See how a collection of new brands that aim to meet the needs of modern parents has emerged in recent years.
A collection of new brands that aim to meet the needs of modern parents has emerged in recent years. These companies are creating specialty products meant to protect children’s skin barriers and treat ailments like baby eczema while eschewing steroids, parabens and other ingredients that the current generation of caregivers view as no-nos.
She and Luisana Mendoza, Maisonette’s cofounder and president, said that they’ve seen an uptick in interest in baby and children’s personal care, and an influx of brands. The duo aim to have “a selection for all the issues that come up,” Durrett said, and the assortment spans from broad care products, like, Wiley Baby’s Everything Lotion, $22, to niche ones, like Bambini Furtuna’s Tickly Nose Refresh, $27.
“Continually we were hearing from our store staff that people were coming in saying, ‘we want baby and mama products,’” Albrecht said. So far, she says it’s been a “huge success.” Sturm said she started creating products when she was pregnant with her daughter, Pepper, and wound up sending them out to friends. “I said, ‘OK, we need to put this in packaging now because the requests are so high and I cannot just keep producing these samples,’” Sturm said.
“I haven’t used one thing,” O’Neill said. “Everyone talks about baby soft skin and babies are overflowing with collagen, they don’t need much — I don’t even use shampoo, I just use water.” Keltner de Valle said she went on her own journey into clean beauty when she was pregnant. Then, when her son developed eczema, she didn’t like the products recommended from an ingredient or branding perspective.
“At the beginning, it was a pioneer-type consumer, but as our brand matured and we learned more about our consumer we did see great adoption with a much bigger group of people,” Nevel said. Zoë Foster Blake’s Gro-To also has packaging meant to entice kids to use the products. Foster Blake, a former beauty editor in Australia, said her brightly colored packages with funny faces on them are meant to help children “build the connection to self care and looking after themselves.”
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