Back-to-School is in Full Swing! Here’s 10 UK Mumfluencers Brands Are Betting On

Key takeaways:

• We analysed 10 UK mum influencers using Kolsquare data, including earned media value (EMV), engagement rates, credibility scores, and audience demographics.
• Standout names from the list include Sarah Turner (@theunmumsymum), Caroline Parker (@mummysflippinhouse) and Ashleigh Mogford (@cardiff.mum).
• Supermarkets and homeware brands lean on mumfluencers for back-to-school campaigns, linking family-first messaging with everyday products.

Who are the most famous mum influencers in the UK? Our methodology

The Kolsquare database contains data about every influencer with 5,000 or more followers on at least one of the major social media platforms, including Instagram, TikTok, YouTube, Facebook, X, or Snapchat.

Along with follower counts, we've added detailed insights for each influencer, including:

• Credibility score out of 100: Kolsquare's Credibility Score assesses the trustworthiness of an influencer's audience. The higher the number, the more real people are part of the community. Scores below 65 indicate that a substantial portion of the audience likely comprises inactive or fake followers.
• Engagement rate: This key metric indicates the level of connection an influencer has with their audience. It compares the number of interactions, such as comments, shares, and likes, on each post to the follower count to assess audience investment.
• Earned media value (EMV): Determine the budget for a KOL partnership by estimating how much the visibility gained from a collaboration would cost via traditional marketing channels. We provide EMV for Instagram posts and Reels.

For this list of mum influencers, we filtered the database to display only those who mention "mum" in their bio, have a substantial UK audience and a Credibility Score of 65 or higher.

The 10 top mum influencers on Instagram, YouTube, and TikTok

Here's our list of the top ten influencers creating social media content about life as a mum.

Sarah Turner (@theunmumsymum): London mumfluencer on Instagram and Facebook

Interests: Inspiration & Lifestyle, Family

Followers:

- Instagram: 404K

- Facebook: 743K

- Location: London, UK

- Location of the audience: UK (85%)

- Kolsquare Credibility Score: 89/100

Average engagement rate:

Instagram posts: 0.65% | Instagram Reels: 1.46%

Earned media value:

- Instagram Reels: €6.86K

- Instagram Posts: €18.9K

- Instagram Stories: €1.11K

What exactly does it mean to be a “mum”? That’s a question Sarah Turner addresses. Rather than selling an idealised figure (think endless positivity and an uncracked smile), she shares her honest experiences as a mum of three boys. 

This authenticity has made Turner a Sunday Times bestselling author. She has authored multiple books, including “The Unmumsy Mum” and “Stepping Up”, which tackle various topics such as motherhood, mental health and family challenges.

Two-thirds of Turner's audience is aged between 25 and 44 years old. She collaborates with brands, such as photo book producer Popsa and TV channel Sky. 

Caroline Parker (@mummysflippinhouse): Mum influencer, London

Interests: Inspiration & Lifestyle, Health and Wellness, Culture (Art, literature...), Family, Fashion & Accessories

Followers:

- Instagram: 530K

- TikTok: 892K

- Location: London, UK

- Location of the audience: UK (31%)

- Kolsquare Credibility Score: 79/100

Average engagement rate:

- Instagram posts: 0.65% | Instagram Reels: 1.46%

- TikTok: 2.48%

Earned Media Value:

- Instagram Posts: €6.86K

- Instagram Reels: €18.9K

- Instagram Stories: €1.11K

TikTok: €29K

Caroline Parker, aka @mummysflippinhouse, is a mum of three with a busy household that also includes two dogs. Parker hosts a podcast, “Don’t Touch It”, where she interviews guests about life, family and TV. Her humorous content shares a no-holds-barred vision of family life. 

On Instagram, Parker has collaborated with prominent brands in the homeware, cleaning, and food sectors, including Walkers, Shark, and Wayfair.

Ashleigh Mogford (@cardiff.mum): Welsh mum on Instagram

Interests: Beauty, Family, Inspiration & Lifestyle, Fashion & Accessories, News & Trends

Followers:

- Instagram: 646K

- TikTok: 23.5K

- Location: London, UK

- Location of the audience: UK (31%)

- Kolsquare Credibility Score: 79/100

Average engagement rate:

- Instagram posts: 1.44% | Instagram Reels: 1%

- TikTok: x

Earned Media Value:

- Instagram Posts: €16.3K

- Instagram Reels: €19K

- Instagram Stories: €1.77K

- TikTok: €29K

“Girl mum”, Ashleigh Mogford shares her day-to-day life as a mum of three girls. But it’s not all gritty realism with Mogford. Her content shows the family running through a field at sunset, sitting on a bench in summer dresses and taking snaps on the beach.

Mogford also takes the time to laugh. In one reel, she acts as a spy, rolling across the kitchen floor to the James Bond theme song, acting out the challenge of getting kids to eat vegetables.

But there is also honesty. She shares about her nerves wearing thin, regrets and the challenges of taking kids on holiday. It’s honest, funny—and a little wistful. She has recently collaborated with Amazon, supermarket Aldi and dairy alternatives producer Alpro. 

Amy Scott (@Rileykayscott)

Interests: Family, Inspiration & Lifestyle, Food & Drinks, Humour

Followers:

- Instagram: 326K

- TikTok: 3.8M

- Location: Cardiff, UK

- Location of the audience: UK (47%)

- Kolsquare Credibility Score: 79/100

Average engagement rate:

- Instagram posts: 2.03% | Instagram Reels: 1%

- TikTok: 0.55%

Earned Media Value:

- Instagram Posts: €10.4K

- Instagram Reels: €5.3K

- Instagram Stories: €891

- TikTok: €26.2K

Amy Scott is the mother of two daughters, Riley and Bonnie. Scott’s content shows them going on shopping trips, having photo shoots and visiting Disneyland. This mega-influencer’s content is practical, showing the day-to-day of family life rather than baring it all.

The majority (81%) of Scott's audience is between 18 and 34 years old. She has recently tagged brands like Disney UK and Bottlebottle.

Casey Major-Bunce (@majormumhacks)

Interests: Inspiration & Lifestyle, Food & Drinks, Fashion & Accessories, Family, Beauty

Followers:

- Instagram: 730K

- TikTok: 236K

- Location: London, UK

- Location of the audience: UK (51%)

- Kolsquare Credibility Score: 86/100

Average engagement rate:

- Instagram posts: 0.4% | Instagram Reels: 0.66%

- TikTok: 0.35%

Earned Media Value:

- Instagram Posts: €11.7K

- Instagram Reels: €12.2K

- Instagram Stories: €2K

- TikTok: €5.31K

Parenting is hard—Casey Major-Bunce knows that. Her social media presence is all about saving “time money and sanity”. There are tips for Halloween hair, sticky toffee apple twists and “home camping”. The hacks mostly take shape as Instagram reels, but she also channels her creativity into her podcast and books. 

Major-Bunce also shares those clarity-inducing life updates, such as the pros and cons of adopting a dog into the family. The majority (89%) of her audience is women. Half are aged between 25 and 34.

Lateysha Grace (@lateysha_grace): Welsh influencer and single mum

Interests: Reality Shows, Music, Inspiration & Lifestyle, Family

Followers:

- Instagram: 1M

- TikTok: 287K

- Location: London, UK

- Location of the audience: UK (42%)

- Kolsquare Credibility Score: 69/100

Average engagement rate:

- Instagram posts: x | Instagram Reels: x

- TikTok: 0.83%

Earned Media Value:

- Instagram Posts: €10.5K

- Instagram Reels: €3.65K

- Instagram Stories: €2K

- TikTok: €4.26K

Lateysha Grace is a Welsh TV personality, known for her time on MTV’s The Valleys, Big Brother and Celebrity Ex on the Beach. 

The mother of three frequently shares content about her young family on her social media accounts, alongside body positivity, self-care tips and fashion looks. 

She also shares insights into her holidays and routine. She calls parenting “a colourful, messy mix,” and she always stays authentic—negativity and all. 

Grace is a Fashion Nova ambassador. Almost half (49%) of her audience is aged between 25 and 34. She’s also written an autobiographical book, “Valleyhood.”

Romina (@yummy_little_belly)

Interests: Food & Drinks, Inspiration & Lifestyle, Family, Health and Wellness

Followers:

- Instagram: 1.61M

- Location: London, UK

- Location of the audience: UK (61%)

- Kolsquare Credibility Score: 86/100

Average engagement rate:

Instagram posts: 0.12% | Instagram Reels: 0.62%

Earned Media Value:

- Instagram Posts: €17.4K

- Instagram Reels: €50.3K

- Instagram Stories: €3.2K

Italian mother of two, Romina, knows her way around a recipe. Now living in London, the influencer shares simple snack ideas and recipes that little ones love on her social media account. On trips back to Italy, she becomes a travel blogger, sharing great spots to visit. 

Romina has also written a cookbook, "Yummy Little Belly," to help parents transition from processed to homemade food. Often, the snapshots into her life are ads. She has recently collaborated with rental company Babonbo Baby and camera brand Insta360. Over half (59%) of her audience is aged between 25 and 34 years old. Almost all (98%) of her followers are women. 

Emily Norris (@mrsemilynorris): YouTube, Instagram, and TikTok influencer

Interests: Travel, Inspiration & Lifestyle, Beauty, Family

Followers:

- Instagram: 370K

- TikTok: 242K

- YouTube: 889K

- Location: Essex, UK

- Location of the audience: UK (54%)

- Kolsquare Credibility Score: 81/100

Average engagement rate:

- Instagram posts: 0.86% | Instagram Reels: 0.47%

- TikTok: 0.6% 

Earned Media Value:

- Instagram Posts: €7.23K

- Instagram Reels: €5.9K

- Instagram Stories: €1.01K

- TikTok: €5.97K

Mum of three, Emily Norris, shares real content, admitting to the things she thought she would never do as a parent, but now does. 

The British-Canadian influencer is based in Essex. She keeps the content upbeat, with fast-paced audio tracks that accompany honest revelations. Her career began on YouTube in 2014; since then, she has developed strong profiles across various platforms. She also co-hosts a podcast with her husband, Matt Norris, titled “What They Don’t Tell You (But We Will!).” 

On her social media accounts, Norris has collaborated with National Rail and Disneyland Paris. 

Danielle Edney (@daniellearmstrong88)

Interests: Beauty, Travel, Reality Shows, Inspiration & Lifestyle, Fashion & Accessories, Family

Followers:

- Instagram: 1.33M

- Location: London, UK

- Location of the audience: UK (81%)

- Kolsquare Credibility Score: 77/100

Average engagement rate:

Instagram posts: 0.93% | Instagram Reels: 0.75%

Earned Media Value:

- Instagram Posts: €25.2K

- Instagram Reels: €24.4K

- Instagram Stories: €2.65K

The Only Way is Essex star Danielle Edney is all about empowerment and family. That family includes her husband and two children, Orla and Una.

Edney shares everyday content, such as her morning routine with her family. She also shares expert advice about self-care, from going to bed earlier to stopping body comparisons. 

Edney is the CEO of Danni’s Body Goals, a wellness brand that offers weight loss plans and supplements. She has collaborated with beauty brands, including Iconic London, and toy retailer Smyths Toys.

Inked Bone (@inked_bone): TikTok mumfluencer

Interests: Inspiration & Lifestyle, Culture (Art, literature...), Family, Photography, Entertainment (cinema, TV...)

Followers:

- Instagram: 92K

- TikTok: 595K

- Location: London, UK

- Location of the audience: UK (33%)

- Kolsquare Credibility Score: 70/100

Average engagement rate:

- Instagram posts: 3.49% | Instagram Reels: 1.33%

- TikTok: 1.12%

Earned Media Value:

- Instagram Posts: €4.39K

- Instagram Reels: €1.89K

- Instagram Stories: €184

- TikTok: €5.92K

Tattooed mum, Inked Bone, calls her family “The Alt Family”. That fits her style, which features black dresses, fishnet tights and a splash of skull print.

While her approach to life is alternative, her content covers many common mumfluencer topics: healthy meal plans, fashion hauls and “things her kids will never say”. She also speaks candidly about her mental health struggles and raising a child with autism. 

She has recently collaborated with her local restaurant, Bambu Vietnamese. 

Brands running successful back-to-school campaigns

Let's explore two brands making an impact with mumfluencers in the UK.

Case Study #1: Asda reaches mums with easy back-to-school snacks

Low-cost supermarket Asda has been collaborating with micro-influencer Unzela Khan Sheikh (@unzela, 53.4K followers, TikTok) to establish itself as a budget-friendly staple for families.

One post showed a “mum hack” snack plate of toddler-friendly nibbles styled to look effortless and practical. The campaign played into parents' priorities: convenience and affordability. Another video highlighted the value of mum-daughter shopping trips and the products available at Asda's Baby event. 

Over the course of six months, the partnership delivered 14 pieces of content, generating an estimated €175K in EMV and an average TikTok engagement rate of 7.98%, well above industry benchmarks. For Asda, it was proof that consistency with the right influencer builds both credibility and measurable ROI.

Case Study #2: Smiggle UK generates awareness with low-cost tactics

Smiggle, the Australian stationery and accessories retailer, tapped into parent influencers to push its colourful, kid-friendly products in the UK.

The campaign leaned heavily on gifting. Aimee (@elijahmama.bear, 17K followers, Instagram) shared Smiggle items as everyday family wins, while another influencer account, Just a Normal Mum (@justanormalmum_, 31K followers, Instagram), posted a photo of her child proudly wearing a Smiggle backpack. The brand also partnered with the Diana Award, an anti-bullying charity, giving the content an additional values-driven edge.

Much of the campaign showed children using the products, a sensitive area in advertising that carries reputational risks if not handled responsibly. Still, the results were strong. Smiggle achieved over €30K EMV, with reach extending into the hundreds of thousands. For a campaign that cost little more than postage and product, the return was significant.

"Momfluencers" meaning broken down

A mumfluencer (or momfluencer) is simply an influencer who creates content centred on family life. That often includes parenting hacks, kids’ routines, budget-friendly shopping or family outings.

Not every post has to be about their children, but some of their online identity is tied to motherhood and family. 

More mum and dad influencers: Laura Ann Bar, Dadvgirls and more

Parenting isn't all about mums. Here are some additional influencers, including fathers, with strong social media presences:

• Dad V Girls (@dadvgirls, 1.7M subscribers, YouTube): Joel & Sarah Conder share family-friendly vlogs, challenges, routines, and DIY content. 
• Lauren Ann (@all.thats.pretty, 349K followers, Instagram): UK mumfluencer sharing family life, motherhood content and relatable parenting moments.
• Louise Pentland (@louisepentland, 3.7M followers, Instagram): UK motherhood and lifestyle content creator. Well-known influencer with two children who shares content about parenting, lifestyle and well-being.
• Chloë Lauren (@chloe_lauren_xx, 185K followers, Instagram): UK mum of four, including twins, creates content largely around home, family and lifestyle. 

These parent influencers are a great fit for influencer marketing campaigns directed at parents.