TL;DR: Before Kindred Naturals existed, there was just a bottle of conventional baby wash and a label I couldn't stop reading. When I found an ingredient I couldn't stand behind, I didn't just switch brands — I started researching, reformulating, and eventually building something new. This is the real story of why Kindred Naturals exists, and why ingredient transparency matters so much more than "gentle" on a front label.
I wasn't trying to start a company. I was just a new mom standing in a baby store on Long Island, reading the back of a shampoo bottle — the kind with the smiling baby on the front and "gentle" in big, friendly letters. I flipped it over, started reading the ingredient list, and hit something that made me pause.
I typed it into my phone. Then the next ingredient. And the one after that. What started as a simple scan turned into hours of research — and eventually changed the entire direction of my life. That moment is what became Kindred Naturals.
What Was I Actually Reading on That Label?
Conventional baby products — even the ones with the reassuring words "gentle," "tearless," and "pediatrician-tested" — can contain a long list of synthetic ingredients that aren't always straightforward to evaluate. A 2026 systematic review analyzing baby care products for chemical contaminants found phthalates, parabens, bisphenols, fragrance allergens, and preservatives across a wide range of products. Researchers noted that even trace levels of these chemicals are toxicologically relevant for infants — because babies have immature metabolic pathways, a higher skin-surface-area-to-body-weight ratio, and mouthing behavior that increases exposure.
In other words: what goes on a baby's skin doesn't just sit on the surface. And what might be considered a minor exposure in an adult can mean something very different for a developing infant.
Why Does the Word "Fragrance" on a Baby Product Concern Me?
Under U.S. law, brands aren't required to disclose what's inside a fragrance blend. "Fragrance" — or "parfum" — is a legal catch-all that can contain dozens of undisclosed chemicals, including allergens and phthalates. A study covered by NPR found higher concentrations of hormone-disrupting chemicals in children's urine after using personal care products regularly — many of which contained synthetic fragrance.
I'm not saying every product with "fragrance" is dangerous. I'm saying I didn't want to guess about what I was putting on my baby's skin every single night. That felt like a reasonable standard. And it turned out — looking at what was available — that standard was harder to meet than I expected.
What Did My Research Actually Lead Me To Do?
My husband Mike and I started quietly reformulating in our kitchen. We wanted to understand every ingredient — what it was, why it was there, what it did. We researched plant-based surfactants and found soapwort: a gentle, effective cleansing plant that has been used for centuries and doesn't carry the sensitization concerns associated with SLS (sodium lauryl sulfate). We worked with suppliers and a formulator until we had something we were genuinely proud to use.
And somewhere in that process, we realized: if we had this question, other parents had it too.
Why Did This Feel So Urgent to Us as Parents?
Because babies are a uniquely vulnerable population — and the personal care aisle doesn't always reflect that. A review on endocrine disruptors and children's health published in PMC emphasizes that children's exposure to endocrine-disrupting chemicals through everyday consumer products, including personal care items, is a significant and growing public health concern. Infants can't read a label. They can't tell you if something is irritating them. They depend entirely on us to make that call.
That felt like a real responsibility — and it didn't feel like the market was fully meeting it.
So What Does Kindred Naturals Actually Stand For?
Transparency. Not as a marketing position — as an actual operating principle. Here's what you'll find on the back of our Baby Shampoo & Body Wash:
- Soapwort extract as the primary surfactant — instead of SLS or SLES
- No synthetic fragrance, ever
- No parabens, no phthalates, no endocrine disruptors
- A short ingredient list you can actually look up
Our Magnesium Lotion — The Nightly Reset follows the same philosophy. Every ingredient serves a purpose. Every ingredient is named clearly. Nothing is hidden in "fragrance." We made it for our family first — and then we made it available to yours.
Does Starting a New Brand Have to Be the Answer?
Honestly? No. And I want to be clear about that. There are other clean brands doing excellent work. The real answer — for any parent — is just knowing what's in what you're buying. Read the label. Look up ingredients that sound unfamiliar. Trust your gut when something doesn't feel right, and then let research back up your instincts.
We built Kindred Naturals because we wanted a product we were completely certain about. If our story helps even one more parent become a more confident label reader, that feels like the whole point.
Frequently Asked Questions
Why did you choose soapwort instead of SLS as a surfactant?
SLS (sodium lauryl sulfate) is effective at cleansing, but it's also a known skin irritant — especially for sensitive or infant skin. Soapwort is a plant-derived alternative that gently cleanses without the harsh stripping effect. It's been used for centuries in soap-making for exactly that reason.
What was the specific thing that made you want to start your own brand?
It was a combination of ingredients — a synthetic surfactant paired with "fragrance" on the label of a baby wash marketed as gentle. Individually, those ingredients appear in products all the time. Together, on a bottle meant for my newborn's daily bath, I realized I needed to be more certain than the label was letting me be.
Are your products safe for newborns and very young babies?
Yes — our Baby Shampoo & Body Wash was formulated with newborn-safe ingredients in mind. We recommend patch-testing on a small area of skin first, as we do with any product for young infants with particularly sensitive skin.
How can I tell if an ingredient in a baby product is safe?
A good starting point is the Environmental Working Group's Skin Deep database, which rates cosmetic ingredients based on available safety data. Cross-referencing with PubMed for peer-reviewed research on specific ingredients is also worthwhile. When in doubt, look for products with shorter, simpler ingredient lists — fewer unknowns.
What does "fragrance-free" actually mean on a label?
"Fragrance-free" means no fragrance compounds were added to the formula. This is different from "unscented," which can still contain masking fragrances to neutralize a product's natural odor. If transparency matters to you, look for "fragrance-free" — and verify by checking that neither "fragrance" nor "parfum" appears in the ingredient list.
If you're the kind of parent who reads the back of the bottle, we made Kindred Naturals for you. Explore the full line at shopkindrednaturals.com — and if you ever have a question about an ingredient, just ask.
Written by Mike & Carly Pronsky, founders of Kindred Naturals.