Our standards


Formulation is more than just a product’s “recipe.” The ingredients we choose (and the ones we don’t), the packaging we select all play a role in creating our best possible product.

How we formulate our products

Ingredients selection

We always start with plant-based ingredients, organic when practical, to create the kind of formulas that work effectively and that parents can feel good about using around their babies.

Our NO’s

Our list of “never use” ingredients come from sources such as EU, Canada and US lists of ingredients to avoid and refers to industry standards. When you see the product in the stores, means we are proud of it and are using it for our own babies.

Usability design

When we design packaging for our products, we consider how they’ll be used in real life and how we can make that experience easier for parents.