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Cardi B joins formula brand Bobbie to fight feeding shame

Bobbie, US

US – Infant formula brand Bobbie has appointed rapper Cardi B as its new chief confidence officer in a campaign that redefines how parents navigate feeding choices.

The initiative, entitled The B is for Bobbie, aims to dismantle stigma and guilt surrounding infant feeding while advocating for maternal equity in the US. Through interactive touchpoints – including a hotline where parents can share their experiences – Bobbie transforms personal stories into letters to policymakers, highlighting urgent issues such as the lack of paid parental leave and the higher risks faced by Black and brown women during childbirth.

This partnership highlights the growing convergence of brand activism, cultural influence and social justice, with Bobbie tapping into Cardi B’s outspoken authenticity to foster confidence and solidarity among parents. As women’s bodies continue to face heightened public and political scrutiny in the US, the campaign reframes confidence as an act of reclamation — positioning care, in all its forms, as a collective right rather than a personal luxury.

For more on how brands are addressing social issues with purpose, see our Resilience Branding report.

Strategic opportunity

Brands have the opportunity to transform personal experiences into collective action, using authentic voices to highlight systemic issues and create meaningful impact beyond marketing

Denmark launches national drive to close the gender health gap

Denmark – The Danish government is investing £18.7m (DKr160m, $21.9m, €21.4m) over four years to establish a National Centre for Research in Women’s Health – a landmark move to address long-standing gender bias in medical science.

The centre will coordinate national research, fund PhD positions and focus on under-researched conditions such as endometriosis – a chronic disease affecting up to 10% of women of child-bearing age, yet diagnosed in just 1.6%.

Government ministers described the initiative as a strategic effort to improve equality in healthcare and reduce the economic cost of untreated women’s illnesses. ‘Research into disease has historically been based on the male body,’ said Magnus Heunicke, environment and gender equality minister. ‘We must change that.’

In our report, The Future of Women’s Health, Dr Somi Javaid, founder and chief medical officer of HerMD, spoke about the start-up’s virtual and location-based healthcare services tailored specifically to women’s needs, emphasising the need for education, empowerment and advocacy in the women’s health sector.

IdentifyHER, Ireland

Strategic opportunity

Women’s health remains underfunded and overlooked. Brands can step in, funding essential research and positioning themselves as advocates for their female customers, building trust while driving equity-focused innovation in a historically neglected market

Stat: Gen Z lead surge in sales of hybrid beauty-wellness products

Photography by Angela Roma

UK – British consumers are increasingly turning to hybrid beauty-wellness products, combining cosmetic and health benefits, according to new data from Clearpay.

Nearly half of UK adults (49%) have used a hybrid product in the past year, a figure that jumps to 76% among Gen Z. Popular items include moisturisers with SPF (51%) and vitamin C face serums (30%), with men driving demand for caffeine shampoos (21% of men versus 15% of women).

UK adults have spent an average of £72 ($96, €83) on hybrid products in the past year, rising to £90 ($120, €103) for Millennials. Men now outspend women (£79, $105, €90 versus £68, $91, €78), with 48% reporting year-on-year increases in hybrid purchases.

Clearpay’s consumer psychologist Shakaila Forbes-Bell said: ‘Beauty is no longer just about appearance; it’s about self-care, empowerment and living better every day.’

We’ve been tracking the rise of skintellectual consumers for the past few years, as improved understanding of ingredients and an appetite for science-backed products have reshaped how skincare is researched, marketed and experienced.

RSVP now for our upcoming The Great Beauty Blur webinar to learn more about the latest beauty industry trends.

Strategic opportunity

Develop hybrid beauty-wellness products with science-backed ingredients that combine skincare, cosmetic and wellness benefits, tailored for skintellectual Gen Z and male consumers