Explainer / Does your baby need a dedicated skincare routine? Less is more for little ones, but keeping their skin hydrated is key – with brands like Dr Barbara Sturm, Tubby Todd and Evereden leading the market

Jun 7 , 2023

The baby skincare market is continuing to expand, with brands like Tubby Todd at the forefront. Photo: Handout

While babies don’t necessarily need a multi-step skincare routine like many adults do, their sensitive skin does make them prone to certain issues like eczema – so baby-specific products are vital

Being 30 per cent thinner than that of adults, baby skin can be easily irritated by bacteria and can lose moisture at double the rate, with external toxins from the environment

As adults, we’ve had plenty of time to explore and curate our own collection of skincare products, but when it comes to babies, all those baby-specific items might seem unnecessary. After all, we’re tempted to believe it’s all just marketing, right?

Well, hold up – there are actually some pretty compelling reasons why babies have different skincare needs. Read on for our deep dive into the subject …

What’s different about babies’ skin?

Babies’ skin is way more sensitive and requires extra care. Photo: Handout

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.”

Evereden products are designed for children and families. Photo: Handout

When it comes to baby skin, less is more. Your baby’s immune system may still be developing in the early months so you want to use the mildest cleansers, lotions, creams and ointments available. However, when dry skin, eczema and diaper rash appear, it’s time to tackle those issues head-on.

So do babies need a dedicated skincare routine?

The global baby skincare market is expanding rapidly with brands such as Tubby Todd. Photo: Handout

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.