Did you know your baby’s skin is 20-30% thinner than yours? That means everything you put on your baby’s skin absorbs quickly into their bloodstream. We’re committed to only using ingredients that are safe to use on your baby each and every day.

As parents ourselves, we know how difficult it is to make sense of confusing labels in the search for products that are safe for our families. It’s impossible to shield our families from every toxin in the world, but we make it a little bit easier by creating care products that are safe for everyday use.

We aren’t required by manufacturers or even the FDA to disclose every ingredient and its purpose, but we choose to do it anyway. Transparency will always be part of our DNA, because we believe you deserve the right to know exactly what you’re using when you care for your little one.

We are continually researching ingredients and partnering with the country’s top chemists to create pure, plant-based products that nourish your little one. We’ll never stop learning from the latest research and your feedback to bring you products that are safe, effective, and easy to use.

Many people tried to tell us that creating mostly natural products with only a few synthetic preservatives would be “good enough.” After all, that’s what most companies do. But we’re redefining good enough and only designing products that are truly safe and pure—even if it takes us longer or costs us more money to do it.