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HOW WE CALCULATE THE 96%

Baby oil

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 96% 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:

Water droplet, hand, toy duck, nose and plant icons

A few reasons why we have the other 4%

We use the following in our products for their specific benefits:

Baby oil
  • Red bacteria Preservatives are critical to prevent mold and bacteria from growing and harming your baby.
  • pH icon Citric acid and sodium hydroxide balance the pH levels of our products
  • happy baby cartoon Skin conditioning agents help to soothe skin while hair conditioning and antistatic agents help prevent moisture loss and keep hair looking and feeling healthy.
  • Vitamin bottle Vitamins and antioxidants help keep your baby’s skin moisturized.
  • Bubble bath icon Fragrances help sensorial development and make bath time fun.
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