By now, you’ve hopefully perused (and maybe even gotten really, really psyched about) the brand-new Brandless baby collection, consisting of better diapers, clean baby care, and organic first foods. As a company, we’re incredibly proud of the offerings, and know we didn’t get here alone — this category was inspired by, asked for, and formed by you, our community of parents.
Brandless baby was driven by “what the Brandless community was asking for . . . there were just tons of requests for baby products and people seeing what we were doing in the world of snacking, food, and beauty products, and thinking, ‘oh my gosh, this would be so amazing if I could have something like that with products that were specific for my children’,” says Alex Fossey, the Brandless buyer who developed and sourced the collection.
And of course, Alex is also a parent herself. This project was near and dear to her heart, because she’d already started the research for what she’d want from great baby products when she started having babies herself.
Alex is a mom of two, to 5-year-old Finn and 3-year-old Isla. “I was just in the baby phase with my daughter, and it was incredibly difficult to find products I felt great about within a budget that made sense for my family,” Alex says.
She brought that with her to this project: “At Brandless, what we do is give accessibility to amazing products for so many people. And the world of baby is just starving for a company to be able to do this, and provide the transparency and tell you why these items are so great for your child — in addition to the incredible price points we’re delivering them at.”
Left: Alex and her daughter, Isla
The personal and professional collided in the best way for Alex, as she worked on Brandless baby. “As a mom, you’re constantly talking about products and food, and what’s working and what’s not, from ‘how’s your child sleeping’ to ‘what type of diapers do you use?’
It wasn’t just Alex and her mom community driving this project. The Brandless community — you — helped form it. Brandless baby was driven by “what the Brandless community was asking for . . . there were just tons of requests for baby products and people seeing what we were doing in the world of snacking, food, and beauty products, and thinking, ‘oh my gosh, this would be so amazing if I could have something like that with products that were specific for my children’.”
The diapers were a priority to the collection. “As a first-time mom, it took a while to understand what was important to myself from a diaper perspective,” Alex recalls. “Performance was super important to me, and I wanted to make sure that I was using something that was safe and gentle for my baby, but also eco-friendly, given how many I would be using on a daily basis. And price point — I could never find a diaper that fit my needs and was affordable. So that’s why I’m so excited about our diapers that we’re launching — there’s no chlorine processing and they last up to 12-hours, so I can use them during the day or night.”
Aside from diapers, Alex is particularly proud of the baby care products (which are clean; that is, made with only the ingredients they need), especially because she had made the switch with her own personal care products to clean beauty. “Once I had made the change to clean beauty for myself and my husband, it was definitely something I wanted for my children as well,” Alex says. That means gentle, safe, and effective baby basics like Tear Free Baby Shampoo & Wash, Clean Diaper Rash Cream, Unscented Baby Lotion, and Multi-purpose Baby Balm.
She also knew how hard it had been to find those products when she became a mom. “It was really hard to find brands that were transparent about not only what was in their products, but what wasn’t in their products. I leaned on my mom community, did a ton of personal research and looked to brands that I trusted that had expanded into baby care. But again, I always found it super challenging to find something that was affordable and truly transparent about ingredients and formulations.”
That was a problem the Brandless team could solve. “That’s something that’s so great that Brandless does — with all of our community, we’re completely transparent with our banned ingredient list.” And of course, they’re not coming with a premium price. “It’s hard to be able to find these things at an affordable price point, and the performance of them is amazing. I just have so much belief in our quality and regulatory team and all of the testing we put these items through to really make sure they work for adults, but are obviously safe for the little ones that’ll be using them.”
Finally, we’re excited for the community to discover the organic first foods, which are all organic and non-GMO, and they’re made without any synthetic flavors and colors. Many of our baby foods are also tree nut, gluten, and dairy-free. The pouches, in flavors like Mango and Pear, Blueberry, Purple Carrot & Milled Chia, “allow you to introduce different tastes to your child as they are A. just entering the food category or B. want to have nutritious snacks readily available. Another thing I’m super proud of is the price point. I know I keep saying that, but the value and the accessibility we’re delivering in this category is amazing.”
Finally, we had to ask Alex — what are her kids’ favorite products from the Brandless baby collection? “Isla loves the Pear, Blueberry, Purple Carrot and Milled Chia Pouch — that’s her favorite snacking item. And Finn is super into our pouches, the Organic Mango one being his favorite lunchbox snack, in addition to the applesauce pouches from our traditional Brandless assortment.” You couldn’t get a better stamp of approval.
Right: Alex and kids Finn and Isla