The Ingredients Your Baby Deserves
A clear-eyed look at what's actually in children's skincare products — and why what you put on your child's skin genuinely matters.
How many ingredients do children encounter?
Research shows children are exposed to dozens of chemical ingredients daily through personal care products — many of which haven't been tested for safety in combination, or specifically in children. A typical morning routine for a young child might involve a body wash, shampoo, moisturiser, and nappy cream — each with their own ingredient list.
This isn't a reason to panic. The vast majority of ingredients in children's products are safe. But it is a reason to be informed and to choose products where the manufacturer has made thoughtful, transparent decisions about what goes in — and what stays out.
While skin is often described as a "barrier," it's actually semi-permeable — certain ingredients do penetrate, especially on thinner, more delicate children's skin. The extent varies dramatically by ingredient, concentration, body area applied, and skin condition. Broken or inflamed skin absorbs more than intact skin. Areas with thinner skin (face, inner arms, genitals) absorb more than thicker areas (back, soles of feet). This is why ingredient choice matters more — not less — for children with reactive or eczema-prone skin.
Why "baby" on the label doesn't always mean better
In most markets, including New Zealand, there's no regulatory requirement for a product labelled "baby" or "natural" to meet a specific ingredient standard. "Natural" can legally describe any product regardless of ingredient quality. The only way to know what's in a product is to read the ingredient list — and understand what you're reading.
"The most powerful thing you can do as a parent is read the ingredient list — and know what to look for."
How the skin barrier works — and why it matters for ingredient choice
The skin barrier (stratum corneum) is like a brick wall. The skin cells are the bricks; a mixture of lipids including ceramides, fatty acids, and cholesterol is the mortar. When this structure is intact, it keeps moisture in and irritants out. When it's compromised — by harsh products, environmental damage, or conditions like eczema — it becomes more permeable to both irritants and potential sensitisers.
What this means for children's products
Children's skin barriers are still developing, especially under age 3. This makes them more susceptible to: irritation from surfactants that strip the natural lipid layer; sensitisation from fragrance chemicals and preservatives; and absorption of ingredients that would remain at the surface on adult skin.
This doesn't mean children's skin is dangerously vulnerable — it means the standards for what we put on it should be higher, not the same as adult skincare.
Look for products that include ceramides (replenish the lipid "mortar"), humectants like glycerin and hyaluronic acid (draw moisture into the skin), and emollients like natural oils and butters (smooth and soften without stripping). Prebiotics support the skin microbiome, which in turn helps regulate inflammation and maintain barrier function. These ingredients work with the skin — not against it.
Ingredients worth avoiding in children's products
| Ingredient | Found in | The concern | Status |
|---|---|---|---|
| Fragrance (parfum) | Almost everything scented | Single most common cause of contact sensitisation in children. Can contain hundreds of undisclosed chemicals under a single word. | Avoid |
|
SLS / SLES Sodium lauryl/laureth sulfate |
Body wash, shampoo, bubble bath | Strips the skin's natural oil layer, damages the barrier, and increases permeability to other ingredients. A primary culprit in product-related eczema flares. | Avoid |
|
Methylisothiazolinone (MI) and Methylchloroisothiazolinone |
Baby wipes, many rinse-off products | A preservative with high rates of contact sensitisation. Restricted in leave-on products in the EU since 2015. Still found in some rinse-off products in NZ. | Avoid |
|
Parabens methylparaben, propylparaben etc. |
Many mainstream moisturisers and creams | Some parabens show weak estrogenic activity in laboratory studies — significantly weaker than natural hormones, but enough that many parents prefer to avoid them, especially in products used daily on young children. Regulatory bodies consider them safe at low concentrations; many parents choose to take a precautionary approach. | Caution |
|
Formaldehyde-releasing preservatives DMDM hydantoin, imidazolidinyl urea |
Some baby lotions and shampoos | Release small amounts of formaldehyde over time. Formaldehyde is a known sensitiser and carcinogen. No safe level in children's products. | Avoid |
| Mineral oil / petrolatum | Many baby oils and balms | Generally considered safe, but creates an occlusive layer that can disrupt the natural skin microbiome with regular use. Not harmful, but not the best choice for long-term barrier support. | Caution |
| Concentrated essential oils on broken skin | Some "natural" baby products | Concentrated or undiluted essential oils (like tea tree) can irritate broken or inflamed skin. However, gentle essential oils like lavender, properly diluted in formulations, are generally well-tolerated and can be soothing. It's the concentration and formulation that matters. | Context-dependent |
Ingredients are listed in descending order of concentration. The first five ingredients typically make up most of the product. Watch out for fragrance or parfum anywhere in the list — even in small amounts, it's one of the most common sensitisers. If you see "SLS" or "SLES" near the top of a body wash, it's doing most of the cleansing — and most of the stripping.
The ingredients that actually help
With the "avoid" list out of the way, here are the ingredients worth looking for in children's products — each with well-supported roles in maintaining healthy, calm skin:
Colloidal Oatmeal
One of the most evidence-backed ingredients for soothing skin. Reduces itch, supports barrier repair, anti-inflammatory.
Calendula Extract
Traditional botanical with documented anti-inflammatory and skin-calming properties. Well-tolerated by most sensitive skin.
Prebiotics
Feed the beneficial bacteria on the skin's surface. Support microbiome balance, which regulates immune response and inflammation.
Glycerin
A humectant that draws moisture from the environment into the skin. Safe, well-studied, highly effective.
Ceramides
Replenish the natural lipids that form the skin barrier's "mortar." Especially important for eczema-prone skin where ceramide levels are typically lower.
Manuka Honey
NZ native ingredient with natural antibacterial and humectant properties. Supports healing in dry, irritated skin.
Plant Oils
Jojoba, sunflower, and coconut oils provide emollient benefits that soften and smooth without stripping the barrier.
Zinc Oxide
Gentle astringent with soothing and barrier-protective properties. Also provides UV protection (see Sun Balm). Well-tolerated by sensitive skin.
Aloe Vera
Cooling, soothing, anti-inflammatory. Excellent for irritated skin, sunburn recovery, and general calming. Well-supported by research.
Every Noody product starts with a question: what does this skin actually need? Not what smells nice, not what makes the product feel luxurious in the bottle, but what the skin needs. That's why Soft Suds uses gentle oat and chamomile-based cleansing instead of SLS, why Lotion Potion uses colloidal oatmeal, prebiotics, and ceramides instead of mineral oil and synthetic fragrance, and why Calm Balm is built around botanicals and barrier-supporting ingredients rather than harsh actives.
Noody vs typical baby products
| Ingredient | Typical baby wash | Typical baby lotion | Noody products |
|---|---|---|---|
| Surfactants | SLS / SLES (stripping) | — | Gentle oat-based cleansing |
| Fragrance | Yes (often) | Yes (often) | Free from synthetic fragrances |
| Preservatives | Parabens or MIT | Parabens | Paraben-free alternatives |
| Moisturising base | Mineral oil | Mineral oil or petrolatum | Plant oils + ceramides |
| Skin microbiome | Not considered | Not considered | Prebiotic support (Lotion Potion, Calm Balm) |
| Active soothing | Typically none | Typically none | Colloidal oatmeal, calendula |
"We are a Noody family through and through. We love the peace of mind knowing only good stuff is being put on their skin at bathtime. The creams work wonders for dry skin and the whole routine has become our favourite part of the day."
"I love using these products on my baby — soft and luxurious on sensitive skin. I only need a small amount and it goes so far. The branding is adorable and the price is so affordable for a quality product. I recommend to every mum I know."
The clean routine — all in one bundle
The Complete Bundle includes every Noody product — Soft Suds, Lotion Potion, Calm Balm, and Bedtime Bestie. Everything your child's skin needs, with nothing on the avoid list.
All four Noody products — Soft Suds, Lotion Potion, Calm Balm, and Bedtime Bestie. Free from synthetic fragrances, SLS-free, paraben-free. Formulated from the ground up for babies and children's skin. Everything you need. Nothing you don't.
Or build your own routine:
Our Promise
If it doesn't work for your little one, we'll make it right. No questions, no hassle — that's our 30-day money-back guarantee. Because choosing a clean routine shouldn't come with a financial risk.
When you're ready, we're here.
Individual results may vary. Noody products are designed to support and nourish the skin — not to treat or cure medical conditions. Always consult your child's healthcare provider for personalised medical advice.
