15+ years running, building a community for mums.
Mums Lounge has been one of Australia's leading independent parenting publishers since 2010, trusted editorial, product reviews, newsletters and social content built for an engaged audience of Australian mums. This year Amy and Michael took over as owners. With a young family of their own and their experience as a pharmacist and a physio, they're on a mission to keep growing this community for mums.
Over 15 years we've reached millions of mums with tips, content and products that actually make life better. At its heart it's a community, mums showing up for each other.
Our audience: women 25 to 44, raising everyone from newborns to teens.
Audience, verified
Mums don't just scroll past us. They buy.
See all results →Vine Apparel. A real mum, an honest fit check and a 15% code. Over $2.5K in revenue with no paid boost.
10,000+ entries across our last 17 competitions, with mums coming back to enter up to three times each.
42,000 interactions and 3,600 shares in a week. Our content travels well past our own followers.
Google is our biggest source of readers, so reviews keep ranking and sending mums your way for years.
Meet the team
Over a decade in women's and critical care health before she picked up a camera. Amy's also a mum who's been through pregnancy and postpartum herself.
Runs Active Answers Health, and talks movement, recovery and family health the same way he would with a patient in the clinic.
Editor at Mums Lounge for 16 plus years and raised three kids of her own along the way. Jolene knows the difference between content that simply ticks the boxes and content that genuinely connects with mums.
Partnership packages
See all packages →- One of our mums tries your product at home and shares how she found it
- Guaranteed on Facebook, Instagram (including Stories with a link) and the newsletter
- Exclusive discount code and a tracked link so you see every sale
- Results report after 30 days
- 1 professionally filmed & edited Reel, concept and production by Amy
- Published across Mums Lounge Facebook, Instagram, TikTok & YouTube Shorts
- Final asset supplied for your own organic channels, with 30-day usage rights
- Extended or paid usage available on request
- Feature article written by our Mums Lounge editor, covering your product or service
- 1 eNews Hot Spot placement
- 1 Facebook/Instagram shout out
Where this content lands
Brands we've worked with
Let's talk
Tell us a bit about your brand and we'll come back with something that actually fits.