Hi, I’m Ciara, a mum and the founder of Softie Baby.

During pregnancy, I became more conscious of the ingredients I was putting on my skin. When my son was born with very sensitive, easily irritated skin, that awareness became deeply personal — and I struggled to find baby skincare that truly worked for him.

After speaking with dermatologists and paediatric experts, one message came up consistently: avoid fragrance and other potential irritants, and focus on supporting the skin barrier. But I couldn’t find a brand doing this consistently.

So I created Softie Baby.

After over a decade working in beauty and consumer goods for some of the world’s biggest brands, I partnered with a leading UK manufacturer to create the skincare line I wish had existed when I was a new mum — cleaner, gentler, and formulated with intention.

We are proud to be a part of BUY WOMEN BUILT. A movement to use consumer spending power to get behind womenbuilt businesses, inspire the next generation of female entrepreneurs, and build a stronger, fairer economy.