A newborn's skin is thinner, more permeable and still building its natural barrier. Whatever we put on top of it doesn't just sit there. It interacts.
Simple ingredients, clearly named
You shouldn't need a chemistry degree to understand what's touching your baby. If a label is long, vague, or full of names that hide behind ‘fragrance', it's worth asking why.
What we choose to leave out
Baby Bum contains no synthetic fragrance, no petroleum derivatives, no fillers. Not because those things are automatically bad, but because a newborn's skin doesn't need them, and I couldn't find a reason worth the risk.
When in doubt, choose fewer ingredients. Choose ones you can picture.
That's the small, honest promise behind every jar we make.