When it comes to a tough customer, no one sets a higher standard than parents buying for their newborn. And never before have parents been so savvy as to what they’re putting on their baby’s skin, which could be the reason behind the boom in natural products currently taking place in the baby care industry.
Parents are much more aware of the products they’re putting on their babies,” says Sinead Roberts, founder of baby brand WOTNOT. Consumers are after natural or organic products when shopping for their children more so than when they’re shopping for anything else. A lot of mums are looking to give their children the best in whatever they can.”
Leanne Faulkner, founder of , agrees. New parents are much more discerning when it comes to selecting something for their baby’s skin. Glossy marketing programs can’t fool an educated customer who will take the time to read an ingredient label.”
And according to Franki Hobson, editor of Cosmopolitan Pregnancy magazine, it’s not just the brands that are noticing a shift in consumer habits. Over the past couple of years, we’ve seen a real boom in the number of organic companies entering the market – from food and linen to clothing – and baby skincare is no exception,” she explains. Mums are willing to spend a little bit extra for skincare products that don’t include harsh chemicals and preservatives.”
You know it’s a big deal when consumers are willing to pay more for organic, natural or eco-friendly products. As a result, the last decade has seen a huge influx of boutique and family-owned brands emerge in the Australian baby market including Milk Baby, Billie Goat Soap and Avado Organics to name a few. All developed by new mums who found a natural solution to their children’s skin sensitivities, these brands have added a new dimension to the Australian baby care market.
There is definitely a shift towards more natural and organic baby products,” says Faulkner. New mums and dads now recognise a quality product and understand that even though the price point may be higher than mass-produced lines it is worth the investment for their baby.”
Roberts says it’s a different type of consumer who opts for a natural brand over a supermarket brand. Our customers know what they’re looking for, where as the supermarket is all about convenience.” she says. In saying that, the eco-conscious market is slowly becoming more mainstream, which we’re thrilled about.”
In response to consumer demand, brands are constantly looking to expand their range including who is launching its five-piece Milk Baby Essentials range for everyday use this December.
According to founder Lindy Klim, After launching my Signature range we had some great feedback from customers in that they loved the range and would like to see such high quality products replicated in something that they could use everyday hence the development of the Essentials range.”
Meanwhile, is broadening its already expansive product collection with the introduction of the new No More Tangles range, a derivative of its popular No More Tears formula. Including a shampoo, conditioner and detangling spray, the range aims to improve hair’s manageability to make for easy combing.
With such a boom taking place in the baby care category, we thought we’d take out the stress of it all and compile and essential list of products for mum and bub.
Essentials for baby:
Vitry Baby Safety Scissors
Featuring a safety trimming design, these Vitry scissors make trimming baby’s nails safe and easy.
WOTNOT Baby Wipes
The brand’s best-selling item, these baby wipes are 100 per cent biodegradable and compostable. They’re also free from chlorine, sulphates, petrochemicals, parabens, caustics, glycols and artificial fragrances.
Specially formulated for the skin of a newborn, Billie Baby Cleansing Bars are made using fresh goat’s milk and contain virgin olive oil and vitamin E to soften and moisturise baby’s skin.
Curash has a cult following for a reason. Containing 20 per cent zinc oxide, vitamin E and sweet almond oil, it soothes, heals and prevents nappy rash.
Milk Baby Snotty Grotty Room Spray
Milk Baby’s best-selling product is to be sprayed around the baby’s room to help clear babies nasal passages, ensuring a good night’s sleep. It’s also 84 per cent certified organic.
Designed to provide extra soothing and conditioning qualities for the skin, Johnson’s Baby Oil has been
Ideal for everyday moisturising, DermaVeen Baby Moisturising Cream helps relieve dry skin, eczema, dermatitis, rashes, nappy rash, minor burns and minor sunburn.
Essentials for mums:
The number-one selling stretch mark product in Australia today, Bio-Oil is to be applied morning and evening from the first trimester through to after the birth to help prevent stretch marks.
Pregnancy and Breast-Feeding Gold
This pregnancy multi-vitamin contains 17 essential nutrients that may be beneficial to a mother and her new baby, including iodine to help with baby’s brain and eyesight development, and folic acid to help reduce the risk of certain birth defects.
Palmer’s Cocoa Butter Formula Massage Cream for Stretch Marks
This concentrated cream has a cult following among mums-to-be, containing vitamin E, collagen and elastin to target the stomach thighs and breasts.
Avado Organics Certified Organic Nipple Care Balm
Containing a soothing blend of organic avocado, calendula, sunflower oils and vitamin E, Nipple Care Balm soothes and helps protect nipples from drying and cracking in the early stages of breastfeeding.
Derma Intensive+ Derma Q10 Serum
Containing coenzyme Q10, ginko biloba and vitamins A and E, this serum stimulates skin to fight stretch marks, and renew, revive and encourage your skin’s regeneration.
Highly effective in combating stretch marks, SOS Skin Tissue Oil is in aerosol form, making it easy to apply and providing mess-free results.