massage oil by Weleda

“Made with nourishing plant oils and an organic extract of natural anti-inflammatory arnica, this fine, top quality oil soaks in fast, to comfort skin as it stretches to accommodate a growing bump. This beautiful oil is free from mineral oils, synthetic ingredients or artificial additives, of any kind, including parabens.”

First Runner Up: Mama by Mori maternity clothes

Second Runner Up: Warrior Soft Cup by Hotmilk Lingerie


Best toys 

Winner: Noah’s Balancing Ark by Le Toy Van

“A small but big-hearted family company. We believe childhood should be enjoyed to the full. That’s why we’ve been making imaginative wooden toys, designed in Great Britain with a touch of French je ne sais quoi, since 1995. Ethically made from sustainable tactile materials, our toys encourage creative long-lasting play and quickly become well-loved family favourites. Our uniquely designed, multi-award winning, hand-finished toys are a true investment in play, for generations to come.”

First Runner Up: Danny the dog by ZaZu

Second Runner Up: Edx Education’s FunPlay collection

Best Cot, Crib or Moses Basket

Winner: Mamas & Papas Lua Bedside Crib

“Mamas & Papas have launched their first bedside crib that works for you and your family. Embracing a sophisticated design with premium fabrics, the Lua Bedside Crib creates the perfect space for a comfortable and supportive sleep for little one.”

First Runner Up: The BassiNest® by HALO®

Second Runner Up: Serena Complete Sleep +/Co-Sleep by Gaia Baby


Best Ethically Sourced Sourced Retailer

Winner: Bebe Organic

“Bebe Organic was founded in 2014 by mother of two and MA graduate of London College of Fashion, Birgit Kadak. After her first child was diagnosed with an extremely sensitive skin condition she was in search of natural and organic alternatives in the mainstream and luxury market, but found only products that were synthetic and full of hazardous chemicals. Natural alternatives were too simplistic and basic.”

First Runner Up: Kidswear Collective

Second Runner Up: Podernovo


Best online retailer

Winner: Alex and Alexa

“Alex and Alexa is the leading global online kids fashion retailer, offering over 400 brands across fashion, sports and accessories, as well as toys, interiors and lifestyle products, for all kids aged 0 – 16 years..”

First Runner Up: SmallSmart

Second Runner Up: Kindora

Best influencer of the year

Winner: Just Chill Baby Sleep

“Rosey launched Just Chill Baby Sleep to provide straightforward, no-nonsense sleep advice to exhausted parents. Rosey’s Instagram page is much loved by parents who are looking for practical information and community support. On her YouTube channel Rosey shares free videos on common sleep topics to an ever-growing number of subscribers.”

First Runner Up: Mamawell

Second Runner Up: Carmen Fitness


Can’t Live Without’ Parenting Product

Winner: Tripp Trapp chair by Stokke®

“Tripp Trapp® is an ingenious chair designed by Peter Opsvik that revolutionized the children’s chair category in 1972, when the Tripp Trapp® was first launched. Tripp Trapp® fits right up to your dining table, bringing your baby into the heart of your family, allowing him or her to learn and develop alongside you.”

First Runner Up: Ribbed Clever Zip Sleepsuit by MORI

Second Runner Up: Etta Loves sensory muslins


Best Mealtime/Feeding Range or Product

Winner: Piccolo’s organic Cooking Range

“Piccolo aims to bring greater focus to nutritious food and mealtimes spent together to help families get the right balance every day. To make mealtimes that little bit easier, Piccolo developed an organic cooking range, designed specifically for babies and toddlers.”

First Runner Up: Greek style Yogurts by Little Freddie

Second Runner Up: Annabel Karmel’s ready-to-go chilled meals


Best new skincare product for mums

Winner: Secret Saviours – the solution to pregnancy stretch marks

“Pregnancy and stretch marks go together; and although expected and something you can be proud of as your body changes and grows a new life, most of us would rather our skin remained undamaged.”

First Runner Up: Skinfluencer Clinic

Second Runner Up: R.N.A Radical Anti-Ageing & Lifting Duo Moisturiser by Avant Skincare


Best Online Community

Winner: Peanut – Make New mama Friends & Find Support

“Over 2 million women have joined Peanut to connect, ask questions and find support. Whether you’re navigating fertility, pregnancy, motherhood or menopause, the app provides access to a community who are there to listen, share information and offer valuable advice.”

First Runner Up: Mamas & Papas

Second Runner Up: Bloss

Most sustainable product

Winner:  Piccolo’s Yellow & Go pouches

“Piccolo is a family that’s here to support your growing family. With a passion for nutritious food and family meal times spent together, we make healthy (not to mention tasty) organic cooking products, snacks and pouches. Packed with quality vegetables, fruit and herbs, our products are organic, nutritionist approved and full of everything your little ones need and nothing they don’t – no GMOs, no palm oil, no nasties.”

First Runner Up: Sheepskin Pram Liners by Baa baby

Second Runner Up: Sensory Infant Lounger by Snuggle Me

Best teething/bottle feeding product

Winner:  The Matchstick Monkey Ludo Lion Teething Starter Set

“The Matchstick Monkey Ludo Lion Teething Starter Set contains all the essentials to sooth any baby’s teething pain. Our Ludo Lions Teethers are fun, flexible and the textured bumps get to the source of pain quickly.”

First Runner Up: NUK® Simply Natural& Bottles

Second Runner Up: Nib Cube by Nibbling Jewellery Ltd

Thank you to all of our fantastic contestants and congratulations to our winners this year!

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