Thanks to restrictions on everything from what perfume kids can wear to what foods can be eaten (and don’t even think about having a Friday night wine), motherhood comes with a whole set of dos and don’ts. But have we become overly cautious to the detriment of our children?
“Parents who have read about concerns with ingredients found in children’s skincare products sometimes make choices that, unfortunately, do more harm than good,” says University of California associate clinical professor of dermatology Renee Howard.
What makes determining what’s best for mums and bubs even harder is that each year brings a new set of ideas and opinions. To stay on top of this learning, BEAUTYDIRECTORY sets out to uncover the latest developments in the baby care market.
Knowledge is power
While there's always been a lot of information out there to help mums-to-be find their way, in the digital age, mothers and parents are more educated and informed than ever before. “Parents are taking advantage of parenting websites and blogs such as Bub Hub providing unbiased articles, news and reviews on everything from dealing with the challenges of pregnancy, dealing with rebellious teenagers, to which pram, skincare and diaper to buy,” reveals La Roche-Posay assistant product manager Stephen Di Marzo.
The result of this increased education means people are now paying more attention to ingredients when buying personal care products for their children and themselves during pregnancy. “It has taken awhile for consumers to understand how many toxins the skin can absorb from your personal care products. Because of this growing awareness, parents-to-be and new parents are doing more homework and paying more attention to ingredients both during and post pregnancy for their child and themselves as it relates to their child's healthy development,” explains national sales manager Christie Rae.
This is an argument creator and managing director Michelle Vogrinec agrees with, adding: “Parents are more savvy when it comes to their skincare, especially for their babies. They are demanding better quality, safer ingredients.”
This growing awareness is not limited to the beauty products mums are purchasing - it extends to a whole way of living. “I do see a significant shift with women choosing a wider platform of professional assistance during pregnancy. In addition to traditional obstetrics, this includes professional skin therapy, nutritional advice, prenatal massage, yoga and mental wellness,” says founder and formulator Terri Vinson.
Not just natural
The last few years has seen a shift from mass baby products to formulas based on natural/organic ingredients, with parents wanting to avoid using harsh chemicals on the delicate skin of their babies and children. Now we are seeing a new trend starting to emerge...
“Parents who had children with sensitive skin were choosing natural products in the belief it would be more gentle on the skin. For those with very sensitive and eczema prone-skin, natural products can often cause the skin to flare-up due to the ingredients used. For those families with sensitive skin, the move is now to trusted brands who use minimal and safe formulas,” reveals Di Marzo.
His colleague, La Roche-Posay scientific communications and education manager Rachel McAdam, adds: “We are now understanding that not all natural extracts are necessarily suitable. Keeping it gentle and simple is the way to go.”
That being said, natural and organic products continue to be the number one choice for many new mums. At GAIA Natural Baby, the brand’s new organic bamboo fibre is finding success due to consumer demand for more eco-friendly wipes.
Multifunctional marvels
Just like with cosmetics, skincare and hair care, the baby care market is seeing a growing trend towards products that have more than one function. “There has been a focus on creating multifunctional products that will save mum time on both herself and baby and also cut down the amount of products needed in the bathroom,” reveals Ego Pharmaceuticals scientific affairs manager Dr Kerryn Greive. Rae adds, “Items that are multifunctional and healthy while at an affordable price are always going to be a huge win with these increasingly savvy parents.”
Realising this need, Dr. LeWinn’s recently launched its Multi-Moisture Multi-Use Balm - a balm that can be used as a daily moisture booster, hydrating mask, lip ointment, make-up remover, and hand and cuticle hydrator. “This product is the must have for mums as it a hard-working multi-tasker!” says Dr. LeWinn's senior brand manager Luiza Anthes.
Ingredients investigated
We’ve all heard mums should steer clear of ingredients such as soy, retinol, and parabens, but this year, there are more guidelines as to what we should be looking for (and avoiding) in terms of ingredients lists.
While it’s not a new ingredient, there have been recent concerns about methylisothiazolinone - a preservative found commonly in cosmetics, baby wipes and household cleaning products. “It has been known to cause contact dermatitis, so it's good to try and avoid products with this ingredient, especially on baby's delicate skin,” says Dr Greive.
Ingredients that may seem harmless, such as lavender and tea tree essential oils, also come with risks. “There is research showing the beneficial role phytoestrogenic ingredients (a naturally-occurring plant nutrient that exerts an estrogen-like action on the body) can play later in life, but for a developing fetus and baby, excessive estrogen during theses stages of development may lower birth weight, affect subtle neurohormonal and behavior changes, sex organ development, and timing of the onset of puberty,” warns Rae.
Vinson advises news mums to be wary of toluene (found in nail products), formaldehyde (found in nail polishes, nail strengtheners and as a preservative), and hydroquinone (often prescribed for uneven pigmentation and melasma). But it’s not all doom and gloom, as this year has also seen the return of a previously shunned ingredient. “After many years of controversy, recent studies on salicylic acid have proven it is safe to use during pregnancy,” reveals Vinson.
Recommended products for mums and bubs
Swisspers® Rose Hip Oil Wipes
Dr. LeWinn's Multi-Moisture Multi-Use Balm
QV Face Gentle Wash
Aqium Anti Bacterial Hand Sanitiser with Aloe
La Roche-Posay Lipikar Baume AP+
100% Moroccan Argan Oil (ACURE have a full baby range on the way this June)
Renewing Rose Body Cream (for post-pregnancy)
Aveeno Active Naturals Baby Soothing Relief Moisturiser Cream
Eau Thermale Avène XeraCalm
Cellulite Cream
Conceive Well Men
Recovery Oil (good for cradle cap)
Doctor Babor Neuro Sensitive Cream
Oils (Victoria Beckham used these during her pregnancies to prevent stretch marks)
Linden and Calendula Treatment Cream
(one of the few cold sore treatments that can be used during pregnancy)
Stretch Mark Prevention Blend
K-PAK Range
Rescue Bodycream
Rescue Balm
Ickle Baby Bot bath bomb
Mother Superior bubble bar
100% Natural Baby Balm
Paw Paw Baby Ointment
Soap Free Wash 250ml
Triumph 5000 "A common complaint for expectant mothers is bleeding or swollen gums caused by increased levels of the hormone progesterone in the body. This hormone makes pregnant women more susceptible to plaque build-up, which in turn causes red, puffy and sometimes bleeding gums. As a dentist, I see a major improvement in my patients’ oral health when they switch to power toothbrushes." - Oral-B spokesperson Dr. Christopher Ho.
QV Baby (new to BD)
Ultimate Aqua Blanc Range
Bottom Balm
Comfort Range
DermaCalm
100% Natural Baby Oil
100% Natural Jojoba Oil (for pregnant bellies)
Brands with products for mothers and babies
Arbonne
Aveeno Active Naturals
Banana Boat
Burt's Bees
Egozite
Invisible Zinc
MOR
Palmer's
QV Skincare
Weleda