By  on August 19, 2005

NEW YORK — A trio of London-based mothers are out to prove that even during pregnancy, women can be hot mamas.

In October, Sian Sutherland, Tanya Kazeminy Mackay and Kathy Miller — managing director, marketing director and creative director, respectively — of indie brand Mama Mio will launch the line in the U.S. at Bath & Body Works, Web site mamamio.com and a host of to-be-determined specialty store doors.

The line's star product, Tummy Rub, was conceived when a pregnant Sutherland was attempting to find a product that would reduce the possibility of acquiring stretch marks. She worked with an aromatherapist to develop what became the line's first product — and promptly shared it with Mackay and Miller, whom she met in 1994. Among them, the women have seven children — and no stretch marks, claims Mackay.

"Women who spend thousands on their face often don't pay attention to their bellies, figuring that either they'll get stretch marks or they won't," said Mackay. "While there is a certain degree of genetics involved in getting stretch marks, if you keep the skin on your belly well moisturized, you at least reduce the chance that you'll get them."

For years, Tummy Rub was only available to expectant mothers who knew Sutherland, Mackay or Miller. But after whipping up countless batches for friends, the trio began seriously considering branching out with a more comprehensive collection, and the Mama Mio line was born. It now consists of six freestanding products and four kits, ranging in price from $18 to $35.

Freestanding products are Boob Tube, a firming bust treatment, $35 for 3.5 oz.; Tummy Rub, $30 for 4.1 oz.; Wonder Balm, a superhydrating blend of waxes, oils and butters, $25 for 1 oz.; Moisturizing Shower Cream, $18 for 10.5 oz.; Super-Rich Body Cream, $25 for 7 oz., and Massage Oil, $18 for 3.6 oz.

The kits are Congratulations, which includes the shower cream, the body cream and the Tummy Rub, $50; BBB (an acronym for the cheeky name Boobs, Bellies and Bottoms), which includes Tummy Rub, Boob Tube and Wonder Balm, $65; It's Time!!! Hospital Kit, which includes a candle, a facial spritz, a mini massage oil and Tummy Rub, $65, and Mini Mama Mio, which includes mini-bottles of Tummy Rub, Boob Tube, Wonder Balm, Super-Rich Body Cream and Moisturizing Shower Cream, $35.

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