Two stages. One moisturiser at a time.
The first year brings plenty of changes. We’re developing a simple approach to skincare that follows along.
The difference we’re designing: a change in texture and formulation, with hydration and barrier support at the heart of both.
The age ranges are a guide. Skin develops gradually, and every baby is different.
Skin at birth is not the same skin at six months.
So why is baby skincare usually sold as one formula for the whole first year?
Skin doesn’t develop in one big leap.
A baby’s skin barrier changes rapidly during the first year. At birth it’s thinner and more permeable. Over time it becomes better at retaining moisture and protecting against the outside world.
In the earliest months, baby’s skin is still developing.
As the months pass, skin becomes better at holding onto moisture.
Once babies start crawling and exploring, friction and the environment become bigger factors.
Only what’s needed.
Short ingredient lists. No fragrance. No essential oils. No dyes. No unnecessary extras.
Ceramides
Skin-identical lipids that help reinforce the skin barrier.
Panthenol
Pro-vitamin B5 that helps support and calm developing skin.
Glycerin
Helps attract and retain moisture.
Roughly nine ingredients, give or take. Every line on the label earns its place — the full INCI list is published at launch.
Made carefully. Tested. Traceable.
We couldn’t find it. So we built it.
We kept wondering why baby skincare treats the first year as one stage, when a newborn’s skin and a crawler’s skin are barely the same thing.
Two parents. One question. A different approach to baby skincare.
Read our story →