Baby care 

Baby care in transition: trends, opportunities, and challenges in the cosmetics industry

A baby’s skin is delicate, sensitive, and particularly vulnerable. This is precisely what makes baby care so appealing—and challenging. In times of declining birth rates and simultaneously rising product demands, the baby care market is undergoing radical change. Today’s parents are more informed and critical, and want safe, natural, and functional care products for their little ones. But what makes good baby care? Which raw materials are suitable? Where are the opportunities and risks for cosmetics brands?

 

 

Why baby care has special requirements

Babies differ from adults in many ways—including their skin structure. Baby skin is about 20–30% thinner and its barrier function is underdeveloped. This makes it particularly susceptible to irritation, allergies, and infections. In addition, the skin is more permeable, allowing ingredients to enter the body more easily. At the same time, care products must support the skin’s natural maturation process without disrupting it.

The most important challenges in baby care are:

• Protection against moisture loss (especially in the diaper area)
• Alleviation of irritation (e.g., from contact allergens)
• Prevention and treatment of skin diseases such as eczema, diaper rash, or neurodermatitis
• Promotion of the natural skin barrier
• Reduction of unnecessary ingredients to minimize risks

 

 

Important ingredients for baby care

Choosing the right ingredients is at the heart of effective baby care:

Proven classics in baby care

• Chamomile extract: soothing, anti-inflammatory
• Calendula (marigold): promotes wound healing
• Almond oil: protects against dehydration, provides intensive care

Modern innovations from research

• Melicica™: based on Australian Manuka honey, effectively reduces skin redness and promotes regeneration – an innovation for diaper creams.
• Heliosoft™: strengthens the skin barrier and ensures particularly soft textures.
• Lecithin-based emollients: provide natural moisture and improve the sensory experience.

This combination of traditional and modern raw materials delivers excellent results – gentle on baby’s skin, yet highly effective.

 

 

Advantages of the baby care segment

Strong trust and emotional attachment

Products that parents trust for their babies have a good chance of remaining in the household for the long term – often even beyond the baby stage. Brand loyalty starts early and can accompany families for years.

Trend toward family care

According to Mintel, 79% of US parents use products for their babies that they would also use themselves. This creates potential for multi-use and family products.

Growing market

The global market for baby and pregnancy care products is expected to grow to USD 13.5 billion by 2031, with an average annual growth rate of 6.9% (WGSN). Despite declining birth rates, the market remains attractive, primarily due to rising quality standards.

Innovation potential

Whether natural formulations, new active ingredients, or sustainable packaging, baby care is an ideal testing ground for innovation.

 

 

Disadvantages and challenges

Strict regulation

Products for babies are subject to particularly high safety requirements. Every ingredient must be carefully tested, and dermatological tests are mandatory.

Cost-intensive development

The development of safe, mild formulations with high-quality raw materials and dermatological tests incurs higher costs, making it difficult for small brands to enter the market.

Sensitivity of the target group

Parents are sensitive to negative headlines. Recalls or scandals can damage a brand’s reputation in the long term.

High competitive pressure

Many established brands and growing niche providers are fighting for market share. Only those who position themselves clearly – for example, through naturalness or innovation – can stand out.

 

 

Ideas for new baby care products

Here are some inspiring product ideas that offer both functional and brand strategy potential:

Multifunctional care balms

A balm for skin irritations, dry areas, and as a diaper cream—with soothing ingredients such as melicica, chamomile extract, and shea butter.

Sensory bath additives

Products that not only cleanse but also create emotional moments (glimmers) – e.g., with a mild fragrance, soothing colors, and skin-soothing plant extracts.

Family-friendly all-round creams

For babies, children, and parents – simple but effective formulations with natural raw materials and a clear focus on skin health.

Sleep ritual series

Gentle sleep products with lavender, oat milk, or lemon balm – such as body milk or pillow spray – tailored to the sensitive skin of babies.

Eczema protection series

Targeted care series for neurodermatitis skin, dermatologically tested, fragrance-free and enriched with skin-strengthening ceramides.

 

 

Summary

Baby care is a sensitive but growing area in the cosmetics industry. Parents are looking for safe, natural and trustworthy products. At the same time, the pressure to innovate is increasing: skin health, sustainability, and multifunctionality are becoming increasingly important. New raw materials such as Melicica and Heliosoft offer attractive opportunities for effective and gentle care. Brands that recognize trends early on and focus on high quality can establish themselves in the long term.

 

Cosmacon GmbH: Your partner for innovative baby care

If you want to develop a brand in the field of baby care or optimize existing products, Cosmacon is your ideal partner. We support you with scientific expertise, state-of-the-art raw material concepts, and individually developed formulations—precisely tailored to the sensitive requirements of baby care. Together, we create safe, effective, and emotional products for your target group—and set new standards in the market.

Contact us now—and let’s set new standards in baby care together.

 

When products are needed quickly:

✨ Our partner Tojo Cosmetics offers innovative, active ingredient-rich private label products – quickly available, high quality and perfect for brands that want to impress with passion and quality.

 

 

 

Literature:

Skin care for healthy babies at term: A systematic review of the evidence.

Cooke A, Bedwell C, Campbell M, McGowan L, Ersser SJ, Lavender T. Midwifery. 2018 Jan;56:29-43.