When it comes to natural baby care,

a few questions are only natural.

And with over 100 years of baby care experience and growing, the JOHNSON'S® Brand is committed to keeping parents and caregivers informed about the very best in natural baby care.

Your questions, answered

General Questions

Q: What are the specific products featured in the JOHNSON'S® NATURAL® product line?

The line includes five products for babies and kids, with a combination of at least 98% naturally derived ingredients, our first-ever naturally derived NO MORE TEARS® formula, and our ALLERFREE™ fragrance, which is free from known allergens and rooted in natural ingredients. The products are dermatologist tested, contain no irritating essential oils and are dye free and paraben free. The collection includes the following products:

JOHNSON'S® NATURAL® HEAD-TO-TOE™ Foaming Baby Wash JOHNSON'S® NATURAL® Baby Lotion JOHNSON'S® NATURAL® Baby Shampoo JOHNSON'S® NATURAL® 3-in-1 Kids Shampoo, Conditioner & Body Wash JOHNSON'S® NATURAL® 2-in-1 Kids Hand & Face Foaming Wash

Q: What makes baby’s skin different from adult skin?

Among other important factors, your baby’s skin is thinner than your own, and contains less melanin.

 

Q: What is the JOHNSON'S® Brand position on the use of parabens and phthalates?

Parabens are the most widely used preservatives in personal care products. And though we have chosen to exclude them from our JOHNSON'S® NATURAL® line of products, clinical evidence confirms that parabens are safe for use in cosmetic/personal care products. In addition, parabens have been confirmed as safe by the European Commission, U.S. Food and Drug Administration and other regulatory and product safety authorities around the world.

DEP, the only phthalate used in our core baby products, has been extensively researched and confirmed to be safe by independent scientific review bodies in the U.S. and Europe. However, as part of our process of continuously updating our products, The Johnson & Johnson Family of Consumer Companies completed the worldwide phase-out of DEP in baby products late last year.

Q: What does the BEST FOR BABY NATURALS™ Standard mean?

Our JOHNSON'S® BEST FOR BABY NATURALS™ Standard means that our at least 98% naturally, clinically proven mild products contain only specially selected natural ingredients.

Our BEST FOR BABY NATURALS™ Standard also means that we ensure that our new natural product line meets or exceeds current industry standards.

Learn more about the BEST FOR BABY NATURALS™ Standard

Our Natural Ingredients

Q: Aren’t there natural preservatives you could have used that would make the product 100% natural?

In developing our JOHNSON'S® NATURAL® product line, we chose the most appropriate preservatives available to protect our clinically proven mild formulas. These preservatives: sodium benzoate and benzoic acid, are guaranteed to maintain product freshness and quality for its entire two-year shelf life.

Q: Does the JOHNSON'S® NATURAL® product line meet acceptable natural guidelines and standards?

In developing our new JOHNSON'S® NATURAL® product line, we did extensive reviews on other leading natural products in the baby care category to ensure that our products met or exceeded current industry standards.

Q: When it comes to my baby, what does natural really mean?

Natural means a lot of different things to a lot of different people. In fact, there are dozens of organizations dedicated to determining which products meet their standard of “natural”. But there is only one natural standard dedicated specifically to the needs of infant skin: the rigorous BEST FOR BABY NATURALS™ Standard, developed out of 100 years of trusted JOHNSON'S® Brand baby care expertise.

Q: Are all natural ingredients safe for my baby?

Some natural ingredients work wonderfully with delicate infant skin. But not all natural ingredients are safe for your baby. That’s why the new JOHNSON'S® NATURAL® line of products is specifically designed with your baby’s delicate needs in mind. We’ve carefully selected our naturally derived ingredients and evaluated them for safety. We’ve also clinically assessed each formula to ensure that it is mild enough for your baby’s delicate skin, hair and eyes. And we avoid any natural ingredient or additive that shows signs of being an irritant or allergen.

 

Q: How does JOHNSON'S® NATURAL® exceed the Natural Products Association* guidelines?

The standards created by environmental and ingredient advocacy groups like the Natural Products Association are designed to be broad enough to apply to a wide range of personal care products. The JOHNSON'S® Brand created the BEST FOR BABY NATURALS™ Standard using these standards as a starting point. Then we used our knowledge to provide additional layers of assurance that each product in our new line is both safe-and appropriate-for baby.

Our JOHNSON'S® NATURAL® ingredient list is more restrictive-there are some ingredients we just won’t use in our baby products. We applied our already high standards for baby product safety to our new natural line of products, using our rigorous and comprehensive processes. We also incorporated principles of environmentally sustainable design into our BEST FOR BABY NATURALS™ Standard, recognizing our long-standing commitment to reducing our environmental impact, such as supporting the growth and use of sustainable palm oil and our use of up to 60% Post Consumer Recycled (PCR) content in our bottles. Our BEST FOR BABY NATURALS™ Standard provides the most rigorous standard for natural baby care products on the market today.

Q: What is the fragrance in the new JOHNSON'S® NATURAL® product line? Is it a synthetic ingredient?

Our ALLERFREE™ fragrance is composed of naturally derived ingredients and is completely free of known allergens and irritating essential oils. The combination of our fragrance’s natural origin, our criteria for screening, and our final product evaluation makes it an ALLERFREE™ fragrance. This simple, naturally derived fragrance blend contains subtle white florals and powdery vanilla scents.

Q: Is your ALLERFREE™ fragrance a synthetic fragrance or a natural one? Can I tell if a fragrance is natural or synthetic just by looking at the label?

The ALLERFREE™ fragrance found in our JOHNSON'S® NATURAL® product line does not contain any synthetic ingredients. Our product formulations feature a combination of plant and fruit derived ingredients and our ALLERFREE™ fragrance, an allergen-free fragrance rooted in natural ingredients like fruit and vegetable oils and sugars. Unlike other natural products, the fragrance in our JOHNSON'S® NATURAL® line does not contain highly concentrated essential oils, which can be irritating to baby’s skin.

Product labeling guidelines simply require “fragrance” to be listed as an ingredient if a product contains a synthetically or naturally derived fragrance compound. The decision to purchase a fragranced product is based entirely on consumer preference. JOHNSON'S® Brand baby products include fragrance compounds selected for their proven safety record. All fragrances used in our products comply with the high safety standards established by the International Fragrance Association. These standards are developed based on the multi-disciplinary, scientific research that is independently conducted by the Research Institute for Fragrance Materials.

Q: When referring to ingredients, what does “naturally derived” mean?

All our natural ingredients come from a mineral, plant or fruit-based source—not from an animal or petroleum source. All ingredients in personal care products are processed to some degree, both for safety and for suitability of use in product formulations. The natural ingredients in our JOHNSON'S® NATURAL® product line originate from mineral, plant and fruit sources that are then combined to produce our gentle, clinically proven mild products.

How We Compare

Q: How is this product better than anything else on the market?

The JOHNSON'S® NATURAL® Brand is the first and only natural baby brand with 100 years of baby care experience. With 98% naturally derived ingredients and our BEST FOR BABY NATURALS™ promise, it’s a trusted, natural baby care product that’s not only effective and gentle, but affordable, too.

Q: How are the JOHNSON'S® NATURAL® products different from competitor products, such as Burt’s Bees®, AVEENO® Baby or California Baby®?

Our JOHNSON'S® NATURAL® product line is the only one with a combination of at least 98% naturally derived ingredients and over 100 years of baby care experience. Clinically proven mild and gentle for baby, the JOHNSON'S® NATURAL® product line is derived from plant, mineral and fruit ingredients. And unlike some other leading natural brands, it offers moms an affordable natural option for their babies’ skin care needs.

 

Q: How should a mom decide between the JOHNSON'S® NATURAL® product line and other classic JOHNSON'S® Brand products?

For those mothers seeking a natural solution to baby skin care, our JOHNSON'S® NATURAL® line contains our unique ALLERFREE™ fragrance and 98% naturally derived ingredients. And just like the rest of our products, the line boasts our CLINICALLY PROVEN MILDNESS® guarantee. So whether you choose JOHNSON'S® NATURAL® products or any of our other classic products, you can be sure that your baby’s skin, hair—and eyes, in the case of accidental splashes—are in good hands.

Q: Will the new JOHNSON'S® NATURAL® product line eventually replace existing JOHNSON'S® Brand baby products?

The JOHNSON'S® NATURAL® product line is an exciting addition to our trusted family of JOHNSON'S® Baby products, but is not meant to replace any of our other products.

Q: How does the JOHNSON'S® NATURAL® product line differ from the JOHNSON'S® SOOTHING NATURALS® products?

Our SOOTHING NATURALS® product line was formulated with 85% naturally derived ingredients, which included an exclusive blend of Vitamin E, olive leaf extract and skin essential minerals.The JOHNSON'S® NATURAL® product line represents an evolution of our natural baby care offering, as we strive toward 100% natural. This new collection consists of formulations containing at least 98% naturally derived ingredients, our first-ever naturally derived NO MORE TEARS® formula and our ALLERFREE™ fragrance, which is free from known allergens and rooted in natural ingredients.

Ethics & Environment

Q: Do JOHNSON'S® NATURAL® products contain palm oil?

Part of our commitment to reduce our environmental impact includes our support of the growth and use of sustainable palm oil. Although our usage of palm oil in our products reflects only a tiny portion of the worldwide consumption,The Johnson & Johnson Family of Consumer Companies has been a member of the Roundtable on Sustainable Palm Oil (RSPO) since 2006. We are committed to sourcing all oleo-chemicals containing certified sustainable palm oil by 2015 and report our progress annually to the RSPO.

Q: Are JOHNSON'S® NATURAL® products tested on animals?

Johnson & Johnson Consumer Companies, Inc. does not test products on animals.

 

Q: Do you use recycled materials in your packaging?

JOHNSON'S® NATURAL® products have up to 60% Post-Consumer Recycled (PCR) packaging.

Q: We’ve read that benzoic acid can be derived from animals. Is that the case for the benzoic acid used in the JOHNSON'S® NATURAL® product line?

The benzoic acid used in the JOHNSON'S® NATURAL® product line is synthetic and is not derived from animal sources.

Q: What is the JOHNSON'S® Brand doing to give back to the environment?

From using post-recycled materials to conserving energy and water in our production methods, the JOHNSON'S® Brand is committed to preserving the earth’s valuable natural resources.

Read on to see how we’re helping

Q: We’ve read that your packaging is made up of 60% post-consumer recycled materials. Why isn’t that percentage 100%?

The packaging for our JOHNSON'S® NATURAL® line of baby products is custom-designed for this line specifically. The packaging contains HDPE (High Density Polyethylene) and is made up of three separate layers.

When packaging products with HDPE, it is the practice of the JOHNSON'S® Brand to ensure that the innermost layer of the bottle (the part which comes in contact with the actual product) must be made from virgin (non-recycled) material. Doing so ensures that the purity of the inner layer is well controlled; however, at the same time, it also limits us to a maximum use of 60% post-consumer recycled materials.

Q: Why are there pumps on some of the bottles?

The JOHNSON'S® NATURAL® line of products was created to give moms an affordable, gentle and easy-to-use natural baby skin and hair care option. It was with this ease of use in mind that we decided to fit some of our new JOHNSON'S® NATURAL® products with easy pump dispensers.

In product trials conducted by the JOHNSON'S® Brand, moms significantly preferred to have pumps on several of our JOHNSON'S® NATURAL® products. For both foaming wash and lotion, the ability to dispense the product with just one hand was widely appreciated.