New Natural Product Line for Babies and Kids

Now eco-friendly, health conscious moms can offer their children a natural alternative to baby products.  Johnson’s recently launched a new line of natural products for babies and kids in order to support the needs of the growing number of moms who live a natural lifestyle.  JOHNSON’S NATURAL provides a combination of 98% plant and fruit-derived natural ingredients and includes the already well-received No More Tears Formula.  The products have been formulated with babies in mind, and aim to cleanse, hydrate and nourish baby’s skin.

I am happy to see a personal care product giant like Johnson’s become eco-friendly and put the consumers’ best interests first.  The products contain neither Parabens nor phthalates and use of 60% post-consumer recycled packaging.

The new line of products, including lotion, foaming wash and shampoo, claim to contain only ingredients that meet or exceed the guidelines set forth by the Natural Products Association, yet none are certified by the association.

The line consists of five product offerings for moms with children of varying ages:  JOHNSON’S® NATURAL™ HEAD-TO-TOE™ Foaming Baby Wash, JOHNSON’S® NATURAL™ Baby Shampoo, JOHNSON’S® NATURAL™ Baby Lotion, JOHNSON’S® NATURAL™ Kids 2-in-1 Kids Hand & Face Foaming Wash, and JOHNSON’S® NATURAL™ Kids 3-in-1 Shampoo, Conditioner & Body Wash.

To coincide with the launch of the new line, JOHNSON’S® is introducing a new micro site,, where moms can get information about the products and ingredients, receive coupons and view a new video series.

The new JOHNSON’S® NATURAL™ product line is now available across the US at food, drug and mass retail stores, and has suggested retail prices that range from $4.59 for 9 oz. to $6.49 for 18 oz.

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Posted by on Oct 15th, 2010 and filed under NEW PRODUCTS. You can follow any responses to this entry through the RSS 2.0. You can skip to the end and leave a response. Pinging is currently not allowed.

5 Responses for “New Natural Product Line for Babies and Kids”

  1. Mike Keaton says:

    Thank you for highlighting the Natural Products Association (NPA) Natural Seal as part of your story. While NPA does require that 95% of a product’s ingredients be natural in order to earn the NPA Seal, that is far from the only criteria. For example, NPA requires that the product be manufactured with appropriate processes to maintain ingredient purity.

    Other NPA natural certification requirements include:

    • Safety: A product labeled “natural” should not include any ingredient with a suspected human health risk.
    • Responsibility: A product labeled “natural” should use no animal testing in its development.
    • Sustainability: A product labeled “natural” should use biodegradable ingredients and the most environmentally sensitive packaging.

    More than 350 products and 150 ingredients have been certified natural. For more details about the NPA natural certification program, please go to

  2. Great post about this. I’m surprised to see someone so educated in the matter.

  3. Natural Is Not Enough says:

    Please check all products against the Skin Deep website, where toxicity ratings are available for most products. The J&J Naturals line ranks pretty high in toxicity.

  4. Craig Payne says:

    I do agree that the Skin Deep Database is a great resource to check for safety and toxicity of products. However, it appears that the database has not yet been updated to reflect the new line of JOHNSON’S NATURAL, just some of their older products. With that said, it is a little concerning to me that JOHNSON’S claims that the product follows the NPA’s standards, yet JOHNSON’S does not certify the product. After reviewing the ingredient list there are no real red flags except for ‘FRAGRANCE’ which do include any number of chemicals.

  5. Bulk says:

    It’s scary about how almost everything these days has something toxic in them. You might be using something for a long time and you’d have no idea that it was toxic.

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