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HOW DO WE CALCULATE THE 90%?

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:

Why do we have the other 10%?

Some ingredients provide specific benefits:

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