Made Of brand rides boom in baby organic products

By Simon Pitman contact

- Last updated on GMT

Made Of brand rides boom in baby organic products
With major retailers in the US clambering to stock the leading organic baby and toddler personal care products, Made Of is one particular brand that is reaping the benefits.

The Brooklyn, New York-based brand was launched late in 2017 and has been going from strength to strength, as it continues to meet a growing demand from new parents looking for the safest and most natural products for their children.

The range of skin care and diapering products was publicly launched at the Natural Products Expo West, in California, back in March 2018, and recently reached a new milestone after nationwide retailer Target confirmed that it would be stocking the line.

Tapping into global growth in organic baby care

The global market for organic personal care products is currently projected to reach more than $11 billion by 2025, and a significant driving force behind this growth is parents searching for healthy products for their babies and children.

This is because of a growing awareness that babies and young children are particularly susceptible to toxins and harsher chemicals, which can lead to irritations, breakouts and allergic reaction that can impact a young child’s wellbeing.

The trend for safer and purer baby care products has been well documented in the more developed markets, particularly in Europe and North America, but has also been in evidence in Asia, particularly in China where a growing middle class is demanding higher end cosmetic and personal care products. 

Loss of Toys R US creates gap in the market

But in the US retailers are also rushing to fill the void in the market created by closure of the Toy R US retail chain in June last year, which was not only a major player in the toys and games category, but it also stocked a wide range of baby and children’s personal care products.

As a result, major retail chains that have also traditionally targeted the children’s market, such as Walmart, Buy Buy Baby and Kroger, are seeing a big rise in demand for a broad range of children’s product that they are rushing to supply.

Target is also playing a big part in the race to meet this new demand, and has turned to the Made Of brand in an effort to help meet that increased demand.

But Target’s interest in the brand also ties in with its focus on brands that share a higher level of transparency, to which end the Made Of brand has opted to disclose the origin and safety of each ingredient it uses by sharing details of safety testing and the exact location of manufacturing in the US.

The Made Of brand is debuting its complete line of baby care products in Target stores this month, which includes Organic Soothing Baby Wipes, Shampoo and Body Wash, Organic Hand Soap, Organic Calming Baby Powder and Organic Diaper Cream.

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