Pregnancy treatments

In safe hands

Ellen Cummings explores how you can adapt treatments, consultations and language to support clients safely and sensitively through pregnancy and beyond

Pregnancy and the postnatal period can be some of the most physically and emotionally demanding stages in a client’s life. For salons, spas and wellness businesses, supporting clients during this time is not simply about adding a “mum-to-be” treatment to the menu. It requires specialist training, thoughtful consultation, sensitive language and a clear understanding of professional boundaries.

Many businesses already offer pregnancy massage, facials or spa packages, but experts say that the opportunity now lies in taking a more complete approach to maternal wellbeing – one that recognises that clients’ needs can change throughout pregnancy and long after birth.

“Pregnancy and the postnatal period are times of significant physical, hormonal and emotional change,” says Hiba Siddiqui, founder and chief executive of The Tenth, a clinically-led maternal recovery service based in London. “Every woman's experience is different, and wellness professionals have an opportunity to create environments where clients feel safe, heard and supported rather than treated as though they are receiving a standard treatment.”

Why one size doesn’t fit all

Pregnancy and postpartum can affect everything from skin and posture to sleep, mood, confidence, pain levels and how comfortable a client feels being touched.

Siddiqui says professionals should be aware of physical changes such as “fatigue, pelvic pain, back pain, swelling, altered posture, scar healing following birth, abdominal muscle separation, pelvic floor symptoms and ongoing hormonal changes that continue well beyond the first few weeks after delivery.”

Emotionally, clients may also be adjusting to a new identity, sleep deprivation, anxiety, reduced confidence or birth trauma. Practically, even finding time for a treatment can feel difficult when feeding schedules, childcare and recovery are competing priorities.

For Hayley Snishko, award-winning massage therapist, educator, mental health advocate and mother, this means therapists need to think beyond the treatment itself.

“This is one of the most vulnerable times in a woman’s life and more than anything, they need emotional and physical safety,” she says. “They need a space where they are confident the therapist understands their needs, nothing is expected of them, they don’t have to make decisions for anyone else, and where they can simply be cared for.”

That sense of safety should begin before the client even arrives. Businesses should make it clear which treatments are suitable during pregnancy or postpartum, what specialist training therapists have, how the treatment will be adapted and what the client can expect on the day.

Getting the consultation right

A thorough consultation is essential, but it needs to feel supportive rather than clinical or intrusive. Professionals should ask open questions about how the client is feeling, where they are in their pregnancy or recovery, whether there have been any complications and whether they have any medical guidance that could affect treatment.

For prenatal massage, Kelroy Sandy, expert therapist at salon group Masaj, says, “I always start by asking how you're feeling and where you're holding tension so we can focus on what you need today. I'll quickly check for any red flag symptoms, high-risk factors or guidance from your midwife or GP.”

For postnatal clients, Sandy says the consultation should take into account what the client’s body has been through, including whether they are recovering from labour, a caesarean birth, pelvic discomfort, swelling, feeding-related posture or the physical demands of lifting and carrying a baby.

The key is not to assume. A client may want focused relief from back, neck or shoulder tension, or they may simply need a quiet space to pause and feel cared for.

The right touch

For massage therapists, experts say specialist training is non-negotiable. Pregnancy affects positioning, circulation, pressure, contraindications and areas of the body that may need to be avoided or adapted.

Alice Vaughan, co-founder of Masaj, says, “Pregnancy changes the body in ways that genuinely affect how a treatment should be delivered: positioning, pressure points, circulation, and a whole list of contraindications that don't apply in the same way outside of pregnancy. A therapist without dedicated training in this area could unintentionally cause harm, and won't be able to offer the appropriate level of care to their guest.”

For pregnant clients in the second and third trimesters, Sandy says positioning is one of the biggest changes.

“We'll usually have the client side-lying, ideally starting on their left side to help keep the blood flowing smoothly back to the heart, though we’ll alternate sides so we can treat both sides evenly,” he says. “We won't do direct abdominal work, but rest assured the baby is completely safe and protected in the womb. We'll use extra pillows to support the bump, head and between the knees, keeping the client’s upper body slightly elevated so you don't feel lightheaded or dizzy.”

Therapists should also be cautious with deep tissue work on the calves and inner thighs during pregnancy, due to increased blood volume and higher risk of blood clots. Sandy says Masaj avoids deep pressure to the abdomen and specific acupressure points that could trigger uterine stimulation, while keeping strokes slow, smooth and light-to-moderate.

Postnatally, the client’s stage of recovery should guide the treatment. Common areas of focus may include the back, neck and shoulders, particularly where discomfort has been caused by feeding positions, lifting the baby or spending long periods in the same posture.

For clients who have had a caesarean section, Sandy says massage treatments should begin eight weeks after surgery.

Beyond the body

While treatment adaptations are vital, experts agree that salons and spas also need to understand the emotional weight many pregnant and postnatal clients may be carrying.

Snishko says some clients may arrive late, forget things, struggle to make decisions or seem distracted, but this should not be mistaken for disinterest.

“We need to recognise that cognitive overload and sleep deprivation can affect things like concentration, memory and emotional regulation,” she says. “We must show our pregnant clients patience rather than judgement and adapt to their needs as they navigate motherhood.”

This is especially important for postnatal clients. Recovery does not always end at six weeks, and many mothers may still be dealing with pain, postnatal depression, birth trauma, body changes or lower back discomfort months after giving birth.

Words matter

The way salons and spas promote pregnancy and postnatal treatments can either make clients feel supported or add to the pressure they are already under.

Experts warn against phrases such as “get your body back” or messaging that suggests a postnatal body is a problem to be fixed.

“Language that reinforces pressure to ‘bounce back’ or return to how things were before pregnancy can be unhelpful and alienating,” says Siddiqui. “Recovery is not linear, and every woman's journey is different. Instead, messaging should focus on recovery, wellbeing, strength, confidence, comfort and supporting women through the changes they're experiencing.”

Vaughan says Masaj avoids language that ties pre- and postnatal treatments to appearance, physical ability or weight.

“The tone should be about care and support, not transformation,” she says. “If in doubt, a good test is to ask whether the messaging would make a guest feel cared for or judged, and only proceed if it's unequivocally the former.”

Snishko says therapists should take a client-led approach when talking about body changes, confidence or recovery.

She says, “When I work with postnatal clients, my focus is always recovery; both physical and emotional. My priority is helping each client feel cared for, comfortable and supported, rather than focusing on how they look.”

Knowing when to signpost

Beauty, spa and wellness professionals can play an important role in supporting clients, but they should not diagnose, treat medical conditions or give advice outside their scope.

Siddiqui says knowing when to signpost is just as important as delivering an excellent treatment. Trusted referral pathways may include GPs, midwives, women’s health physiotherapists or mental health specialists.

For therapists, red flags may include vaginal bleeding, leaking fluid, cramping, a drop in baby movements, severe headaches, vision changes, sudden swelling in the face and hands, or signs of deep vein thrombosis such as a hot, tender or swollen calf.

Snishko recommends a simple three-step approach if a client becomes emotional or appears to need more support: acknowledge, redirect and signpost.

“We’re there to provide safe, supportive treatment, not to replace a counsellor or healthcare professional,” she says.

Training comes first

Before adding pregnancy or postnatal treatments to the menu, businesses need proper training, protocols and equipment in place.

For massage, Vaughan says businesses need three clear things: therapists with recognised pre- and postnatal massage qualifications, a thorough consultation process and the right equipment, including pregnancy pillows and a comfortable side-lying set-up.

“Skipping any of these steps to launch a new treatment onto the menu quickly is a false economy,” she says.

For facials, businesses should review every product, ingredient and device used during the treatment, as well as staff knowledge around safe positioning and when to pause or refer.

Businesses should also build in extra time where possible. Snishko says she books additional time between appointments for pregnant clients so they never feel rushed and can move at their own pace.

The small details matter too: easy access to water, toilet breaks, supportive pillows, clear explanations, scent awareness and ongoing consent can all help the client feel more comfortable.

Care that builds connection

As awareness grows around women’s health, maternal wellbeing and the “fourth trimester”, pregnancy and postnatal care could become a bigger focus for beauty, spa and wellness businesses.

Vaughan says Masaj has seen growing demand for pre- and postnatal treatments, driven by more open conversations around maternal wellbeing and a growing understanding that massage can be a regular part of ongoing self-care rather than an occasional treat.

For businesses, this is about supporting clients through a major life stage in a way that feels safe, informed and genuinely caring, rather than turning motherhood into a marketing opportunity

“During pregnancy and the postnatal period, guests are often especially attentive to who they trust with their body, and getting it right at that stage can build a relationship that lasts well beyond it,” says Vaughan.

Siddiqui agrees that businesses that invest in education, adapt their services thoughtfully and build relationships with healthcare professionals will be best placed to meet this growing demand.

“Women deserve to feel supported not just throughout pregnancy, but throughout their recovery afterwards as well,” she says. “Every interaction a woman has with a trusted professional is an opportunity to help her feel listened to, respected and supported and that's something the wellness industry is uniquely placed to contribute to.”