As a parent, you're committed to providing the very best care for your baby. And so are we. That’s why, for more than 100 years, we’ve been developing new products that are gentle and mild. Now, the JOHNSON'S® Brand family is proud to introduce JOHNSON'S® NATURAL®, an entirely new line of products, made of 98% naturally derived ingredients and carefully created with you and your baby in mind.

We listen to you

Developing any JOHNSON'S® Brand product takes years of research, review and testing. Importantly, this involves talking to moms throughout every phase of the process to better understand their needs.

We listen closely to you and thoughtfully study how you interact and bond with your baby. We use these insights to bring you just what you want — and need — for the everyday care of your baby. One of the things we’ve learned is that many of you want products made from naturally derived ingredients. And because we know that baby’s skin is very different than adult skin, some natural ingredients that are appropriate for adults are just not right for baby’s unique and still developing skin — like irritating essential oils.

Products designed for baby’s needs

That’s why we’ve carefully selected our naturally derived ingredients and evaluated them for safety. Each product in our JOHNSON'S® NATURAL® line has been developed specially for babies and thoroughly assessed for mildness to baby’s delicate skin, hair and eyes. Clinically proven mild, each product contains our ALLERFREE™ fragrance and is allergy and dermatologist tested. In addition, all JOHNSON'S® NATURAL® products are dye free and paraben free.

Our on-going partnership with pediatricians, pediatric dermatologists, midwives and nurses helps guide our new product development. Beyond these partnerships with health care professionals, we also turn to leading scientific experts around the world to gather valuable information on the latest discoveries, trends and technologies to bring innovation to our baby skin and hair care products.

Although JOHNSON'S® NATURAL® may not be the first natural product line for babies, we back ours with over 100 years of experience in developing products to meet baby’s special needs. Because we’re aware that not only does “natural” mean a lot of different things to different people, we also know that not all naturals are right for baby. That’s why we developed the first natural standard dedicated specifically to the special needs of infant skin — our BEST FOR BABY NATURALS™ Standard.

Next: How we hold our products to our BEST FOR BABY NATURALS™ Standard