CLEAN

Our formulas are designed with ingredients to ensure the right balance between efficiency, safety and responsibility, producing formulations that are more restrictive than regulations in the US, Canada, EU and beyond.

VEGAN

We are vegan meaning that none of our products, packaging, formulas or ingredients contain animal derivatives or animal-by-products.

HYPOALLERGENIC

We formulate with carefully selected naturally-derived ingredients and botanicals to minimize allergy reactions and ensure only the most gentle care for babies and kids of all ages.

PEDIATRICIAN-TESTED

Our baby-loving formulas are extensively tested with the support of pediatricians to ensure we address babies' and kids' specific needs and take extra care of delicate hair and sensitive skin.

TEAR FREE

We performed eye irritation testing on our Gentle Shampoo, Gentle Conditioner and Bubble Bath for babies and kids of all ages to make the best of bath time without any tears.

CRUELTY FREE

We make skincare and makeup with love, for all. None of our products or formulas have or will ever be tested on animals.

PARABEN FREE

We formulate without parabens, a controversial preservative widely used in the cosmetics industry, because your safety and health is our priority.

GLUTEN FREE

We formulate without gluten-derived ingredients. While not proven to cause a reaction in those with gluten sensitivities, this is an extra commitment we take to be mindful of everyone's preferences.