Our Standards
We try to beat the top safety standards in the world.
Our Ingredients
It’s important that you know what’s in our products, so you can feel confident in the products you’re choosing for your little one. All of our ingredients play a key role in ensuring our products are as gentle as can be for baby’s sensitive skin, hair and eyes. Check out our ingredient glossary, put together with you in mind.
Our 5-Step Safety Assurance Process
We’ve developed a thorough safety and assurance process to comply with the safety and quality standards of our baby products. Committed to creating the gentlest baby products in the world, if any of our formulas fail a step within the process, we go right back to the start. It’s how we set the bar and continue being leaders in developing the gentlest baby products in the world for more than a century.
1. Sourcing Raw Materials
We vet every supplier thoroughly and only accept materials from vendors that meet our rigorous quality and safety standards – safe products start with safe raw materials.
2. Assessing Ingredients
Any ingredients we receive are assessed thoroughly in order to meet the requirements for safe use in personal care products. We dig below the surface to evaluate impurities and review the latest findings from personal care, food and medicine studies.
3. Clinical Evaluation & Testing
We continually add to our safety database on a wide variety of formula reactions to improve our products. Once we create product formulas, they’re tested with volunteers in a lab setting to help build our database.
4. Real Life Use
We test our products in the lab for many scenarios – extreme heat, cold, humidity and more – to triple-check safety and consistency. By simulating real life scenarios, we’re testing for real ways consumers use our baby products.
5. Ongoing Evaluation
Once our final product is made available in your local store, we continue to watch for new information and gather all your feedback. Whether it’s through a customer service call or a social media comment, we make updates when necessary to ensure every product we create is effective.
The Science Behind Ingredient Safety
1. Preservatives
Preservatives are integral to baby and beauty personal care products. Without them, everyday products we rely on could expire within days. As such, we only use preservatives with decades of safe use and support from Health Canada, the FDA, and the American College of Toxicology.
2. Fragrances
Studies show that multi-sensory experiences, including scents, promote healthy and happy baby development. Less than 25% of the aroma compounds used in fragranced consumer products meet our strict safety standards and can be considered for our gentle baby products. Every fragrance we use is free of known fragrance allergens.
Our Standard for Natural
Find out more about the standard we use for natural ingredients.