Here are the luxury indulgences moms think are worth it
Dyson; Louis Vuitton; Lunya; Cartier; Getty Images; Chelsea Jia Feng/BI
- Moms with disposable income have been turning to certain brands and products.
- Items like Ugg Tazz and the Oura ring regularly come up in mom Facebook groups.
- These are the brands and items that have become luxury indulgences.
Between the sleepless nights, finding affordable childcare, and worrying about the impact of social media, being a mom is stressful.
It's no surprise that moms in 2024 want to pamper themselves.
As the mom of three kids and a parenting editor, I've seen the same products pop up on celebrity moms, in luxury Facebook groups, and even in doctors' offices.
Here are some of the most popular luxury indulgences that moms are obsessed with right now.
Jeremy Moeller/Getty Images
When my neighbor invited me to work out with her, I noticed she had a new ring on her pointer finger. She told me about her Oura ring and how obsessed she was with it.
The smart ring tracks steps, sleep, stress level, heart rate, and body temperature and predicts your menstrual cycle based on the data. Unlike other trackers, it doesn't have a screen, and daily numbers are only available on an app.
Rings can range from $299 to $449, depending on style and finish. Since I bought mine, I've noticed many women around me wearing it, including my physical therapist and my favorite Instagram-famous dermatologist.
Courtesy of Omnilux
Once I entered my late 30s, I decided to take care of my skin and visit an esthetician regularly. During one of my visits, I saw a face mask on display. I asked about it, and she told me that she recommended it to all her clients who were looking to reduce fine lines.
Months later, I started getting targeted ads for the $395 Omnilux Contour Face red-light therapy mask. I haven't been loving the lines around my eyes, so I added my name to the waitlist for the coveted mask, which was sold out online in addition to my esthetician's office. I finally got a hold of it two months later.
While I don't use it as regularly as I should — the brand recommends 10 minutes every day — I can confidently say that when I do use it, my family members stay away. My kids call me "mommy monster," and I get to enjoy quiet time while treating my skin to a flash spa day.
Celebrity moms like Kim Kardashian and Gigi Hadid have been spotted using the mask, and Mindy Kaling reportedly used it to get ready for the Oscars.
Courtesy of Ember
Any parent with little kids knows that finishing your morning drink before it gets cold feels like an impossible task.
When I was pregnant with my first, all of my mom friends raved about the Ember mug — a $150 battery-operated mug that keeps your beverage of choice at the perfect temperature.
I often see the Ember mug mentioned in Facebook groups for new parents as something that makes life a little better while sleep-deprived. It's also recommended by celebrities who have been there, including Reese Witherspoon and dads Nick and Joe Jonas.
Courtesy of Uggs
In 2023, when people were writing up their wish lists for the holidays, the same question kept popping up in Facebook groups where people buy and sell luxury products: did anyone have a pair of Ugg Tazz slippers for sale?
The slip-on platform Uggs were sold out online and in most retailers, and every time someone posted a pair for sale, it was claimed immediately.
This year the $130 Tazz slippers are available in six colors. While they are not sold out, several sizes are backordered.
The design appeals to many moms because the shoes are easy to put on and take off. They're more stylish than regular Uggs since they have an embroidered accent. Celebrity moms like Gigi Hadid and Keke Palmer have also been seen wearing them.
Courtesy of Skylight
When I get together with friends, we commiserate about all the invisible tasks we are responsible for as moms, which includes keeping the family's calendar of activities up to date.
While I've attempted to fix this problem with old-school calendars, they still require me to make sure everything is accounted for. A friend who is far more organized than me recommended getting a Skylight calendar instead.
The calendar allows you to sync several calendar accounts and add events manually. If you don't want it to show your family's calendar while people are visiting, you can set it to display family photos.
The calendar comes in three sizes, with prices ranging from $139.99 to $569.99.
Courtesy of Timex
In the same buy-and-sell luxury Facebook groups going bananas for Uggs, a similar thing happened with Timex watches.
While there are also plenty of posts from people looking for diamond-covered Rolex watches, this $350 Timex watch, a collaboration with Jacquie Aiche, is also a must-have.
Courtesy of Cartier
Based on what I see from the luxury buy-and-sell Facebook groups, moms are into the Cartier Love bracelet. At least once a day, people ask whether anyone is selling their gently worn bands. When someone does put one up for sale, it's claimed almost immediately. The bracelet is beloved by celebrity moms like Sarah Jessica Parker, Kylie Jenner, Katie Holmes, Angelina Jolie, and Meghan Markle.
The bracelet retails for $7,350 for the classic gold model. The version with diamonds jumps up to $11,900. If it's beyond your budget, you can find dupes of the iconic bracelet on Etsy for far less.
Courtesy of Golden Goose
Sneakers are having a moment among middle-aged women, based on what my group of friends in their 40s wear every day.
When I flew to Argentina with two friends to see Taylor Swift, one of the women was wearing a bright pink Adidas Sambas. Other women stopped her multiple times at the stadium, wanting to know where to find them. My cousin asked me if I could get her a pair, but when I tried, they were sold out. I've been trying to get them for almost a year to no avail.
Those are not the only sneakers in high demand. I own a pair of black and white Nike low dunks (also known as the pandas) that I was only able to buy because someone on a buy-and-sell luxury Facebook group had a pair that was too small. Whenever I wear them, someone asks me how I was able to find the coveted sneakers.
Golden Goose is another highly-rated brand of sneakers. A pair can retail for $645, and they are easy to spot because of their distressed look mixed with a touch of glitter — which makes them easy to spot on other moms' feet when I drop off my kids for swim lessons at the local pool.
Courtesy of Louis Vuitton
BI recently reported that Louis Vuitton's glory days are over, but that's not the case in my online mom groups. It's all because of one purse: the high-rise bumbag.
As a parent, I get the appeal. I can carry all the stuff I need without a bag hanging from my shoulder that can slip or get tangled. This leaves me free to hold and pick up my kids. It's also the perfect bag for concerts and airports because you can swing it to the front and keep your items safe.
The Louis Vuitton high-rise bumbag retails for $1,850, but don't be surprised if you see it for a higher price tag on resale sites like Rebag. Celebrity moms like Lisa Rinna and Khloé Kardashian have been spotted with the bumbag.
Courtesy of Dyson
As someone who chopped all of my hair after having kids because I couldn't deal with one more thing to do, I'm sad I didn't discover the Dyson Airwrap sooner.
This $599 hairdryer comes with six attachments to quickly style your hair in different ways. It has a smoothing dryer, two curling barrels, and three different types of brushes. Reviewers say it gives them a salon blowout in no time.
Mom of two Khloé Kardashian recommends it to get a "beautiful blowout look."
Courtesy of Lunya
I recently asked on a mom Facebook group what I should get to treat myself after going through surgery. One recommendation kept popping up over and over again: Lunya pajamas.
A pant and tee washable silk set retails for $278, the shorts version retails for $218, and cozy ribbed legging go for $198.