The Perineal Massage Oil Everyone’s Searching For - But No One’s Talking About
From the female-founded, New Zealand-born brand redefining pregnancy and postpartum care.
SYDNEY, AUSTRALIA | 17TH JUNE 2025: Trusted by thousands of mothers and loved by celebrities including Kourtney Kardashian, Sofia Richie Grainge, and Margot Robbie, award-winning skincare brand Pure Mama has launched its latest innovation: the Perineal Massage Oil. Backed by clinical research and women’s health experts, this product is designed to help prepare the body for childbirth by supporting skin elasticity and reducing the risk of tearing during vaginal delivery - a common concern that many women feel unprepared for.
Developed in collaboration with leading women’s health professionals, Pure Mama’s Perineal Massage Oil is 100% fragrance-free, hypoallergenic, nut-free, and suitable for all skin types. Despite how common perineal trauma is, awareness around prevention remains low - yet interest in guidance and support continues to grow, with more women actively seeking information on how to prepare their bodies for birth.
“We’ve been genuinely moved by how strongly women have connected with this product - even before its official launch. With over 5,000 people searching for it online each month, we knew there was a real need, but the early demand completely blew us away. It’s shown us just how many women are looking for proactive, natural ways to support their body ahead of birth, and how underserved they are in this space. My intention is not only to offer high-quality skincare women can trust, but to encourage them to pause and connect with their bodies throughout pregnancy,” says Pure Mama founder Lara Henderson.
The new Massage Oil is formulated with evening primrose, calendula, apricot kernel, and vitamin E - a botanical blend carefully selected to nourish, soften, and support the delicate skin of the perineum. When used regularly from 34 weeks, perineal massage is widely recommended by women’s health experts as a way to support tissue elasticity and reduce the degree of tearing during birth.
“I recommend perineal massage to all my patients from 34 weeks of pregnancy as part of their birth preparation. It’s a simple, free technique that research shows can reduce the likelihood of perineal tears, the need for an episiotomy, labour duration, and perineal pain after birth - especially for first-time mothers. Perineal massage improves the flexibility of the perineal tissues and helps women become familiar with the sensations of stretch and pressure experienced during birth. It’s an empowering way to prepare both the body and mind for a positive birth experience,” says Jessica Jenkins, Women’s Health Physiotherapist, The Mama Physio.
Each bottle includes access to a comprehensive Perineal Massage Guide featuring step-by-step instructions, safe techniques, and expert tips - including how to get started solo or with a partner. This targeted practice is one of the most effective ways to improve elasticity and build resilience in the perineal tissue, helping the body stretch more easily during birth. It’s also associated with faster healing, reduced postpartum pain, improved pelvic floor recovery, and a lower risk of incontinence.
This launch reflects the heart of Pure Mama’s mission: to empower women through natural, organic, expert-backed skincare, thoughtfully crafted to support the physical and emotional shifts of motherhood. Every product in the range is developed with input from professionals, including biotechnologists, GPs, midwives, and physiotherapists to ensure the highest standards in quality, safety, and care.
Prepare, protect, and empower your body for birth. Perineal massage makes all the difference. Available now at https://www.puremama.com/ – $35.00 AUD (30mL)
