There is no regulatory definition of “Natural” so we sought out to exceed the top standards in the world.
We follow the only independent international standard for naturals in cosmetics— the International Organization for Standardization (ISO).
According to the ISO, “natural origin” refers to ingredients that are more than 50% from natural sources, such as plants or minerals.
Based on that definition, over 90% of the ingredients in our washes, lotions, and shampoos, are of natural origin. (That’s average cumulative volume, including water.)
Natural ingredients aren’t always safe for baby in their natural form.
So before we add them to our baby products, we put them through a series of steps in order to: