Ariane Goldman on Birthing—and Growing—a Company for Pregnant Women

Here at goop, we’ve been noticing—and applauding—the rise and influence of women in industry. Perhaps the only upside to workplace inequality is it has driven a lot of amazing women out of corporate America—and straight to the helm of their own companies. So we decided we didn’t want to just cheer them on anymore. We wanted to meet them and interview them and write about them. With that, we give you: Female Founders, a new column featuring women who create, design, and inspire.

Ariane Goldman had her lightbulb moment six years ago when, pregnant with her first child, she couldn’t find clothes that reflected her cool, easy style. Her months of searching resulted in HATCH, an elevated, easy-to-wear line geared toward mothers before, during, and after pregnancy. Since then, HATCH has done…more hatching, opening a brick-and-mortar store in New York’s SoHo that’s been a wild success. Part of its genius is that it doubles as a community space, hosting sessions on nutrition for fertility, infant CPR, doula meet-and-greets, and prenatal yoga classes. There’s even a cravings bar stocked with pickles and candy. (How’s that for nailing it?) Now, she’s expanding into beauty, creating eight clean, nontoxic products with mamas in mind. There’s a gorgeously gleamy belly oil, aimed at soothing itching and smoothing areas where people are prone to stretch marks; a strength-and-shine hair oil that doubles as a moisturizing mask prewash; and a super thick rescue balm, which works on lips, nipples, even cuticles.

A Q&A with Ariane Goldman

Six years after launching your clothing line, why did you decide to get into the beauty space?

I’ve been speaking with such wonderful women and customers since I launched HATCH, and it became clear that there wasn’t one centralized conversation about maternity skin care—for both during and after pregnancy. We’ve gained credibility with our fashion customers over the past six years by giving them what they need during this period, so I created HATCH Mama to offer the same solutions in beauty form, and to continue to build HATCH as a thoughtful destination for all things during and after pregnancy.

“We’ve gained credibility with our fashion customers over the past six years by giving them what they need during this period. I created HATCH Mama to offer the same solutions in beauty form.”

(Left) The Eva Mini Dress and the Georgie Jumper in chambray;

(Right) The Elenore Dress

Was there a tipping point when you felt like the company was really taking off?

When we opened our first retail store in New York at 17 Bleecker Street this past October. It’s been an amazing journey to watch the store bring a layer to HATCH that’s more meaningful than a cashmere sweater or jeans. We host events at the store where we bring in doulas to talk about birth plans, offer lactation advice—you name it. We’ve grown from a two-dimensional, direct-to-consumer brand to a three-dimensional, meaningful destination where women can feel heard.

“We’ve grown from a two dimensional direct-to-consumer brand to a three-dimensional, meaningful destination where women can feel safe and heard.” We bring in doulas to talk about birth plans, offer lactation advice—you name it.”

What’s been the biggest obstacle so far?

Being passionate about building a meaningful brand and being a present, hands-on mother at the same time. It’s a struggle, but I’m confident that I’m setting an example for my girls. By letting go of guilt each day, I’m owning the notion that it’s okay to be driven. I want my daughters to know this is possible. If I come in late, or I’m away on a business trip, they know I’m building something special, and they respect me for it.

What’s the market like for self-care products that are safe for pregnant woman? How did you go about researching this?

I found that most women get recommendations from their friends on the best maternity secrets, or they scour the internet and get overloaded with inconsistent information about what products to use during pregnancy. The market consists of brands that fall in the cutesy mommy world and recommendations with obscure ingredient concoctions. There wasn’t an elevated, unified product line from a single source that addressed our basic needs.

“The market consists of brands that fall in the cutesy mommy world and recommendations with obscure ingredient concoctions. There wasn’t an elevated, unified product line from a single source that addressed our basic needs.”

So I spent more than a year working with both herbalists and chemists to develop a line of eight safe and effective core products to address issues like dry skin, stretch marks, swollen feet, and fatigue.

Are all eight product multiuse?

When putting the collection together I didn’t want just single-use products. Yes, they help you deal with chapped nipples, but they should also go the extra mile. We’re all too busy to stop at one end use.

Are people using HATCH after pregnancy at all—do customers get creative?

Everything we do, we do with longevity in mind, so women can invest in products that don’t have finite uses. The Belly Oil is amazing as a bath oil, Strength + Shine is wonderful to fortify and strengthen hair at any stage. All the products are meant to be used over and over again.

“Everything we do, we do with longevity in mind, so that women can invest in products that don’t have finite uses.”

What were some surprises from the company’s early days?

At the beginning, I was amazed how few publications wanted to cover maternity. At the time, a growing body wasn’t being celebrated. With the rise of social media and a more open and embracing attitude toward the female body, maternity has been let in, and editors now are comfortable talking about and celebrating growing, changing bodies.

Any favorite pieces from the collection?

I’m obsessed with the Slouch Dress, which has been in the collection since the first season. I keep our Mood Soothing Oils in every bag and on my nightstand. The eucalyptus picks me up when I’m lethargic, and the lavender helps ease stress.

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Related: Female Founders