TL;DR: Kindred Naturals started as a baby skincare brand, but our Magnesium Lotion was designed from day one to work for moms too — not as an afterthought, but because we believe family skincare shouldn't stop at the nursery door. A family-first skincare brand means holding every product, for every family member, to the same ingredient standard. That's why our Nightly Reset lotion sits on both the changing table and the nightstand.
If you've ever stood in the bathroom at 9pm, slathering your toddler in a gentle, plant-based lotion and then reaching for whatever's left in your medicine cabinet for yourself, you already know the disconnect. So many of us research the ingredients in our kids' products obsessively — and then quietly settle for less in our own routine, because there's no time, no budget, or no product built with us in mind.
We noticed that gap early on. And it's a big part of why Kindred Naturals grew from a baby shampoo brand into a family-first skincare brand — one where the lotion we formulated for babies is the same one moms reach for at the end of a long day.
Why Did We Design the Magnesium Lotion for the Whole Family, Not Just Babies?
Our Magnesium Lotion, "The Nightly Reset," was never meant to live only in the nursery. Magnesium is a mineral that supports muscle relaxation and the body's natural wind-down process, and that's just as relevant to an exhausted mom's shoulders and legs as it is to a baby's bedtime routine. Once we formulated a lotion gentle and clean enough for a baby's skin, there was no reason to build a separate, "grown-up" version with a different ingredient list. The same nourishing, lightweight formula works for both.
That decision came from a practical place, too. Emma — and honestly, most of the moms we talk to at farmers markets — already has one more bottle than she needs on her nightstand. Giving her a product that supports the whole family's bedtime routine, instead of one more single-use item, felt like the more honest way to build a brand.
What Does It Mean to Call Kindred Naturals a "Family Brand," Not Just a Baby Brand?
For us, "family-first" isn't a marketing label — it's a formulation rule. Every product we make has to meet the same ingredient standard whether it's going on a six-month-old or a 35-year-old mom. We don't create a "sensitive" version for baby and a separate, less scrutinized version for adults. If an ingredient isn't something we'd put on our own kids, it doesn't go in the bottle, period — for any product, for anyone in the house.
That single standard is also why our product line is intentionally small. It's easier to hold two products to a rigorous, family-wide standard than to hold twenty products to a lower one.
Why Does This Matter for Ingredient Standards?
Adult skincare regulation in the U.S. is generally looser than the (already limited) oversight applied to products marketed for babies. That means a lot of "family" brands quietly use two different rulebooks — a gentler one for the baby aisle, a looser one for everything else. When one lotion has to work for both, there's nowhere to cut corners. The soapwort-based, fragrance-free approach we use in our Baby Shampoo & Body Wash follows the same logic: real, named ingredients, nothing hidden behind a generic "fragrance" listing, for every member of the family.
Is It Really Safe for Moms and Babies to Use the Same Product?
Yes — and that's the point. Because the Nightly Reset is formulated to be gentle enough for a baby's more permeable, sensitive skin, it's automatically well-suited for adult skin too, including skin that's dry, sensitive, or reactive to synthetic fragrance. We didn't dilute an adult formula down for babies; we built the baby-safe version first and let it stand on its own for moms. In practice, that looks like a lightweight, non-greasy lotion the whole family can share from the same bottle at bedtime.
Why Does This Approach Matter to Us as Founders?
Kindred Naturals started because of an ingredient on our own baby's product label that we couldn't ignore. But somewhere in that process, we realized the same question — "what's actually in this, and is it good enough for my family?" — didn't stop applying once our kids outgrew the baby aisle. It applies to the lotion moms use to unwind after bedtime, too. Building a family-first skincare brand, instead of a baby-only one, was the natural next step of taking that original question seriously.
Frequently Asked Questions
Can adults use Kindred Naturals baby products?
Yes. Both the Baby Shampoo & Body Wash and the Magnesium Lotion are formulated to be gentle enough for babies while working just as well for older kids and adults. There's no separate "adult version" — it's the same clean formula for everyone in the family.
Is magnesium lotion safe to use every night?
Our Magnesium Lotion is designed for regular use as part of a nightly routine, for both babies and moms. As always, we recommend patch-testing any new product and checking with your pediatrician or doctor if you have specific skin sensitivities or health concerns.
What makes a skincare brand "family-first" instead of just a baby brand?
A true family-first brand holds every product — for babies, kids, and adults — to the same ingredient standard, rather than using gentler formulations for babies and looser ones for everyone else.
Why does Kindred Naturals only sell two products?
Keeping the line small lets us apply one rigorous ingredient standard across every product and every family member, instead of stretching that scrutiny thin across a large catalog.
Is the Magnesium Lotion the same product for babies and moms?
Yes. It's a single formula — there isn't a "baby version" and a "mom version." The same lightweight, plant-based lotion goes on the changing table and the nightstand.
If you're curious what a lotion built for the whole family actually feels like, you can explore the Nightly Reset Magnesium Lotion and our Baby Shampoo & Body Wash at shopkindrednaturals.com.
Written by Mike & Carly Pronsky, founders of Kindred Naturals.