Baby-safe is how we create, test, and improve our products. Between idea and reality we talk to parents, doctors, regulatory experts and scientists. We learn what we should and shouldn't do to make it safe and great. How does the product feel and smell (or doesn't)? How does it work and why? What ingredients will make it better? What which are unsafe or unnecessary? How can we can make it easy or fun and economical to use? We test and refine it. And once it's on the shelf it's never off our radar. We review ingredients, the latest studies, listen to your feedback and we're on the lookout for new and better ways to improve performance or safety. Just like our babies - we never sleep.
It goes without saying (but we'll say it anyway) we don't use toxic or harmful ingredients. But there's no generally accepted standard for "natural" and "safe" so we've come up with our own. All our ingredients are vetted by experts as safe to use around babies. Our "never use" ingredients come from Natural Product Standards, EU and US lists of ingredients to avoid (parabens, phthalates, known toxins, endocrine disruptors, carcinogens, etc.). Then the real parent test: "Is this something we'd confidently use around or on our own babies?" If it's on the shelf, the answer is "Yes." In the end, the best way for all of us to help babies develop and thrive is to focus on the yeses. How can we add value to you and your baby's world? How can we better nourish, protect, soothe, or clean? The answers are in ingredients like NeoNourish and Orange Blossom in our night time formulas to relax your baby. It's in soothing, calming ingredients like Colloidal Oatmeal, Olive Oil, Shea Butter, Aloe and Vitamin E. Our ‘do's’ mean our products aren't just safe, they're gentle, nourishing, moisturizing, cleansing, soothing, rash-reducing, healing, stain-removing, grease-cutting, clean-rinsing, broad spectrum, super-protective, absorbent and a really good value. So remember the don'ts - But don't forget the do's.
We test every product and ingredient for safety and efficacy (Does it rinse? Clean? Protect? Moisturize? Heal?) and our preservatives (Will it last, resist contamination, and is it safe?). We test for skin irritation (Human Repeat Insult Patch Testing if you want to get all technical) and eye irritation. We do SPF, Water Resistance & Broad Spectrum tests for our sun care products and Stability and Micro Contamination tests on all our formulas. That’s the short list. If you want to satisfy your inner chemistry nerd call our toll free number. Plenty of geeks on our end are standing by to talk!
As part of our ongoing commitment to add yeses to our products we’ve created an ingredient blend that's special enough to get its own little shout out. This 100% natural, cold-pressed seed oil blend is specifically made for the unique needs of babies’ 'work in progress' skin. It's a combination of oils from the seeds of Black Cumin, Tomato, Sunflower, Cranberry and Red Raspberry. They’re specially balanced to supplement your baby's natural skin defenses against the environment. You’ll find it in our products that come in the most direct contact with your baby’s skin. From lotions to bath products and even in our diapers. (Heck, we're tempted to put it all over ourselves.).