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How Do We Calculate the 96%?

There is no official regulatory definition of “natural”. So when defining our standard of natural, we follow the International Organization for Standardization (ISO)’s guidelines and definitions. According to them, “natural origin” refers to ingredients that are more than 50% from natural sources (i.e. plants or minerals).

Based on this definition, over 96% of our ingredients in our washes, lotions, shampoos and conditioners are of natural origin.

Why Not 100%?

Natural ingredients aren’t always safe for your baby or child in their purest, most natural form. So before we add them to our products, we put them through a series of steps in order to:

  • Remove Impurities

  • Improve Touch & Feel

  • Enhance Performance & Safety

  • Reduce Malodor or Discoloration

What About the Other 4%?

We may choose to use synthetic ingredients in our products for their specific benefits, including:

To Prevent Oxidation & the Creation of Free Radicals

Vitamins and antioxidants help to keep your baby’s skin safe.

To Help Sensorial Development (and Make Bath Time Fun)

Fresh fragrances are incorporated.

While there may be natural alternatives to the above, each comes with a trade-off. For example, some plant-based ingredients like essential oils often introduce higher levels of allergens.

Our Promise

At Johnson’s®, we’re dedicated to only using ingredients that pass our strict safety assurance process, that are verified by outside doctors, nurses, and scientists and that are tested by over 550,000 volunteers around the world.