Jenny Knopinski snapped these photos of the new Safeway brand of baby care products, Mom to Mom.  The branding of the product as “for moms, by moms” is another great example of the way that mothers are held responsible for childcare, while fathers are simultaneously excluded from the sphere altogether.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.