Highlights• AP-2g-deficient mice exhibited repressed ductal outgrowth and regenerative capacity• Loss of AP-2g reduced the number of mammary stem and luminal progenitor cells • AP-2g target genes, including C/EBPb, IkBa, and Rspo1, regulate mammary development • AP-2g is required for maintenance of pluripotent mammary stem cells eTOC blurb Gu, Cho and colleagues utilized a conditional knockout of Tfap2c to examine transcriptional effects of AP-2g on mammary stem cells. Single cell analysis demonstrated that AP-2g-deficient mice have decreased numbers of mammary stem cells and alteration of genes required for mammary development including C/EBPb, IkBa, and Rspo1. They demonstrate that AP-2g is necessary for maintenance of pluripotent mammary stem cells.