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
2 ways brands can apply for Mum-led validation:
Brand Health Check
Discover what mums really think about your brand and whether it meets their standards for Mumpower Approved™
Independent research with 2,000+ Australian parents, assessing:
- Brand awareness and usage
- Trust and recommendation
- Purchase intent and barriers
- Customer satisfaction rating
- Brand sentiment, including 30+ written reviews
If your brand meets the benchmark Mums set, you earn the Mumpower Approved™ seal. If not, you receive detailed insight and can reapply.
In-Home Product Testing
Discover what real Australian families think about your product and whether it meets their standards for Mumpower Approved™.
Independent testing with 30 carefully selected Australian households, evaluating:
- Product performance, quality and reliability
- Customer satisfaction and value
- Purchase intent and likelihood to recommend
- Scored assessment, reviews, product in-use photos
If your product meets the benchmark mums set, you earn the Parent Tested Mumpower Approved™ seal. If not, you receive insights to improve and reapply.
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:
What's included & Optional upgrades
Brand health check insights: detailed report and Hero Advocacy Score, key stats around why mums are – and aren’t buying
Product Testing Insights: Independent assessment, including scored results, feedback, in-use photos and way to improve.
Real Reviews 20+ authentic written customer reviews ready to use across your website, social media and other marketing.
Licence to use the seal (if qualified) across packaging, retail, advertising, TV, website, social media (within guidelines)
Limited category exclusivity options to help your brand stand out from competitors.
Media Exposure opportunities for earned media coverage and inclusion in Mumpower’s Most Loved Brands roundups
Plug and Play Marketing toolkit: Ready-to-use seal artwork, guidelines, approved messaging, creative examples and creator brief templates.
Optional upgrade: Mum Influencers and UGC videos to share their honest experience and showcase your seal with more families across digital.
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?
Mumpower Approved™ is an independent endorsement earned by brands or products that meet qualification standards set by Australian mums. Brands can qualify through our Brand Health Check or In-Home Product Testing programs.
How does a brand qualify?
Brands can apply through either our Brand Health Check, involving research with 2,000+ Australian parents, or In-Home Product Testing with 30 carefully selected households (minimum 20 completed assessments). If your brand or product meets the required benchmark, you earn the relevant Mumpower Approved™ seal. If not, you still receive valuable insights to improve and can reapply.
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?
Working with Mumpower doesn’t automatically qualify your brand. However, if we’re already conducting relevant research for you, we may be able to incorporate the Mumpower Approved™ qualification process into your existing project.
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!
How do you ensure the assessment is fair and independent??
We assess brands and products against predetermined qualification standards, not personal preferences or the opinions of a small judging panel. For In-Home Product Testing, we carefully select families suited to the product and its intended use. Assessments are based on structured questions covering product performance, quality, satisfaction and recommendation.
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/
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- 600+ Brands
- Access to up 6.8 Million Mums
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