A milestone moment for natural personal care

By Deanna Utroske

- Last updated on GMT

A milestone moment for natural personal care

Related tags Dianne feinstein

The independent California Baby brand celebrates its 20th anniversary this month and is doubling down to be an even more influential leader in the natural space with products for consumers of all ages.

Following years of testing, Jessica Iclisoy founded the company in 1995 with what has since become the brand’s signature product: Calming Shampoo & Bodywash.

And now this year, the company was singled out as an industry leader by California Senator Dianne Feinstein: “California Baby exceeds industry standards and is a model company that's in full favor of the Personal Care Products Safety Act,” ​explains the brand’s anniversary media release.

Formalized ethics

Also new this year at California Baby is the Brand Integrity Manager role. Sue Farr holds this title and is responsible

For protecting and advancing the brand’s tenets. “Her primary focus is to ensure that quality standards of ingredients and processes are maintained while continuing to find greener and more sustainable options,” ​according to the media release.

“She also acts as a gatekeeper to the industry as California Baby feels that as one of the founding companies of the natural and organic industry that it is their responsibility to oversee its overall integrity.”

Formalizing a role like this in-house at an independent brand such as California Baby is a smart way of ensuring the company will continue with what matters to, and works best for, the brand.

Legacy in the making

Natural products are rising in popularity across categories and markets. Upscale naturals and science-based product lines are drawing the attention of curious consumers. And forward-thinking personal care and beauty brands of every size are getting involved with the natural ingredient trend.

"I've been in this business since before natural products were a 'trend',” ​Iclisoy tells the press, “and I'm proud to say that California Baby was the first company to say no to sodium lauryl sulfate and took it upon myself to find an alternative.”

“Now, even people who aren't into organic are starting to understand that sulfates are very drying and damaging to the skin. We've come a long way in 20 years. We look forward to a bright future ahead, creating more natural products for the whole family," ​she says.

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