In Focus – Et tu Beauté

A plethora of personal care products—shampoos, facial cleansing wipes, diaper creams and sunscreens—are showering the children’s market with easy gift options and tempting parents with irresistible impulse buys. Not to mention, many of the products’ organic ingredients and all-natural formulations soothe and comfort baby, keeping infants and moms coming back for more. 

Raegan Moya-Jones, owner of Aden + Anais, a company best known for its swaddling blankets, recently made a move into beauty products with a line called mum + bub. Moya-Jones says she was inspired by a special ingredient, pawpaw. Much like the brand’s muslin blankets, a takeaway from her Austrialian childhood, she saw the fruit’s beauty benefits as a regional secret worth sharing, noting that local baby boutiques, like those that sell the company’s swaddles and blankets, are perfect places to offer the balms. “Skin care is a big part of baby’s daily routine. I think it’s important that a mum can find all her essential baby products in her favorite baby boutique,” she says. 

Eager to cash in on the upsurge in baby beauty? Designate a shelf or two to these high turnover little luxuries. 

— Jennifer Cattaui