Joolz launches “The Parents’ Refuge”

A new global survey reveals that 8 out of 10 parents feel stressed. Joolz responds with a new platform that celebrates real parenting — not perfection.

Having kids is the best thing in the world. True. But it’s also the hardest.
Because behind every adorable smile there are sleepless nights, endless laundry piles, and that nagging feeling of never doing enough.
A new Joolz-commissioned study with over 2,000 parents worldwide confirms it: 84% experience parenting-related stress, and 73% often feel inadequate. The takeaway? Parenting is wonderful — but it’s far from easy.

That’s why, for World Mental Health Day, Joolz has launched The Parents’ Refuge – an online and offline space designed to connect parents, share real stories, and support each other through the ups and downs of daily life. A space where the keyword is “realness,” not perfection. Where you can talk about sleepless nights, financial worries, emotional overwhelm, and even the pressure of social media.
But also about resilience, community, and small everyday wins. As one parent said: “Sometimes, just feeling seen and not judged makes all the difference.”

Through articles, expert advice, and community events, the platform follows three key stages — prenatal, newborn, and “parenting unlocked” — helping moms and dads navigate reality with honesty and humor.

As Irene Muller, Global Marketing Director at Joolz, explains: “Parenting is often portrayed as a walk in the park, but it’s far more complex. The Parents’ Refuge offers a counter-narrative — supporting parents through every messy, beautiful moment, because a strong start changes everything.”
After all, the best kind of parenting isn’t perfect. It’s real.