Skip to main content
coconut oil ingredient

All of our ingredients play a key role in making products that are gentle for your baby’s sensitive skin, hair, and eyes. It’s important for you to know exactly 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 the gentlest baby products in the world. That’s why we have developed a thorough process to guarantee 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 the gentlest baby products in the world for more than a century.

  • 1. Sourcing Raw Materials

    Diamond icon

    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.

  • 2. Assessing Ingredients

    Molecule icon

    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.

  • 3. Clinical Evaluation & Testing

    Pipette icon

    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 included information on a wide variety of formula reactions that help inform every new formula we make.

  • 4. Real Life Use

    Chart icon

    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.

  • 5. Ongoing Evaluation

    Circular arrow icon

    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.

aloe vera plant

Find out more about the standard we use for natural ingredients.