Our Ingredients
All of our ingredients play a role in making products that are gentle for your baby’s sensitive skin, hair, and eyes. It’s important for you to know what’s in the products you’re choosing for your little one, so we made an ingredient glossary just for you.
Our 5-Step Safety Assurance Process
We are committed to creating gentle baby products That’s why we have developed a process to ensure the safety and quality of our baby products. If a formula fails any step within the process, we go back to the drawing board. It’s how we set the bar for developing gentle baby products for more than a century.
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1. Sourcing Raw Materials
Safe products start with safe raw materials. That’s why we thoroughly vet every supplier and only accept materials from vendors that meet our rigorous quality and safety standards.
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2. Assessing Ingredients
The ingredient we receive must be assessed and meet the requirements for safe use in personal care products. We dig below the surface to evaluate impurities and review the latest findings from personal care, food and medicine studies.
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3. Clinical Evaluation & Testing
Once we create product formulas, we test them with volunteers in a lab setting. Our experts test for every likely issue, including skin and eye irritation. As a result, our safety database includes information on a wide variety of formula reactions that help inform every new formula we make.
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4. Real Life Use
We test for ways real consumers use our baby products. That starts with actually checking with you! But we also test our products in the lab under many scenarios- extreme heat, cold, humidity and more- to triple-check safety and consistency.
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5. Ongoing Evaluation
Our finished product is finally available in your local store, but our work isn’t done. In addition to watching for new information, we listen to your feedback, whether it’s via customer service call or a social media comment, and make updates when necessary so that every product we make is effective.
Independent reviews are important to us. In re-creating our formulas, we consulted with leading developmental experts, midwives, pediatric skincare experts, professional healthcare associations and fragrance experts. Independent experts from UL evaluated ingredients in our newly formulated products, and recognized our changes with improved product scores. See here.
The Science Behind Ingredient Safety
1. Preservatives
Preservatives are an essential part of baby and beauty personal care products. Without them, everyday products you’ve come to rely on could expire within weeks or even days. We only use preservatives with decades of safe use and support from the FDA and the American College of Toxicology.
2. Fragrances
Multi-sensory experiences, including scents, play a role in happy, healthy baby development. Less than 25% of the aroma compounds used in fragranced consumer products meet our strict safety standards and can be considered for our gentle baby products. Every fragrance we use is free of known fragrance allergens.
Our Standard for Natural
Find out more about the standard we use for natural ingredients.