The Origins of Softie
OUR APPROACH
Baby skin is thinner, more sensitive, and still developing — which means ingredient choices matter.
Softie uses fewer, better-chosen ingredients designed to work with delicate skin, not overwhelm it. We believe that well-chosen natural ingredients, used at the right concentrations, work in harmony with baby's developing skin — which is why at least 97% of our ingredients are of natural origin. We avoid fragrance, essential oils, and unnecessary additives, always.
Going Beyond Clean
Because we formulate for babies, we go further. Softie products have a 100/100 Yuka rating and we work to a strict internal list of over 2,400 ingredients we would never formulate with - going beyond EU cosmetic regulations and typical clean beauty standards. These are ingredients we choose not to use on delicate baby skin due to their potential to irritate or sensitise.
Designed Around the Skin Barrier
Healthy skin starts with a strong skin barrier. Softie formulas support baby’s skin barrier using skin-identical lipids like ceramides, alongside prebiotics and gentle plant lipids — helping maintain moisture, balance, and comfort with daily use. We formulate at a pH that matches baby's delicate skin — helping protect its natural balance with every use.
Highest Quality Standards
All Softie Baby skincare products are manufactured in the UK with at least 97% natural origin ingredients. Our manufacturing partner holds an EcoVadis Gold sustainability rating, uses 100% generated electricity from renewable sources, is GMP certified – a recognised mark of quality and consistency in manufacturing – and sources ingredients ethically and locally where possible.
