The website has since expanded, growing into an online hub for women's news and opinion across many subjects, with over 100 different contributors creating content for the site.

[1] Freedman had previously worked for magazine publisher ACP as editor-in-chief of the Australian editions of Cosmopolitan, Cleo, and Dolly, but left the industry after growing tired of monthly deadlines in the modern 24-hour news cycle.

[3] The company launched an Australian variant of iVillage under licence from NBCUniversal in 2012 in an effort to attract advertisers across both sites through a larger combined audience.

[1][2] Following the launch, Freedman took on the title of publisher and editorial director for the wider business, while former political press secretary Jamila Rizvi became editor.

[5] Mamamia sought to further expand its audience in 2014 with the launch of The Glow – a health and beauty based platform designed primarily for mobile devices, headed by editor Alyx Gorman.

[9] Content from The Motherish, The Glow, and Debrief Daily would continue to be produced, but would be published via Mamamia in order to avoid fragmenting its audience across destinations.

The site underwent a major rebrand in August 2016, receiving a new logo and altered slogan, finalising the consolidation of the formerly separate brands into the single Mamamia website.

[11] The site appointed Rebecca Jacobs, a former NineMSN executive producer, as editorial and product director of the business – replacing de Brito's role.

A number of staff were made redundant after a decision to move the commercial operations of Spring St to Australia, leaving a team of four US-based writers to run the content on the US website.