Perhaps it’s because moms want to look the way Duchess Kate looked mere hours after giving birth, with skillfully applied make-up that made her face glow and long locks perfectly styled and flowing like the mane of a goddess as she greeted the world with her newborn prince and princess. Or maybe it’s due to the fact that Instagram and Facebook have become the modern way to trumpet a birth announcement to countless friends and followers in photograph form from the post-birth hospital bed. Because more and more mothers are hiring hairstylists and make-up artists to pay them a visit in the hospital after baby’s birth to act as a post-delivery glam squad, according to a new report in The New York Times — all with a mission to make those first photographs of mother and child look effortlessly fabulous.

glam squad in delivery room, post-birth hair and make-up, maternity ward hairstylists, hair and make-up postpartum, green maternity, maternity trends
Photo via Savannah Guthrie on Twitter

The New York Times reports that the Julien Farel Restore Salon & Spa in New York City has noted a 200% increase in bookings for hospital appointments for new mothers in the last three months. And website Stylebookings.com and the Glamsquad beauty app have also experienced a large uptick in such appointments. The cost of a mommy makeover in the hospital ranges from $700 from Julien Farel’s salon to $50 and up from Glamsquad. Of course, services are somewhat limited to what can be performed outside of a salon and in a hospital room setting, but hairstylists and make-up artists aim to make moms feel naturally beautiful as opposed to looking over-the-top made up. Founder of the salon at Bergdorf Goodman, John Barrett told the Times that in addition to feeling beautiful, these visits boost a mother’s mental state as well, offering, “It’s really important that you feel good, that you don’t look in the mirror and say, ‘Oh, my God,’ because having a baby is like running a marathon. Just feeling ‘I look normal’ afterward is such a nice thing. It’s good for the psyche.”

glam squad in delivery room, post-birth hair and make-up, maternity ward hairstylists, hair and make-up postpartum, green maternity, maternity trends
Photo via Jaime King Instagram

However, some high-profile mothers are still opting to go the low-maintenance, bare-faced route when it comes to posting their first post-birth pics online. Recently actress Jaime King and TODAY host Savannah Guthrie both shared images of themselves holding their newborns without a care in the world as to their appearance — and both looked stunning — no glam squad required.

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Lead image via Kensington Palace on Twitter

via The New York Times