What Our Mothers Always Said.

What We Carry Forward.

There's something that happens when you ask a woman about her mother. The room gets quieter. The answer comes slower. And what comes out is always more honest than anyone expected.

That's the heart of MUTHA-ISMS — our Mother's Day 2026 video series. We sat down with a group of remarkable women, friends of the brand across generations, and asked them the questions that actually matter. Not what they want for Mother's Day (though we asked that too). But about the phrases that live rent-free in their heads. The moments when they catch themselves becoming their mothers. The lessons that took decades to finally land.

What we got back was beautiful, funny, and real. No scripts. No polish. Just women being honest about the women who made them.

We started with a simple question: What's your dream Mother's Day gift? What we got was Van Cleef, the Orient Express, a month of silence, and — our personal favorite — being lathered in Body Butter. Priorities.

Reapply your sunscreen. Don't hurry love. Do what makes you happy and don't care what anyone thinks. Every woman we talked to had a line — one phrase their mother said so often it became part of how they move through the world. Some made us laugh. Some made us tear up a little. All of them hit.

This one was our favorite to film. Because the answers came fast — and they were all so specific. When I break any rule. When I tell my kids, "we have that at home." When I'm dancing with my daughter, music loud, having the best time ever. It's the most unsuspecting moments that remind you: she's always in there.

"I am my mother when I'm connected to the people that I love. I am my mother when I'm dancing with my daughter, music loud, having the best time ever."

MUTHA was born from a mother's instinct — the refusal to accept anything less than what actually works. That same standard applies to how we talk about care, about women, about the relationships that shape us.

Mother's Day is loud. It's heart emojis and pink everything and last-minute orders. We wanted to do something quieter and more lasting: create space for real stories. Not polished. Not campaign-y. Just honest.

Because the most important things our mothers gave us weren't things at all. They were the phrases, the habits, the gestures — the MUTHA-ISMS — that we carry without even knowing it.

Follow along @mutha for the full series

Happy Mother's Day.

From all the MUTHAs at MUTHA.