Innovation & Formats

While the babycare market was once dominated by a handful of one-size-fits-all brands, it has diversified to include science-backed dermatology, empathetic parent-founded indies and prestige products with social media clout. But with eczema a growing global issue affecting up to 20% of infants (The American Academy of Dermatology, 2025), clean, gentle formulas are key.

Chemical-Conscious Parents

“As new parents become more conscious about what they use on their skin, clean, organic ingredients and sustainable packaging become more important,” Charlotte Vøhtz, founder of UK-based sunscreen brand Green People, told Stylus. A staggering 90% of British parents are concerned about toxic chemicals harming their baby’s health (Wen, 2024). 

New-Mother Maintenance

A novel breed of holistic indie brands is serving the needs of new mothers with pragmatic, compassionate messaging and problem-solving, pleasure-giving products. Made by mothers, for mothers, these clever formulations encompass conception and pregnancy support, targeted postpartum recovery and repair as well as help with better sleep and lactation. 

Better Bonding

Personal care products that cater for both mother and baby encourage bonding, which is fundamental to emotional attachment and healthy child development: 73% of British women say they received no advice about bonding with their baby during pregnancy (Parent-Infant Foundation, 2023). Multifunctional products simplify daily routines, offering potential for the baby-shower gifting market.