TikTok Star Alex Madison Embraces Hope Again With Rainbow Baby Announcement

23 June 2025

Jon Bouffard (left) and Alex Madison (right) in January 2024. Credit : Gregg DeGuire/WireImage

TikTok creator and podcast co‑host Alex Madison announced with heartfelt joy that she and husband Jon Bouffard are expecting a baby, nearly one year after the heart‑wrenching loss of their son at 26 weeks’ gestation in June 2024. In a deeply personal TikTok video, Madison, 32, walked gracefully in a flowing yellow dress before revealing her baby bump and an ultrasound photo, as Bouffard, 37, held her close in a moment bursting with anticipation and relief.

The couple’s journey has been one of pain and perseverance. In June 2024 they publicly mourned the passing of their son, Leo Grey, after an emergency loss during the late stages of pregnancy. Their statement expressed profound grief: “There are no words that can truly capture the depth of this pain. Nothing can prepare you for this. Our hearts will never be the same.” Madison added that she would “carry [Leo] in our hearts for a lifetime”

Following the loss, Alex and Jon leaned into their signature brand of authenticity and dark humor to cope, creating heartfelt skits that resonated with viewers navigating similar experiences. On Keke Palmer’s podcast, Alex revealed that humor helped them “truly… never gonna come up for air” until they laughed together, a coping mechanism that had become a form of healing.

Their new pregnancy marks a beacon of hope after sorrow, a rainbow baby on the horizon following the storm of loss. Fans flooded the comments on Alex’s announcement video with messages like “literally sobbing” and “praying for a safe pregnancy,” underscoring the depth of community connection that comes from sharing such vulnerability.

For corporate observers and marketing professionals, Alex and Jon’s trajectory provides a powerful case study in influencer authenticity. They have navigated grief and joy transparently, transforming personal trauma into communal engagement. From loss to laughter and now to renewed expectancy, their narrative arc exemplifies how resilience when shared can build deeper emotional bonds with audiences.

In the world of branded content and social media storytelling, such vulnerability offers measurable impact. Engagement metrics on Alex’s platforms surged not only during the initial loss but again with this announcement. Gen Z and Millennial audiences, who value genuineness over gloss, respond strongly to narratives that balance pain with hope.

The couple’s trajectory also reflects changing influencer economics. Brands increasingly seek partnerships with creators who resonate on emotional as well as aspirational levels. Alex’s journey through tragedy, healing and now new life positions her as more than a lifestyle voice. She’s a presence whose lived experience amplifies relatability, credibility, and audience loyalty.

Meanwhile, advertisers should note the marketing halo effect the new pregnancy announcement may unlock collaborative opportunities in maternal health, family services, wellness products, and beyond. Brands with alignment to mental-health focus, parenting resources, or pregnancy wellness could find authentic, heartfelt integration points.

Looking ahead, the couple is set to share updates as the pregnancy progresses. Madison’s openness suggests her content roadmap could include reflections on prenatal care, maternal mental-health strategies, and balancing career demands with family growth. Their narrative suggests an expanded content vertical, less comedy, more life‑transition storytelling.

If earlier stages triggered meaningful community response, this new chapter may deepen bonds. A growing audience that held space for shared grief may now become part of their renewed journey, celebrating milestones like gender reveals, nursery prep, and baby bonding.

That kind of emotional continuity is rare in influencer marketing. Alex and Jon have moved from presenting idealized vignettes to embodying the spectrum of lived experience: heartbreak, humor, healing and hope. Their platform now carries gravity and gravity’s connective power.

For marketers, their story underscores the value of long-form storytelling and emotional arcs in building meaningful audience engagement. For audiences, it offers proof that human transparency can transcend performer status, it forges genuine connection.

As they await the arrival of a new baby, Alex Madison and Jon Bouffard stand as a reminder that even in public life, personal trials when shared can become powerful testaments to strength. And in this emerging chapter, they invite us all to witness the renewal of hope and the promise of new beginnings.