Shameless Media launches inaugural Census with Mixa

Shameless Media has launched its inaugural Census, an anonymous research initiative focused on pregnancy, postpartum and early parenthood among Australian women.

The research will inform the media company’s new parenting podcast, set to launch later this year. The Census is supported by skincare brand Mixa as part of a new commercial partnership.

Census to inform parenting expansion

The Census was developed by Shameless Media co-founders Zara McDonald and Michelle Andrews following their own experiences of pregnancy and early motherhood.

The survey is designed to capture women’s experiences across trying to conceive, pregnancy, postpartum and decisions not to have children.

“We have always said Shameless Media’s strength is how connected and engaged our community are with the content we put out. There are very few media companies in Australia that have the kind of direct, trusted relationship with their audience that allows them to ask thousands of people what they’re thinking, feeling and experiencing - and have them genuinely want to tell us. It gives us a rich, real-time understanding of our community that goes far beyond traditional audience data," McDonald said.

Andrews said the findings would directly influence Shameless Media’s parenting content.

"As we build out our parenting pillar, the Census will directly influence the stories we tell, ensuring the content we create is inspired by our community and reflects the mood of the room: Where are Australian women feeling shame? Joy? How are they feeling about their relationships? Their sex lives? Our community is at the centre of everything we do, and there's no better example of us living that out than with the Shameless Media Census."

Mixa signs nine-month partnership

Mixa has also signed a nine-month agreement to become Shameless Media’s exclusive skincare partner.

Shameless Media chief commercial officer Rhiannon Joyce said: “Mixa and WPP backed what we were building in the parenting space from the very beginning - before there was a name or hosts attached. As the concept took shape, they quickly emerged as the right launch partner. We have since signed Mixa as our exclusive skincare partner for 9-months, and are excited to help build their advocacy and awareness in the Australian market.”

Mixa launched in Australia in 2025.

Alice Hansen, Brand Business Lead, for new CPD Brands at L’Oréal said: “With over 100 years of French skincare heritage, Mixa is now bringing its trusted sensitive skin formulas to households across the globe. Following its Australian launch in 2025, partnering with Shameless Media's highly anticipated parent pillar was a natural opportunity to build that same connection with local families”

Shameless Media launched in 2018 and has recorded more than 160 million listens across its podcast network, alongside 1.9 million social media followers.