Clear information, so you can choose with confidence.
Thoughtfully selected products, with clear information about materials, ingredients, and certifications, so you can shop with greater confidence.
Formula
Only US-market formula that meets FDA requirements, sourced from manufacturers or authorized distributors. We'd plan to track lot numbers so we could contact families quickly about a recall.
Toys & play
We'd require a Children's Product Certificate based on third-party testing to CPSC rules, and show age grades on every product.
Food
We'd prioritize brands that share heavy-metal testing results, and label which ones do, so you don't have to dig.
Diapers
Plant-based, cotton-lined, cloth and everyday options for different budgets. We'd say exactly which part is plastic-free, so the label is honest.
Bath & skin
A preference for fragrance-free formulas without parabens or phthalates, and mineral sunscreens for babies over 6 months.
Recalls
We'd plan to follow CPSC and FDA recall notices and let affected families know what to do next.
No product is perfectly "safe" in every situation, and we won't claim otherwise. HSA/FSA eligibility would be confirmed item by item.
What we wouldn't carry
- Imported formula sold outside authorized channels
- Inclined sleepers, weighted infant sleep products or crib bumpers
- Toys without a Children's Product Certificate
- "Plastic-free" claims we can't verify