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 irrita