Standards
Our Mission
We’re on a mission to make your life easier by simplifying the products you use to care for your little one. And we’re committed to being transparent in every aspect of our product and development. Because we believe that doing things the right way—no matter how long it takes or how much it costs us—is the only way to create a better world for our kids and yours
Our Values
We Design for Little Ones
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.
We Make Life Easier for Parents
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 Choose Transparency
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 Continue to Learn
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.
We Redefine “Good Enough”
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.
The Strict Body Care Standards Set by Whole Foods
Only Safe Ingredients According to The Cosmetics Ingredient Review
Discover kids hair care products that picky parents trust to style baby hair that looks good in photos and on the go.
- 100% plant-based
- Vegan
- Non-GMO and hypoallergenic
- No soy, gluten, peanut, or dairy
- No phthalates, parabens, dyes, or sulfates
- Cruelty-free
