Effective Products.
Backed by Science.
Non-Toxic.

We’re rebuilding children’s skincare for a new generation.

We care. A lot.

We couldn’t find clean, high-performing skincare products made specifically for children’s delicate skin. So instead of waiting for a solution, we built one. Sure, suppliers roll their eyes at us because we avoid irritants and allergens no one else does. When manufacturers tell us “no,” we persist. We keep pushing to create the purest possible products that work.

The best of the best.

In the past 20 years, skincare for grown-ups has advanced by leaps and bounds. We knew that same innovation could benefit babies and kids. So we built a dream team of Ivy League dermatologists, work directly with the world’s top suppliers, and use top-tier ingredients normally reserved for luxury brands.

 No Compromises.

We go beyond the standards of other brands. Beyond known harmful chemicals – sulfates, phthalates, parabens, synthetic fragrance – we have our own “never-ever list” of questionable ingredients. And because industry standards haven’t been updated in so long, we continuously examine emerging data to keep ahead of the curve.

How we do it.

Travel the Globe

Travel the Globe

We travel far and wide to find the best ingredients and make trusting relationships with our suppliers.

Obsess over Quality

Obsess over Quality

We seek out the best, most effective ingredients — despite cost or logistic complications. And we research and manufacture everything in the United States and Australia to control quality.

Make it Gentle

Make it Gentle

We leave out the 1,400 ingredients prohibited in the EU, and even skip natural allergens like lavender and tea tree oil.

Test Hard

Test Hard

Each product goes through rigorous screening by our team and Scientific Board to make sure it meets our strict standards.

Test Again

Test Again

Then each product is tested *again* by third-party laboratories. Because you can’t be too careful when it comes to skin.