Over at our sister title Natural Products we’ve been busy compiling our annual baby supplement – which means checking out what’s new in natural nappies, organic baby food and other yummy mummy essentials. Along the way we noticed that natural baby body care is a serious sub trend. It seems that Euromonitor agree: according to their figures the category grew by 7.7% in 2010.

New to the sector is South African beauty brand Pure Beginnings, who have just launched their baby care range in the UK. The range’s hero ingredient is Baobob – aka the South African ‘Tree of Life’. As well as high levels of vitamin C and antioxidants, it also features  vitamins A and B, which help hydrate and firm vulnerable skin. Availbale at John Lewis and all good independent retailers, it includes Baby Bum Cream, Body Lotion and Body Wash and Shampoo. It’s currently being tested by the office’s resident new babies  and their parents – we’ll let you know how they get on.

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