How Brands Are Taking A Plant-Based Approach To Baby Skincare
As more millennials become parents, the clean beauty movement for natural products and ingredient transparency is impacting baby care
Clean beauty has taken off among consumers who shop consciously for health and the environment. It has already manifested in products like chemical-free makeup and DIY skincare, primarily targeting women, but it’s poised to grow in baby care as more millennials become parents and take part in the $1 trillion that U.S. families spend annually on their kids.
Skincare manufacturers are leaning on plant-based and vegan ingredients, rather than conventional synthetics and chemicals, to create natural, safe products that appeal to an increasingly health-conscious consumer base yearning for ingredient simplicity. PSFK researchers explored a few examples:
Wellness brand Saje introduced a line of baby and maternity care products, called Saje Baby, made from plant-based ingredients. The Canadian retailer’s private-label line of essential oils and skin care products are 100% natural, non-toxic, hypoallergenic, and free of synthetic ingredients. Saje Wellness seeks to provide unique solutions to everyday ailments for both mom and baby by offering safe and effective products for the gentlest skin.
The beauty company Azafran Organics launched a line of all natural baby products that are made using only plant-based ingredients. Azafran’s products include massage oil, creams, body wash, shampoo and moisturizing soap, which are made with ingredients such as coconut, soya and olive oil. All the products are gentle and nourishing on the skin, providing customers with safe and hypoallergenic products that are free of parabens, sulphate and other harsh chemicals that can cause irritation and dry skin.
Health and beauty brand Babo Botanicals created a range of clean baby care products that are plant-based and made with a combination of plant actives and organic natural ingredients. The brand’s botanical and mineral-based products are made with a proprietary complex called Nutri-Soothe, which is a healing combination of organic calendula, chamomile, watercress, kudzu and meadowseet, nourishing the skin with vitamins, antioxidants and anti-inflammatories. Babo Botanicals is committed to providing customers with safe products that are free of sulfates, parabens, phthalates, synthetic fragrances, synthetic colors, dairy, gluten, soy, peanuts, almonds, walnuts and petrolatum oil. The products are also dermatologist tested, hypoallergenic and reef safe.
It makes sense that natural skincare brands should broaden or launch their products for the sensitive skin of infants. Increasingly, consumers who have grown particular about buying organic for themselves will seek out clean products and ingredient transparency for their children. For more on this subject, download the PSFK research paper A Natural Approach To Baby Skincare.
Lead Image: Saje