Natural, hypoallergenic and ‘free-from’ formulations remain the focus in the baby care sector and are complemented by superfood ingredients for optimal baby care.
When it comes to care products for their own babies, parents are increasingly prioritising scientifically proven effectiveness, including microbiome and barrier protection, as well as transparent communication about ingredients.
Sustainability therefore remains the central theme – from eco-friendly packaging and vegan formulations to ethically sourced ingredients. This is followed by practical multi-purpose products and specialised products for mum’s skincare.