Bethenny Frankel Teams Up with Thayers to Celebrate Moms and Find Their Chief Mom Officer

Bethenny Frankel, the businesswoman and former Real Housewives of New York City star, is leveraging her influence and savvy to champion mothers through a unique partnership with Thayers, the beloved skincare brand known for its organic beauty products and, in particular, its iconic witch hazel toners. Frankel, who has cultivated a massive following of 2.8 million on TikTok through her engaging content and honest product reviews, is collaborating with Thayers to find the brand’s first-ever Chief Mom Officer (CMO), highlighting the significant role mothers play as the original skincare influencers.

Frankel’s transition from reality TV personality to respected beauty influencer is a testament to her sharp wit, unfiltered honesty, and charismatic personality. She’s become a trusted voice for her followers, offering her perspective on viral trends and product recommendations. Her appreciation for quality products, including her well-documented fondness for chicken salad, aligns perfectly with Thayers’ commitment to effective and accessible skincare.

The collaboration between Frankel and Thayers emphasizes the importance of recognizing and celebrating mothers. The Chief Mom Officer role is designed to acknowledge the immense impact mothers have on their families’ lives and, importantly, their skincare routines. Thayers is acknowledging that moms often are the first people to introduce their children (and even partners) to basic skincare, a point of access that shapes their habits for life.

In a recent interview, Frankel discussed her longstanding relationship with Thayers, stating, "I’ve been using Thayers for years—it was the first brand that I ever associated with witch hazel. It’s drugstore and affordable but it looks very elite and rich." This quote encapsulates the appeal of Thayers: a brand that delivers quality skincare at a reasonable price point, making it accessible to a wide audience. Frankel also expressed her enthusiasm for the collaboration, stating that the opportunity to celebrate mothers was an "absolute yes."

Frankel’s personal summer skincare routine includes essential Thayers products, such as the Thayers Alcohol-Free Rose Petal Witch Hazel Facial Toner and Thayers Blemish Clearing Acne Pads. These products highlight Thayers’ focus on using natural ingredients and effective formulas to address common skin concerns.

Beyond her love for Thayers, Frankel shared some of her other summer must-haves, including a Kusshi Makeup Bag and an Infrared Hair Brush. These selections reflect her practical yet stylish approach to beauty and lifestyle.

The Thayers campaign, announced ahead of Mothers Day 2025, is actively seeking applications for the Chief Mom Officer role. The deadline for submissions is Friday, May 16. The chosen CMO will have the unique opportunity to sample Thayers products and enjoy a "power lunch" with Frankel herself.

Frankel elaborated on what the one-on-one meeting with her would entail, stating, "Everything. No topic is off limits. Skincare, business, money, motherhood, mental health, relationships, reinvention—I want to know what lights you up and what’s keeping you up. It’ll be a strategy session, a business brainstorm and a little bit of therapy—with a side of an amazing meal, obviously." This promises a truly enriching and insightful experience for the selected Chief Mom Officer.

Thayers’ success is largely attributed to its wide range of organic skincare products featuring witch hazel, a natural ingredient known for its ability to address skin concerns like acne and oily textures. Witch hazel is a natural astringent, meaning it helps to tighten pores and reduce inflammation. It’s a key ingredient in many of Thayers’ products, making them effective for a variety of skin types.

The Chief Mom Officer campaign is a strategic move by Thayers to connect with its target audience on a deeper level. By celebrating mothers and their influence on skincare routines, Thayers is solidifying its position as a trusted and relatable brand. The partnership with Bethenny Frankel, a successful businesswoman and relatable figure, further amplifies the campaign’s reach and impact.

The initiative reflects a broader trend in the beauty industry towards authenticity and inclusivity. Consumers are increasingly seeking out brands that align with their values and understand their needs. By acknowledging the role of mothers as skincare influencers, Thayers is tapping into this trend and building a stronger connection with its customers.

The collaboration also underscores the power of influencer marketing. Frankel’s large and engaged following makes her an ideal partner for Thayers. Her endorsement of the brand carries significant weight, driving awareness and sales.

Frankel’s success story, from reality TV star to successful entrepreneur and influential voice, is an inspiration to many. Her ability to connect with her audience on a personal level has been key to her success. Her partnership with Thayers is a natural extension of her brand, aligning her with a company that shares her values of quality, accessibility, and authenticity.

The selection of the Chief Mom Officer will undoubtedly be a highlight of the campaign, with the lucky winner gaining valuable insights and mentorship from Frankel. This unique opportunity will not only benefit the individual chosen but also provide Thayers with valuable feedback and perspective from its core customer base.

The Thayers and Bethenny Frankel collaboration is a win-win situation. Thayers benefits from Frankel’s influence and reach, while Frankel has the opportunity to champion a brand she genuinely believes in and celebrate the often-unsung heroes of skincare: mothers. The campaign is a testament to the power of authenticity, inclusivity, and the enduring influence of mothers.