Started Cloudbaby after spending way too many nights reading ingredient lists at 2am trying to figure out why my daughter's skin kept flaring up.

Here's the thing nobody tells new parents: "fragrance-free" and "hypoallergenic" aren't regulated terms. A product can say fragrance-free and still contain masking fragrances used to cancel out the smell of other ingredients. Same with hypoallergenic — it's a marketing claim, not a certification.

What actually matters for baby skin:

• Check for essential oils hiding under "natural fragrance" — lavender and citrus oils are common irritants even though they sound gentle

• Preservatives like phenoxyethanol are fine at low concentrations, but stacking multiple products with it adds up

• pH matters more than people think — baby skin sits around 5.5, and a lot of "gentle" adult products are way more alkaline

We built our first product, a daily lotion, around ingredient transparency — full list on the product page, nothing hidden behind "fragrance" or "parfum." If you're a parent dealing with sensitive baby skin, happy to answer questions on ingredients here, no pitch required.