By Amanda Lim – October 2022

Here we reveal exclusive insights from established and rising baby care brands Aromababy, Lovekins and P’URE PapayaCare Baby on what it takes to earn the trust of protective parents, how the COVID-19 pandemic has affected the market, and why Asia Pacific is the hotbed of growth for this sector.
The toddler’s personal care routine used to be ubiquitous for parents everywhere.

For most of us, for years it consisted of the Johnson & Johnson trio – No More Tears shampoo, baby oil, and baby powder. So much so that we all unanimously agreed that J&J baby powder was the de facto ‘baby smell’.

By the time the 2020s rolled around, we were well obsessed with natural, organic, and clean beauty and personal care products. And because parents will always want the best for their little ones, we transferred our own consumption values into shopping for our children.

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