By HTE Founder, Erin Hughes
Hair loss is one of those things no one really prepares you for.
It’s often brushed off as “normal” — something that comes with postpartum, perimenopause, menopause, or hormonal shifts. But when it happens to you, it doesn’t feel normal. It feels personal. Quietly confronting in a way you don’t expect.
For Madeleine Hakins, founder of mumms, the idea started by simply paying attention to what women around her were going through.
“I was inspired to create mumms because I watched my girlfriend‘s going through postpartum and losing their hair and not finding any products that were specifically targeted to their situation.”
And the more she looked into it, the more she realised — this wasn’t just about postpartum.
“Hormonal hair loss is real and it doesn’t happen just during Postpartum. It can be perimenopause, menopause, PCOS. Hormonal transitions affect everyone and we shouldn’t just sit back and think that it’s OK and normal for us to lose our hair.”
Eight years in the making
This wasn’t a quick idea turned into a product overnight. It was years of work, refinement, and intention.
“The idea came to me 8 years ago and I started developing and working on the formula immediately. it took me about 3 to 4 years to refine, test and perfect the formula.”
With over two decades in the hair industry, Madeleine had access to world-class formulators — but even then, she knew exactly what she wanted this product to be.
“I knew I only wanted to use clean, high performing ingredients, and for the formula to be super lightweight.”
It wasn’t just about results — it had to fit into real life.
The part most people miss
As she dug deeper, the formulation became just as important as the idea itself.
“Once I started researching what hormonal hair loss actually is — and when and why it occurs — I was exposed to some incredible studies around ingredients like Saw Palmetto, Pumpkin Seed Oil, Ginger Root and Rosemary.”
But one detail stood out more than most — something many people don’t even think about.
“You can have all these incredible ingredients, but without the right delivery system, they never actually penetrate below the dermal layer.”
It’s this thinking that shaped mumms into more than just another product — something intentionally built to work with the scalp, not just sit on top of it.
Made for real life (not a 10-step routine)
If you’re anything like most women juggling… everything — you don’t want another complicated step.
Madeleine knew that from the beginning.
“It was the most important thing to me. Like all of us, I know first-hand what it’s like to have a morning and nighttime skincare routine, so I designed mumms to complement your existing routine, and only add 1 minute of extra time.”
It’s simple. Lightweight. Easy to use. The kind of product that quietly becomes part of your routine without needing to think about it.
When it became personal
Somewhere along the way, this stopped being just about solving a problem for others.
It became her experience too.
“Developing mumms became deeply personal once I experienced postpartum hair loss after my first child.”
And because she was already in the middle of testing formulas, she was able to see what actually worked — in real time.
“I can confidently say that my hair is healthier, thicker and stronger than it’s ever been!”
That full-circle moment — from observing the problem, to living it, to creating a solution — is what makes this feel grounded in something real.
The One Thing Madeleine Wants You To Know After 20 Years In The Industry
Your scalp matters more than you think.
“I think the best thing you can do is care for your scalp always!! it’s the gateway to healthy hair and I don’t think everyone realizes this.”
It’s less about doing more… and more about doing the right things consistently.
Because sometimes, looking after yourself doesn’t look like a big, dramatic change.
Sometimes it’s one small habit. One extra minute. One decision to do something that’s just for you.
And in the middle of everything — the kids, the work, the mental load, the constant pull in every direction — that small moment matters more than we realise.
If you’re curious, you can find out more about mumms here
