Welcoming a newborn into the family is a joyous occasion, but it also comes with the challenge of selecting the best products for their needs. With countless brands available, each claiming to be the best, it can be overwhelming for new parents to decide where to start. From gentle baby lotions to safe and durable cribs, choosing trusted brands that prioritize safety and comfort is paramount. To guide you through this important selection, we present a curated list of top brands for newborn baby products below.
Illustration of new born baby products
Best brands of new born baby products in 2025
Johnson's Baby
Johnson's Baby is a leading brand in the baby care products market, known for its gentle and hypoallergenic formulas that meet the highest safety standards. In 2023, Johnson & Johnson's baby care segment earned approximately $1.56 billion, driven by iconic products like Johnson's Baby Shampoo and Baby Lotion. The brand's products, such as the CottonTouch(tm) Newborn Wash & Shampoo, are clinically proven to preserve the mildly acidic pH of babies' skin and maintain barrier function. Johnson's Baby products are free of parabens, phthalates, sulfates, soaps, and dyes, and are made with responsibly sourced and biodegradable ingredients. The brand's extensive global reach and trusted brand equity have helped it maintain a dominant position in both developed and emerging markets. Discover more about their products on their official website.
Aveeno Baby
Aveeno Baby is a leading brand in the baby care products market, known for its high-quality, naturally ingredient-based products that cater to the sensitive skin of newborns. Recommended by pediatricians and dermatologists, Aveeno Baby products, such as the NEW Aveeno(r) Baby Healthy Start, utilize prebiotic oat, humectants, and ceramides to moisturize and support newborn skin. The brand has seen a 3.7% increase in sales of baby care products in the U.S. compared to 2019, contributing to the growing global baby care market projected to reach $419.43 billion by 2032. Aveeno Baby's products are part of a market segment that makes up almost 20% of all baby product sales, with baby skincare being a significant category. By leveraging first-party data, Aveeno Baby has also optimized its digital marketing efforts, increasing purchase intent rates significantly.
Pampers
Pampers, a leading brand by Procter & Gamble, is a top producer of newborn baby products, capturing a significant market share of around 75-76% in the baby diaper market along with Kimberly-Clark. Known for its innovative and high-quality diapers, Pampers has responded to the demand for premium products with its Pampers Pure line, which features plant-derived materials, NeoNourish Seed Oil, and Totally Chlorine-Free fluff pulp. This brand continues to drive the market with its wide range of products, including those designed for comfort and sustainability. Pampers' strong presence in the U.S. market, where it accounts for a substantial share of the North American baby diapers market, further solidifies its position as a market leader. The brand's commitment to innovation and consumer demands has made it a preferred choice for many parents. For more information, visit their official website.
Huggies
Huggies, a brand under Kimberly-Clark, is a leading producer of newborn baby products, capturing a significant share of the baby diaper market, with P&G and Kimberly-Clark together holding around 75-76% of the market as of 2022. Huggies is renowned for its innovative products, such as the Little Snugglers Nano-Preemie Diapers, designed in partnership with NICU nurses for babies up to two pounds, and its "No Baby Unhugged" campaign emphasizing the importance of human touch for baby development. The brand's commitment to sustainability, product innovation, and customer-centric marketing strategies has solidified its position as a trusted leader in the baby care industry. Huggies products are widely available through multiple channels, including major online retailers like Amazon, Walmart, and their own online store, ensuring convenience and accessibility for parents. The brand's focus on skin protection, comfort, and leak protection has made it a go-to choice for diapering needs. More information can be found on their official website.
Mustela
Mustela, a leading European brand in baby and child care, is renowned for its expertise in infant skin care, boasting a market share of nearly 27%. The brand has experienced significant growth, particularly with its Gentle Cleansing Gel and Cleansing Water, which increased in value by 11% and 13% respectively in 2023. Mustela's Stelatopia range for atopic skin also grew by 14% last year, and its suncare line recorded a remarkable 33% growth, outpacing the global market. With 75% of its sales generated outside France, Mustela has established a strong global presence in over a hundred countries. The brand is committed to sustainability and social responsibility, as demonstrated by its collaboration with Enfance et Partage and its eco-friendly product offerings.
Babyganics
Babyganics is a highly regarded brand in the baby products market, known for its effective, plant-derived, and organic ingredients. Founded over 20 years ago by two dads, the company has gained a loyal following among parents for its safe and eco-friendly products, such as mineral sunscreens and natural insect repellent wipes. These products are free from harmful ingredients like sulfates, phthalates, and synthetic fragrances, making them a preferred choice for health-conscious consumers. The brand's commitment to quality and safety has made it a staple in many households, particularly among millennial parents who prioritize natural and sustainable baby care products. With its innovative products and strong customer reviews, Babyganics continues to be a top choice for newborn baby care. For real mom product reviews of Babyganics sunscreen, click the link.
The Honest Company
The Honest Company is a leading brand in the production of safe and eco-friendly newborn baby products, known for its commitment to using clean and natural ingredients. Founded in 2011 by Jessica Alba, the company has seen significant growth, including a 12% total consumption growth in its diapers, wipes, skin, and personal care products in 2022. It has also achieved market share gains, becoming the #1 baby personal care brand at Target and the #1 natural/lifestyle diaper brand at Kroger. The company's products are available in over 50,000 retail locations, including Walmart and Publix, and it has expanded its presence with a 16% increase in retail store presence. The Honest Company's focus on eliminating health-compromising chemicals has led to the removal of 3,500 chemicals and materials from its products.
Seventh Generation
Seventh Generation is a leading brand in the baby products market, renowned for its commitment to sustainability and quality. In 2009, the company held about a 27 percent share of the green household cleaning market, with sales of $150 million, although it faced challenges during the economic recession. Seventh Generation offers a range of baby care products, including diapers, wipes, and laundry detergents, all formulated with natural and plant-based ingredients to ensure safety and comfort for newborns. Their baby diapers, such as the Size 6 (35+ lbs) model, feature an absorbent core for 12-hour protection and a FreshAIRTM breathable layer to release humidity. The brand's focus on eco-friendly and hypoallergenic products aligns with the growing demand for sustainable baby care solutions.
Burt's Bees Baby
Burt's Bees Baby is a leading brand in the baby care products market, renowned for its sustainably made, 100% organic cotton clothing, pajamas, and bedding that are gentle on baby's skin and environmentally friendly. The brand, which is part of the Burt's Bees family acquired by Clorox in 2007 for $900 million, offers a wide range of nursery essentials and baby products that meet the highest global standards for organic textiles. With a strong distribution strategy, Burt's Bees Baby products are available in key partners like Target, Amazon, and Nordstrom, and the brand is expanding internationally, including plans to launch in China and Taiwan. The global baby care products market, in which Burt's Bees Baby is a significant player, is expected to grow from $95 billion in 2024 to $150 billion by 2032, with a CAGR of 7%. Burt's Bees Baby's commitment to organic and affordable products has made it a favorite among parents seeking high-quality, safe, and eco-friendly options for their babies. Discover more about their offerings by visiting their official website.
Tommee Tippee
Tommee Tippee is a leading brand in the baby care industry, renowned for its innovative and intuitive products designed to make parenting easier. Founded in the 1940s and officially established in 1965, the brand has become the UK's number one feeding brand with a 38% market share for its Closer to Nature® range of bottles and teats. In the UK, Tommee Tippee holds about 40% of the market share, and it also has a significant presence in other countries, including the U.S., Australia, and New Zealand. The brand is known for its spill-proof cups and other baby accessories, holding an 11% market share globally in baby accessories. Tommee Tippee's products are engineered to amplify parents' intuition, making the journey from "how to" to "know-how" as easy as possible. For more information about their innovative range, visit the Tommee Tippee website.
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