If you are anything like me, you won't believe what they say until one day you blink and your baby is no longer so small.
Those precious milestones seem to pass by in an instant.
All the firsts, smiles, steps, words.
The scribbles pictures that won't make sense to others but mean the world to you.
It was only last week when my 4 year old Gracie had her first day at school and this Tuesday just gone my youngest daughter, Layla started play school.
And of course it isn't just the big events, it's the smallest moments that can be the most meaningful.
Like cuddles.
This is something I think I have taken for granted at times.
Fairy Non Bio is proud to have seen millions of mums through every baby grow, every toddler's favourite party dress and then, all too soon, that first school uniform. So we understand how quickly this time passes and therefore the value of every precious cuddle.
As my children have grown older they have been less inclined to just sit and have a hug, so when the moment arises, I really do cherish it.
When Layla decides to have a rare nap on me, I find myself wishing for her to sleep longer, just so I can hold on to her for a while longer.
Fairy asked mums across the UK what they missed the most from when their children were younger and a quarter of them said it was those super soft kisses and cuddles.
A cuddle seems to have magical powers.
It manages to put a smile on someones face.
It can make a bad situation seem just that little bit brighter.
It simply lets a person know that you care.
And it is because of reasons like these that Fairy Non Bio wants all of you to embrace the Power of Soft. Just check out Fairy Non Bio's video below, titled The Softest They'll Ever Be.
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