It’s essential to understand that the outermost layer of baby skin – the skin barrier – is up to 30 per cent thinner than that of adults. This means it can be more easily irritated by bacteria and is prone to losing moisture twice as fast as ours. Additionally, their thinner skin is sensitive to changes in temperature, which can leave them feeling dry or irritated.

“Babies’ skin is 20 per cent to 30 per cent structurally more fragile than even the delicate skin under an adult’s eyes,” explains Kimberley Ho, founder of children’s skincare brand Evereden. “Because of its thinness, babies’ skin is prone to absorption of bacteria and harmful toxins in the environment, which can lead to skin issues such as eczema. This is why babies are more likely to have negative reactions to harsh preservatives and fragrances.”

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So do babies need a dedicated skincare routine?

According to a study by Precedence Research, the global baby skincare market size was estimated at over US$18 billion in 2022 and is expected to be worth around US$30 billion by 2030, as more and more brands curated exclusively for babies launch regularly. But just as with adult skincare, which ones to trust will depend on the ingredients they use and the ones they’re formulated without.

In the case of Evereden, for example, it aims to work on formulations radically different than what the rest of the market has to offer. “We stay on the cutting edge of dermatological research and bring innovation and R&D advances from prestige women’s beauty and skincare into the family,” Ho says.

Using plant-based ingredients while still being heavily driven by science, sourcing high-quality ingredients from world-class manufacturers, and keeping innovation at the forefront is key to Evereden’s philosophy. It’s the reason why it co-create its products hand in hand with a trio they call Moms in Medicine. “We have three doctors – dermatologists who are also mums – who lead our research and development team. They approve every single ingredient and product that we launch,” explains Ho.

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Other brands like Paloroma, Pipette, Tubby Todd and Roe Wellness have taken the industry by storm by offering a unique and safe approach to baby skincare that wasn’t so common a few years ago.

Additionally, some known brands have developed babies’ and children’s collections in the past few years as an expansion to their already popular products. Such is the case of Dr Barbara Sturm, who in 2019 launched a line formulated specifically for sensitive young skin, using non-irritating and fragrance-free ingredients to nurture, protect and maintain the natural softness of babies’ skin.