How to Read Ingredients in Kids’ Toiletries Without Overthinking It

What “97% Natural” Really Means (And Whether You Should Worry About the Rest)

Most children’s toiletries today are perfectly safe.

But if you’ve ever turned a bottle around and thought, “I don’t really know what any of this means…” you’re not alone.

This is one of those areas where everything is technically explained, but not always easy to understand.

What does “97% natural” actually mean?

When you see “97% natural”, it usually refers to the proportion of ingredients derived from natural sources, based on weight.

The remaining few percent tends to include things like preservatives, stabilisers and emulsifiers.

These aren’t there for marketing. They’re there to make the product safe to use, stable on the shelf and consistent every time you open it.

Without them, many products simply wouldn’t last.

So what is that remaining 2–3%?

In simple terms, it’s the part that makes everything work properly.

Preservatives
Stop bacteria and mould growing, especially in water-based products.

Surfactants and emulsifiers
Help oils and water mix, and allow products to rinse clean.

Conditioning agents
Make hair manageable and skin feel smooth.

These ingredients are widely used, carefully regulated and, in the amounts used, generally considered safe.

Where confusion creeps in

The difficulty is that many of these ingredients have long, unfamiliar names.

They’re often described as “naturally derived”, which is technically true. But it doesn’t necessarily make them easier to understand.

So parents end up trying to interpret chemistry rather than simply choosing something that feels straightforward.

Do you need to worry?

For most families, products like these will work well and won’t cause problems.

But if you find yourself hesitating, reading labels twice and not quite sure what you’re looking at, that’s understandable too.

You’re being asked to trust something that isn’t especially easy to interpret.

And wanting something simpler is a perfectly reasonable response.

A simpler way to think about it

Body odour isn’t complicated.

It comes from bacteria breaking down sweat on the skin.

So the solution is usually just:

• wash properly
• stay fresh afterwards

That doesn’t require a long list of ingredients. Just the right ones, used well.

And then there’s the packaging

There’s one other part of this that’s easy to overlook.

Most children’s toiletries come in plastic bottles, pumps and sprays. They’re convenient. They work. And they’re used once, then thrown away.

If you’re already trying to simplify what goes into the product, it’s not a huge leap to think about what it comes in, too.

For everyday routines like washing and deodorant, plastic often isn’t necessary.

What we believe

We tend to favour:

• ingredients you can recognise
• combinations that do a clear job
• avoiding anything that isn’t pulling its weight
• solid formats where they make sense
• plastic-free packaging where possible

Not because everything else is “bad”, but because simpler is easier to understand and easier to trust.

The bottom line

Most modern products are designed to be safe and effective.

But if you’ve ever felt unsure reading the label, that instinct isn’t wrong.

You’re being asked to trust something that isn’t always easy to interpret.

Choosing a simpler routine, with fewer, more familiar ingredients and no unnecessary extras, is one way to remove that uncertainty altogether.

If you’d rather not overthink it

We’ve built a simple system that does the job without the complexity. Wash properly. Stay fresh. No plastic bottles. Nothing unnecessary.

Just something that works.

Frequently asked questions

Are “natural” products always better for children?
Not necessarily. Many conventional products are safe and well-tested. The difference often comes down to ingredient complexity and personal preference.

What does “naturally derived” mean?
It usually means an ingredient started from a natural source but has been chemically processed. It doesn’t always mean simple or recognisable.

Why are preservatives used at all?
Without them, water-based products can grow bacteria and mould. Preservatives keep products safe over time.

Is plastic packaging harmful?
Plastic itself isn’t inherently harmful in use, but it is often single-use and contributes to waste. Some families prefer to reduce it where practical.

Do simpler products work as well?
They can do, particularly when focused on a clear job. For odour, a consistent routine often matters more than complexity.