Smoosh was created to raise the standard of baby skincare.

We set out to build formulas that are rigorously tested, ingredient-conscious and genuinely effective

Within our first week, Smoosh has already been highlighted by leading editorial platforms, and the response from customers has been nothing short of incredible.

Why Smoosh?

Most baby skincare products fall into one of two camps: legacy brands built for mass retail, or “natural” products that prioritise marketing over robust, effective formulations.

We spent years working with top formulators and independent testing houses to develop products that are:

• Dermatologically and paediatrician tested

• Fragrance-free

• Built around proven, skin-supporting, naturally derived ingredients

• Designed to integrate into real, practical routines

Smoosh in SheerLuxe: A New Name to Know

SheerLuxe’s “In The Know: Cool Things For Parents & Kids” is where discerning parents go to discover what’s worth their time and money. Being included in this edit so early on reinforces what we already knew: there is demand for baby skincare that takes formulation and testing seriously, while still feeling considered and modern.

The feature calls out Smoosh as a brand that moves beyond the default pharmacy aisle, spotlighting our commitment to gentle, thoroughly tested formulas and a more streamlined, elevated approach to products.

Luminary Mothers: Elevated Baby Skincare That Stands Out

Luminary Mothers exists to highlight brands that genuinely support modern parents, not just speak to them in marketing soundbites. Their recent “What We Love This Week” feature includes Smoosh as an example of baby skincare that has been carefully considered from day one.

For an audience that values expertise, this kind of editorial validation truly matters and we re honoured to be next to a curation of other founder-led brands doing great things.

What Early Customers Are Telling Us

Press is one part of the picture. The other is the feedback from families who have already brought Smoosh into their lives, and we have been blown away by the response. 

Thank you to everyone who has supported our mission from day one. Your support means the world to us.

Explore the full line-up, review the ingredient lists, and see how our testing protocols compare with what you’re currently using. We are transparent by design, because we expect our customers to ask informed questions — and we’re ready to answer them.

Explore the Smoosh range.