Product Philosophy

Wellness made simple. We’ve developed products for sensitive skin that are safe and effective for you, your family and the planet. 

NATURAL AND ORGANIC DOESN'T AUTOMATICALLY MEAN SAFE AND GOOD.

Natural. Organic. Green. Clean. The truth is that there are many respected brands that market these buzzwords, and they mean something different to each one.  Our goal is to make sure our customers understand that natural and organic doesn’t automatically mean safe and good; that every ingredient should directly (and only) benefit the health of baby’s skin, or the safety and effectiveness of the formulation. 

Each ingredient needs to be “clean” and “compatible.”

In our opinion, “clean” is not enough.  Each ingredient needs to be “clean” and “compatible.”  Our formulations are made with biocompatible ingredients that young, sensitive skin can recognize and accept. In addition to biocompatibility, we focus on pH levels (which are different than adult pH levels) and safety, always making sure that ingredients are efficacious and each formula remains respectful of the skin’s natural acid mantle.  Equally important is what we leave out of our products.  We work to avoid known “toxins” and controversial synthetics, along with other ingredients believed to be linked to internal health disruption.

Nothing is more important than the safety and well-being of a child.

There is nothing more important than the safety and well-being of a child. We take the development of each and every product seriously. While every product is formulated to the highest standards, we understand that sometimes parents are looking for something very specific like fragrance-free, dairy-free, gluten-free, soy-free, vegan, and other exact categories related to known sensitivities. Look for these icons to identify products that meet your specific needs.