TL;DR: Phthalates are a class of synthetic chemicals found in plastics and personal care products. They’re endocrine disruptors — meaning they can interfere with hormone function — and they often hide on ingredient labels behind the single word “fragrance.” Research links phthalate exposure in infants to measurably higher chemical body burden, and prenatal exposure to adverse neurodevelopmental outcomes. Choosing fragrance-free products with fully disclosed ingredient lists is the most reliable way to reduce your family’s exposure.
If you’ve ever read the word “fragrance” on a baby product label and wondered what it actually means, you’re already asking the right question. Fragrance is one of the most common places phthalates hide — and unlike most ingredients, companies aren’t required to disclose what’s in it. So even when you’re reading the label carefully, you might not be getting the full picture.
I started Kindred Naturals because of exactly this kind of discovery. After our first child was born, we went deep on what was actually in the products we were using — and the more we looked, the more we found. Phthalates were one of the first things that made me want to start over from scratch.
What Are Phthalates, Exactly?
Phthalates (pronounced THAL-ates) are a class of synthetic chemicals used in plastics to make them more flexible and durable. But they also show up in personal care products — lotions, shampoos, fragrances, nail polish — as solvents and fixatives that help scent cling to the skin and last longer.
They’re what’s called endocrine disruptors: chemicals that can mimic, block, or interfere with the body’s natural hormone signals. The endocrine system controls everything from growth and development to metabolism and reproduction — so anything that disrupts it is worth paying attention to, especially in a developing child.
The most common phthalates in personal care products include:
- DEP (diethyl phthalate) — the most frequently found in cosmetics and fragrances, according to the FDA
- DBP (dibutyl phthalate) — used in nail polish and some lotions
- DEHP (di(2-ethylhexyl) phthalate) — more common in plastics but found in some personal care products
Why Are Phthalates a Particular Concern for Babies?
This is the question that matters most if you’re a parent. Infants have several factors working against them when it comes to phthalate exposure:
Their skin absorbs more. Baby skin is thinner and more permeable than adult skin, which means anything applied topically — lotion, shampoo, powder — can be absorbed at higher rates relative to adults.
Their bodies metabolize chemicals differently. A baby’s detox pathways are still maturing. What an adult body clears quickly may linger longer in a developing system.
They get proportionally higher doses. Relative to body weight, a baby’s skin surface area is significantly larger than an adult’s — which means the same product delivers a proportionally higher chemical dose.
A widely cited study published in Pediatrics found that infants recently treated with baby lotion, shampoo, and powder had significantly higher levels of phthalate metabolites in their urine — and the association grew stronger with the number of products used. Younger infants showed the strongest effect. A comprehensive review in Environmental Health Perspectives further documented the link between childhood phthalate exposure and hormonal disruption and neurodevelopmental concerns.
What Does the Research Say About Phthalates and Brain Development?
This is where the research gets harder to sit with as a parent — but it’s also the most important context to have.
Long-term birth cohort studies have shown associations between prenatal phthalate exposure and adverse neurodevelopmental outcomes. Researchers at Columbia University found that prenatal phthalate exposure was linked to decreased mental and motor development scores in preschool-age children.
A 2021 analysis published in the American Journal of Public Health called for regulatory action, citing data from multiple birth cohort studies showing associations between prenatal ortho-phthalate exposure and ADHD, lower IQ scores, and behavioral problems in children.
And in 2024, a new study examined over 630 children ages 4 to 8 and found that kids who had hair or skin care products applied within the past 24 hours showed measurably higher phthalate metabolite levels in their urine. The research, published in Environmental Health Perspectives, adds to a growing body of evidence that everyday product use is a meaningful source of exposure for children.
This doesn’t mean one conventional bath causes harm. But it does mean that reducing unnecessary phthalate exposure over months and years — especially during critical developmental windows — is a reasonable, evidence-informed choice.
How Do Phthalates Hide on Labels — and How Do You Find Them?
Here’s the frustrating part: phthalates are often not listed by name on product labels.
When a company uses synthetic fragrance, the FDA doesn’t require them to disclose the individual components. The entire mixture — which can contain 50 to 300 individual chemicals — is grouped under the single word “fragrance” or “parfum.” And phthalates, particularly DEP, are commonly used in those blends to help scent linger on skin.
According to the FDA, consumers generally cannot determine from an ingredient label whether phthalates are present in a product’s fragrance. That’s not a gap in your label-reading skills — it’s a gap in disclosure requirements.
So the most reliable indicator isn’t phthalates being absent from the label — it’s the absence of the word “fragrance” altogether. When a product uses no synthetic fragrance and fully discloses every ingredient, you can actually evaluate what you’re getting.
What Can You Do to Reduce Your Family’s Exposure?
You don’t need to overhaul everything at once. But being intentional about what goes directly on skin — especially a baby’s skin — is a practical place to start.
- Skip synthetic fragrance. If a product lists “fragrance” or “parfum,” that single ingredient is a wildcard. Choose fragrance-free, or look for products that name each scent source individually.
- Scan for phthalate acronyms. If you see DEP, DBP, or DEHP on a label, that’s a phthalate — and a clear reason to look elsewhere.
- Simplify your routine. More products means more exposure vectors. A short, clean ingredient list means fewer unknowns and a lower cumulative load.
- Ask the brand directly. Transparent brands will tell you clearly whether their products are phthalate-free. If a company won’t say, that’s worth noting.
Frequently Asked Questions
Are phthalates in all baby products?
No — but they can be present in any product that lists “fragrance” as an ingredient, since phthalates are commonly used in synthetic fragrance blends. Products that are explicitly fragrance-free or that name every scent source individually are the safest options.
What’s the difference between phthalates in plastics and phthalates in baby lotion?
They’re the same class of chemicals. In plastics, phthalates act as plasticizers (making the plastic flexible). In personal care products, they’re used as solvents and fixatives that help fragrance bind to skin. The concern with skincare is dermal (through-skin) absorption — which is why infant products are a particular focus for researchers.
Should I be worried about phthalates in my baby’s current shampoo?
It’s worth checking the label for “fragrance” or “parfum.” If you see it listed without further disclosure, phthalates may be present. You can reach out to the brand directly and ask — transparent companies will confirm clearly. If a brand won’t answer, that’s useful information too.
Is there a “safe” level of phthalate exposure from personal care products?
Regulatory agencies haven’t established a universal safe limit for phthalate exposure through personal care products specifically. Researchers in this area generally recommend reducing unnecessary exposure, particularly for infants and pregnant women, who are most vulnerable to endocrine-disrupting effects during critical developmental windows.
Are Kindred Naturals products phthalate-free?
Yes. Our formulas contain no synthetic fragrance and no phthalates. Every ingredient is listed, sourced transparently, and chosen because it belongs there — not because it helps a scent linger longer. You can read the full ingredient list at shopkindrednaturals.com.
If you’re ready to simplify your family’s routine with products whose ingredients you can actually read and trust, we’d love to be part of it. Explore our full line at shopkindrednaturals.com.
Written by Mike & Carly Pronsky, founders of Kindred Naturals.