When my daughter was born I went into full research mode. I had already been on a clean living journey for a few years by that point but having a newborn raised the stakes completely. A baby’s skin is thinner and more permeable than adult skin which means whatever you put on it absorbs more readily. I was not going to be casual about it.
Here is what I actually used from newborn through today.
Why It Matters More Than You Think
Conventional baby washes and shampoos are often full of the same ingredients found in adult personal care products – synthetic fragrance, sulfates, parabens, and preservatives that have no business being on a newborn. The marketing on baby products is particularly misleading because words like gentle, pure, and natural mean absolutely nothing without third party verification.
What to look for: EWG Verified is the gold standard. Fragrance free or scented only with essential oils. Sulfate free. Paraben free. Short ingredient list you can actually read.
The Brands I Have Used
SheaMoisture 100% Virgin Coconut Oil Baby Wash and Shampoo – Sweet Pea and Murumuru
This was my first clean baby wash and I loved it. When my daughter was a newborn this is what we used and the Sweet Pea and Murumuru scent was genuinely beautiful. SheaMoisture is a fair trade brand with roots going back to 1912 and their baby line uses coconut oil as the base cleanser with no sulfates, no parabens, no phthalates, no mineral oil, and no petroleum.
One honest note: the formula lists “Fragrance (Essential Oil Blend)” which is better than just fragrance but is still technically a label loophole. If you have a newborn with very sensitive skin or want the tightest possible ingredient control I would go straight to the Attitude line. But as a gentle introduction to clean baby wash this is a solid and widely available option on Amazon.
Pros: Fair trade, coconut oil based, sulfate and paraben free, beautiful scent, widely available on Amazon, affordable.
Cons: Lists fragrance as an essential oil blend rather than naming specific oils. Not EWG Verified.
Attitude Watermelon and Coco Kids Line
This is what we use now and have used for years. The entire Watermelon and Coco line is EWG Verified across shampoo, body wash, conditioner, and lotion – the whole routine in one scent. My daughter loves it and honestly so do I. The scent is sweet and fresh without being overwhelming and the formula is 97% naturally derived, silicone and SLES free, vegan, and dermatologically tested.
I use the shampoo and body wash as a 2-in-1 which makes bath time fast, the lotion goes on after for moisture, and the hand sanitizer travels everywhere with us. Having everything in one scent and one trusted brand simplifies the routine completely.
Pros: EWG Verified across the entire line, 97% naturally derived, silicone and SLES free, kid friendly scent, 2-in-1 shampoo and body wash saves time, full line available so you can do the whole routine in one brand, available on Amazon.
Cons: The Watermelon and Coco scent contains a fragrance blend rather than individually named essential oils. If fragrance of any kind is your hard line go with the unscented baby line instead which is also EWG Verified.
Everyone Baby is EWG Verified, made with coconut cleansers, and gentle enough for newborns and sensitive skin. This is the same brand behind the Everyone hand soap I have used for years and the baby line lives up to the same standard. Simple, clean, reliable, and widely available on Amazon.
Pros: EWG Verified, coconut based cleansers, gentle for newborns and sensitive skin, fragrance free option available, available on Amazon.
Cons: Fewer scent options than some other brands.
Hello Bello was my budget-friendly option and I am so glad it exists. The whole line – shampoo, body wash, conditioner, lotion, and hand sanitizer – rates low hazard on EWG and is available on Amazon at a price point that makes it genuinely accessible for every family. This is the brand I reached for when I wanted something clean without the premium price tag.
One note: Hello Bello rates low hazard on EWG across most of their line but is not EWG Verified which is a stricter standard. Also avoid the Sleep Sweet scent specifically as that one rates moderate hazard. Stick to the fragrance free, lavender, or fresh and clean versions for the cleanest option.
Their mission goes beyond ingredients too – they have donated over 7 million diapers to families in need which is something I appreciate from a brand I recommend.
Pros: Low hazard on EWG across most of the line, full baby routine available in one brand, affordable, widely available on Amazon, plant based formula, vegan and cruelty free.
Cons: Not EWG Verified. Avoid the Sleep Sweet scent which rates moderate hazard.
The Bottom Line
If I were starting over with a newborn today I would go straight to the Attitude unscented baby line for the first few months while skin is at its most sensitive, then transition to the Watermelon and Coco kids line as she got older – which is exactly what I did. SheaMoisture is a great option if you want something widely available at most drugstores without ordering online. And if budget is a real concern Hello Bello gives you a full clean routine at a price that works for everyone.
All products linked in my bio. Always verify current EWG ratings at ewg.org/skindeep before purchasing.