SheaMoisture offers natural baby formula
AMITYVILLE, N.Y. — Personal care brand SheaMoisture has broadened its portfolio with new formulas made especially for babies and children with allergies and sensitive skin, including gluten and fragrance intolerance.
The new Fragrance-Free, Gluten-Free Baby Extra-Mild Wash and Shampoo and Fragrance-Free, Gluten-Free Baby Healing Lotion are made with natural and certified-organic ingredients, such as Shea butter sourced from women’s coops in Northern Ghana.
“As a family-run company, we’re extremely particular about what products we use on our little ones. Since my grandmother Sofi Tucker started making and selling her Shea butter soaps in Sierra Leone back in 1912, our focus has been creating natural, solution-oriented products for the entire family,” said CEO Richelieu Dennis. “We’ve specifically formulated these products to pamper and protect the delicate, ultra-sensitive skin of the newest member of the family.”
The products, priced at $9.99 each, are free of parabens, phthalates, paraffin, gluten, propylene glycol, mineral oil, DEA, sulfates, silicones, fragrance and artificial coloring.
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Brands embrace natural ingredients
When it comes to caring for their little bundles of joy, parents are concerned not only with what they feed their children, but also what they put on their skin. Their concerns have given rise to heightened awareness of products that are made with natural ingredients and free of harsh chemicals.
(For the full category review, including data, click here.)
The natural personal care market has seen a compound annual growth rate of 11.3% over the last five years and is projected to post an increase of 9.2% to reach $46 billion in 2018, according to Kline & Co. While these numbers factor in personal care products for adults, as well as little ones, there’s no doubt that parents seeking “safer” formulas are helping to fuel the growth.
“Although growth numbers have settled, many factors, including a focus on new natural ingredients, the opening of new channels of distribution and consumer movement demanding greater transparency in labeling, are stimulating the industry. Moreover, marketers are offering products specifically designed for such specific demographic groups as men and babies, thereby opening up greater opportunities,” said Carrie Mellage, who is responsible for the consumer products practice of Kline’s market research group worldwide.
Manufacturers are heeding the call and are increasingly developing baby care products that promise to be gentle for a baby’s sensitive skin. For example, luxe baby care line Noodle & Boo was founded by mom Christine Burger, who was inspired by her children’s need for products developed for ultra-sensitive skin.
But take note that it doesn’t stop with skin care. Tom’s of Maine, a natural oral care brand, recently unveiled its new natural Toddler Training Toothpaste for children 3 months to 2 years old. Safe if swallowed and fluoride-free, the formula has no artificial flavors, sweeteners, preservatives or dyes. There’s also Happy Teeth, a line of gentle and natural dental products for babies.
Check out Oh Baby brand by DeVita International
Dial ups body wash game
SCOTTSDALE, Ariz. — Looking to ride on the coattails of the popularity of vitamins and yogurt in food, Henkel’s Dial brand released earlier this year its new Yogurt Body and Vitamin Boost wash.
Dial Yogurt Body Wash has two variants: Dial Greek Yogurt, which is enriched with naturally protein-packed yogurt, and Dial Frozen Yogurt for cooling moisture.
Dial Vitamin Boost Body Wash is comprised of lotion-infused Amazing B and oil-infused Super C formula with antioxidants. The body washes have a suggested retail price of $4.99.
The new Dial Vitamin Boost and Yogurt Body Washes join a portfolio that includes the 2014 Product of the Year winners Dial Coconut Water Body Wash and Dial Kids Peachy Clean Body & Hair Wash.
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