More innovation beyond organic needed for sensitive baby skin

Founded in 2021, the firm develops a range of baby’s skin care – from body wash, sunscreen to moisturizers.

Its founder, Charlene Ng, said that while there are aplenty organic products in the market, they may not necessarily be suitable for sensitive baby skin.

“There’s been rise of eczema and baby acne conditions. We realized that a lot of their organic skincare for children tend to be quite heavy with the use of butters and oils. While they’re naturally moisturizing, they may not be suitable for our humid climate. They tend to leave a layer on the skin which makes babies uncomfortable, and their skin conditions can worsen,” ​she explained.

Incorporating premium women’s skin care elements

Compared to women’s skin care, Ng claimed that there is an innovation gap when it comes to products for babies.

She added that mothers today are more savvy, well-read, and discerning of what they give to their children. As they are using premium skin care, they “do not want to compromise that same expectation for the child,” ​she said.

Its products are manufactured in Japan, are Good Manufacturing Practice (GMP)-certified and approved by Japan’s FDA – Pharmaceuticals and Medical Devices Agency (PMDA).

Ingredients include hydrolysed hyaluronic acid, soybean peptides, ceramides, squalane, and traditional Japanese herbs like cherry blossom leaves, Scutellaria Baicalensis, and Centella Asiatica.

“We teamed with a Japanese manufacturer, and our team of chemists are moms as well who care about their children’s skin. We decided to manufacture in Japan because they have a very strict protocol when it comes to ingredients.