Campaign watch: Molly-Mae brings daughter Bambi into first brand campaign with Unilever

Molly-Mae Hague has fronted countless brand campaigns — but her latest marks a first: partnering with her daughter Bambi for Unilever’s Persil and Comfort “Pure Heaven Scent” launch.

The campaign, shot partly at Hague’s home in Manchester, positions the former Love Island star within the growing “mumfluencer” category while maintaining her hallmark clean, minimalist aesthetic. For Unilever, the casting ties one of the UK’s most bankable influencers to household staples, bringing cultural relevance to categories usually marketed through traditional advertising.

The move reflects a wider industry trend: influencers are increasingly leveraging their family lives as part of their commercial identity, creating opportunities for brands to tap into authenticity, intimacy, and intergenerational storytelling. While some fans celebrate the relatability, family-led campaigns also spark debate around boundaries, privacy, and the ethics of featuring children in paid partnerships.

For creators, Hague’s deal illustrates both the opportunities and complexities of this space. Major FMCG brands are willing to invest in influencer-led family campaigns that can run across digital, social, and in-store — provided the content feels authentic and brand-safe. But it also shows how family becomes part of the brand, raising the stakes for transparency and audience trust.

Bottom line: Hague’s Unilever partnership demonstrates how influencer marketing is reshaping even legacy categories like laundry and fabric care — and signals that “mumfluencers” are increasingly being courted by big FMCG.