Momcozy launches mama registry to center mothers in baby-shower gifting

Momcozy is trying to change what lands on a baby-shower registry. The company used its May 4 campaign launch in Los Angeles to introduce Choose You, Too, a Mother's Day push fronted by model and content creator Abbie Herbert and built around a new Mama Registry that aims to put the mother on the gift list, not just the baby.

The registry is the clearest sign that Momcozy wants to move baby-shower culture away from a baby-only shopping list. Instead of focusing only on nursery decor, tiny outfits and other newborn staples, the Mama Registry adds postpartum recovery, feeding, rest and daily-support items. That includes the Momcozy Pregnancy Pillow and Wearable Breast Pumps, along with a limited number of one-on-one consultations with IBCLC-certified lactation consultants. The message is direct: the gift list can now cover the hardest parts of early parenthood, not just the cute parts.

Momcozy built the campaign around the question, “What do you need?” and the answer it is pushing is practical, not sentimental. The company framed the effort around the way many mothers default to saying they are fine even when they are exhausted, stressed or short on support. That positioning makes self-care and asking for help feel like legitimate registry items rather than indulgent extras, and it fits Herbert’s public image as a creator who shares unfiltered motherhood content and encourages women to ask for help.

The creative work came from CROING Agency, a women-owned and led shop founded by Alejandra Salazar, which lines up with Momcozy’s broader emphasis on elevating women’s voices on both sides of the camera. The company, founded in 2017, says it makes breast pumps, nursing bras, baby carriers and care essentials. Its own brand materials say more than 4.5 million moms worldwide trust Momcozy, while its story page says more than 5 million moms around the world choose the brand, a scale that helps explain why it is trying to position itself as a maternal-wellness company rather than a single-product seller.

The registry push also builds on earlier groundwork. Momcozy launched a registry system in January 2025, and its current registry pages already include creation tools, search, social sharing, CozyCoins rewards and a webinar invitation. That puts the May 4 rollout in the middle of a longer strategy, not a one-off brand stunt. The timing also fits a broader shift in the market: Babylist’s April 10, 2026 registry guide urged parents to add postpartum, nursing and self-care items, and Poppylist flagged postpartum meal services as a registry trend in 2024. In that context, Momcozy is not just selling products; it is arguing that the modern baby shower should make room for the mother’s recovery, comfort and support from the start.