05.26.22
Natralus Australia, an indie beauty brand from Australia, aims to equips parents with clean skincare products for kids.
The brand says that over a decade ago, the Environmental Working Group released a study claiming that, per a sizeable online survey of 3,300 parents, the average child is exposed to 27 chemicals each day—and these have not been found to be safe for children. The study was only in regards to body care products.
Since that time, "awareness has risen dramatically, and many parents have become more thoughtful when it comes to sourcing their childcare products—but the number of chemicals present in many mainstream brands remains mysteriously difficult to gauge," the brand states.
This has even spurred the Environmental Protection Agency to state that "Young children face special risks related to chemical exposures because of their unique biological makeup and child-specific behaviors; however little is known about young children's exposures and the factors that impact exposure." (Emphasis added.)
The team at Natralus Australia Natralus spent years developing a line of skincare products that tap into natural ingredients. Each Natralus formula focuses on selecting high-quality natural and organic ingredients, such as Paw Paw (Carica Papaya), Styrax Benzoin, and Aloe Vera.
These ingredients are combined them in purposeful ways, the brand says, to create functional products that serve specific purposes.
Along with a range of adult products, the company has also created its My Little One line, which empowers parents to opt for a more natural approach to skincare and wellness.
"We are a family-owned brand that understands the challenges modern parents face," says Natralus owner and CEO John Rowe.
Rowe says, "Our roots go back to my grandfather, who was recognized for his ability to craft selected natural ingredients into incredibly effective medicines. Even doctors would send him their patients because they knew they could trust him to find an effective solution to their problems. We've brought that same philosophy to the 21st century with Natralus. We're helping families effectively and safely solve their skincare and hygiene concerns one issue at a time."
Along with using natural, organic ingredients, Natralus products are also free from mineral oils, artificial fragrances, parabens, and sulfates. They are also certified toxic free.