Baby Cosmeceuticals and the New Mother

At the Natural Products Expo West show, held on March 14 to 16, in Anaheim, Calif., natural and organic personal care manufacturers showcased their latest innovations and brand offerings. This year, the buzz in the personal care pavilion was tailored for infants and toddlers. Fragrant lotions, soaps and massage oils, made with certified organic ingredients, captivated retailers who were combing the aisles for new product SKUs to add to their health and beauty department. Interestingly, within the mother and baby category appeared a new burgeoning category--baby cosmeceuticals!

Infant personal care manufacturers have already carved a niche by replacing synthetic ingredients with herbs, botanicals and natural ingredients that not only keep baby clean and moist, but also heal common baby skin problems, such as diaper rash. Some popular botanicals and ingredients include calendula, Aloe vera, lavender, green tea and a variety of essential oils. Baby skin care manufacturers are also attempting to address a variety of other conditions, ranging from skin allergies and reactions. For example, Natralia created a homeopathic non-steroidal eczema and psoriasis treatment program (cream and concentrated bath and shower wash) that can be used on children, as well as adults; and Nature's Baby Products offers a chest rub for children made with eucalyptus oil and tea tree oil, which is said to help loosen chest and sinus congestion. Another area garnering interest is baby sunscreen; companies such as Aubrey Organics have already added a host of natural ultraviolet-fighting ingredients, such a green tea and titanium dioxide, as well as zinc oxide.

Other key issues important to this category are the lack of particular ingredients-mineral oils, propylene glycol, parabens, alcohol, animal ingredients, animal-tested ingredients, artificial fragrances, phthalates and much more.

Now is the time for ingredient manufacturers to take advantage of this growing category, including products tailored for new mother and pregnancy. Potential areas that can be addressed: stretch marks; taut or dry skin; swollen hands, ankles and feet; calming and relaxing bath soaks; post-pregnancy bath soaks (that replace the use of Epson salt); lactation and breastfeeding healing products (a replacement for lanolin); and massage oils.