Skincare is what you do every day to reduce the need for treatment later.

Why it’s used:
Pharma-style products are designed to treat specific conditions quickly. Skincare products are designed for repeated, daily use - often across large areas of skin.
Why we avoid it:
When daily care is formulated like treatment, it can over-strip, over-perfume, over-medicate or over-sensitize. For children, the goal is not a ‘strong result’ today - it’s a stable barrier and calm skin tomorrow.
Instead we use:
Gentle cleansing, barrier-supporting moisturisation, and sensory-safe textures that a child will accept consistently.
Common INCI names to watch for:
N/A (this dropdown is a concept); see the ingredient-specific dropdowns below.

Because a product can be ‘clean’ and still feel too loud for a child.

Why it’s used
Many products use strong cues - loud pumps, intense fragrance, high foam, cooling agents, glossy slip - to signal ‘effectiveness’.
Why we avoid it
Children process sensory input differently. Overstimulating textures, scents, sounds and visuals can trigger discomfort or dysregulation, especially for sensitive or neurodivergent children.
Instead we use
Quiet, smooth-dispensing pumps, tactile-friendly packaging, low-foam formulas, soft textures, subtle or no scent, and calm visual design.
Common INCI names to watch for
Menthol; Camphor; Cooling agents (e.g., Menthone, Menthyl Lactate); Fragrance/Parfum; strong essential oils(see EO dropdown).

A ‘nice smell’ shouldn’t be the cost of daily irritation.

Why it’s used
To provide strong, long-lasting scent, create brand signatures, and mask base ingredient odours.
Why we avoid it
Fragrance mixes can include undisclosed allergens; some formulations may use phthalates as fixatives. For developing skin and daily use, we prefer to minimise unknowns and reduce sensitisation risk.
Instead we use
Fragrance-free formulas, or IFRA-compliant, phthalate-free fragrance in ultra-low doses (age-appropriate).
Common INCI names to watch for:
Pentylene glycol (plant-based), propanediol, glycerin, betaine.
Common names (INCI) to watch for
Fragrance; Parfum; Aroma; Diethyl Phthalate (DEP); Dibutyl Phthalate (DBP); Dimethyl Phthalate (DMP).

Natural does not automatically mean appropriate.

Why it’s used
To scent naturally, create aromatherapy claims, and add a ‘herbal’ positioning.
Why we avoid it
Essential oils are concentrated mixtures. Several are known skin sensitizers, and some are intense sensory triggers for infants and young children.
Instead we use
Only the gentlest options in tightly controlled micro-doses, with allergen awareness.
Common INCI names to watch for
Mentha Piperita (Peppermint) Oil; Eucalyptus Globulus Leaf Oil; Melaleuca Alternifolia (Tea Tree) Leaf Oil;
Cinnamomum Zeylanicum Bark Oil; Citrus Aurantium Bergamia (Bergamot) Peel Oil;
plus common fragrance allergens that may be listed separately: Limonene; Linalool; Citral; Geraniol; Citronellol.

Big bubbles are not the same as gentle cleansing.
Why it’s used
High-foam cleansing, fast degreasing, and lower cost in washes and shampoos.
Why we avoid it
Sulfates can strip natural lipids, weaken the skin barrier and increase dryness - especially noticeable on baby and sensitive skin.
Why we avoid it
Strips lipids, increases TEWL, can flare eczema.
Instead we use
Gentle, sulfate-free surfactants derived from sugars and amino acids, formulated to be low-foam and non-stripping.
Common INCI names to watch for:
Sodium Lauryl Sulfate; Sodium Laureth Sulfate; Ammonium Lauryl Sulfate; TEA-Lauryl Sulfate; Sodium Myreth Sulfate.

Stability matters - but so does biodegradability.

Why it’s used
To bind metal ions, improve formula stability, and support performance in hard water.
Why we avoid it
EDTA is poorly biodegradable and is an avoidable additive in baby care when safer, biodegradable chelators exist.
Instead we use
Biodegradable chelators such as Sodium Gluconate.
Common INCI names to watch for
Disodium EDTA; Tetrasodium EDTA; Calcium Disodium EDTA; Trisodium EDTA.

We choose modern emulsifiers without ethoxylation baggage.

Why it’s used
To emulsify oil and water, solubilise fragrance/actives, and stabilise textures.
Why we avoid it
Ethoxylation can introduce trace impurities (such as 1,4-dioxane). We choose to design without these classes to reduce avoidable risk and petrochemical dependency.
Instead we use
Olive-derived emulsifiers, lecithin, and polyglyceryl esters.
Common INCI names to watch for
PEG-100 Stearate; PEG-40 Hydrogenated Castor Oil; PPG-26-Buteth-26; Polysorbate 20; Polysorbate 60; Polysorbate 80.

Oxidation control - without controversial stabilisers.

Why it’s used
To prevent oils from oxidising and extend shelf life in oil-rich formulas.
Why we avoid it
Some synthetic antioxidants raise concern for long-term, repeated exposure. For children, we prefer well-established, skin-beneficial antioxidant systems.
Why we avoid it
Bioaccumulation (cyclics), occlusive film trapping sweat/oil; not biodegradable.
Instead we use
Natural tocopherols (Vitamin E) and plant-based antioxidants.
Common INCI names to watch for
BHT (Butylated Hydroxytoluene); BHA (Butylated Hydroxyanisole).

Preservation is essential; sensitisation is optional.

Why it’s used
Broad-spectrum preservation in water-based products, especially where brands aim for ‘paraben-free’.
Why we avoid it
Some preservatives have higher irritation potential for daily use on sensitive skin. We design preservation systems that prioritise tolerance for repeated use.
Instead we use
Food-grade and fermentation-derived preservation systems, supported by good manufacturing and packaging design.
Common INCI names to watch for
Phenoxyethanol; Benzyl Alcohol; Chlorphenesin; Diazolidinyl Urea; Imidazolidinyl Urea.

A common trigger for avoidable rashes.

Why it’s used
Powerful antimicrobial preservation at low cost.
Why we avoid it
MI/MCI are well-known contact allergens and are disproportionally problematic for children’s skin in leave-on and rinse-off formats.
Instead we use
Modern, lower-sensitisation preservation systems.
Common INCI names to watch for
Methylisothiazolinone;Methylchloroisothiazolinone;Benzisothiazolinone;Octylisothiazolinone.

Foam and thickness without nitrosamine risk.

Why it’s used
To boost foam and thicken cleansers quickly.
Why we avoid it
Certain amines can form nitrosamines under specific conditions. In baby care, we avoid unnecessary chemistry that exists only to make a wash feel ‘richer’.
Instead we use
Naturally thickening surfactant systems and gentle rheology modifiers.
Common INCI names to watch for
Cocamide DEA; Cocamide MEA; Lauramide DEA; Diethanolamine; Monoethanolamine; Triethanolamine (TEA).

Powder formats need a higher bar for purity.

Why it’s used
Moisture absorption, slip and a ‘soft’ finish in powders.
Why we avoid it
Talc has purity concerns (including potential contamination) and inhalation considerations, especially around infants.
Why we avoid it
Some oils can overstimulate or irritate; risk of sensory overload and reactions
in infants.
Instead we use
Cornstarch, arrowroot, oat-derived absorbers, and plant-based powders where needed.
Common INCI names to watch for
Talc; Magnesium Silicate; Talcum.

We don’t use ‘forever’ ingredients for temporary benefits.

Why it’s used
To create water resistance, long-wear, stain repellence or ultra-slip textures.
Why we avoid it
PFAS persist in the environment and are difficult to break down. For family skincare, we choose to avoid this entire category.
Instead we use
No PFAS-based ingredients or coatings.
Common INCI names to watch for
PTFE; Perfluorooctanoic Acid (PFOA); Perfluorooctanesulfonic Acid (PFOS); Polyperfluoromethylisopropyl Ether;
Perfluorononyl Dimethicone; C9-15 Fluoroalcohol Phosphate.

Minerals only, non-nano only (where applicable).

Why it’s used
To improve spreadability and reduce white cast in mineral UV filters and pigments.
Why we avoid it
In children’s daily-use products, we prefer a conservative stance and use non-nano minerals where minerals are used.
Instead we use
Non-nano mineral grades only, with supplier documentation.
Common INCI names to watch for
Zinc Oxide (nano); Titanium Dioxide (nano) (often indicated on packs as ‘nano’ even when the INCI reads Zinc Oxide/Titanium Dioxide).

Not ingredients - but impurities we take seriously.

Why it’s used
Heavy metals are not intentionally added, but can appear as trace impurities in raw materials, pigments and botanical inputs.
Why we avoid it
Even trace contaminants can accumulate over time. For products used daily, we prioritise high-purity inputs and verification.
Instead we use
High-purity raw materials, vetted suppliers, and batch-level testing where appropriate.
Common INCI names to watch for
Not typically listed as INCI. Common contaminants monitored: Lead; Mercury; Arsenic; Cadmium.
If you’re a parent, you shouldn’t have to decode chemistry to choose daily care.
Our job is to do the screening, the sourcing, and the standards work - so bath time stays simple, calm, and safe.