Parents are reading INCI lists more than ever, and we are here for it.

At Smoosh, we believe baby skincare should be honest and transparent as the products that parents choose for themselves, and our approach to creating a preservative system is no exception to that. We set out to design safe products that contain a preservative system that is deliberately mild, nature‑inspired and designed to sit within a premium, clinically‑tested routine for sensitive baby skin.

How we think about preservation

Every Smoosh formula starts with a clear brief: to genuinely care for baby’s sensitive skin, without compromise on safety, efficacy or experience. That means we design products that are:

• Safe to use from newborn

• Fragrance free

• Clinically and dermatologically tested

• Paediatrician tested and approved

To deliver that level of performance, any water‑based product must be protected from the growth of unwanted microbes. This is not a “nice to have”, it is a fundamental part of keeping baby skincare safe.

A mild, nature‑inspired preservative system

Across the range, we use what we describe as a preservative system inspired by nature. This is a modern blend of ingredients that have been chosen for mildness and reliability. In our Hydrating Baby Moisturiser, for example, you’ll see ingredients such as 1,2‑Hexanediol, Caprylyl Glycol, Glyceryl Caprylate, Hydroxyacetophenone, Pentylene Glycol, Sodium Phytate and Citric Acid. They sound clever, and that's because they really are.

Together, these ingredients:

• Help keep the formula clean and microbiologically stable over its shelf life

• Support the product’s pH and texture

• Work in synergy with the rest of the formula, often doubling as moisturising or conditioning agents

They are part of a new generation of nature‑inspired ingredients (molecules that echo those found in plants and fruits for example), that can be used in carefully balanced combinations to offer protection without relying on older, harsher systems.

This aligns with the Smoosh mission of creating effective, natural and results‑driven baby skincare, rather than “free from” purely for the sake of it.

Built around comfort, not compromise

Preservation is one piece of a much bigger picture. Smoosh formulations are built around elevated, skin‑loving ingredients such as organic aloe vera, glycerin, shea butter, coconut oil and nourishing plant oils including sunflower.

These sit alongside actives like oat, calendula, panthenol and vitamin E to support delicate, sensitive skin.

The Smoosh preservative system is designed to integrate seamlessly into the product. It works quietly in the background, protecting the formula so that the ingredients we are shouting loudly about i.e. the barrier‑supporting butters and the comforting botanicals, can do their job every single day.

In practice, that looks like:

• Textures that feel luxurious to use

• Products that perform consistently, every day

• Peace of mind that safety has been engineered in from the very beginning

Created by parents, backed by expertise

Smoosh was created by mothers with deep experience in skincare, baby brands and beauty, working with world‑class UK formulators and manufacturers.

That perspective matters: we understand the emotional weight of choosing products for your baby, and we also understand the technical realities of making those products genuinely safe and effective. It wasn't easy to get to this happy place, but we are here now!

So when you see a Smoosh INCI list, including the more “science‑y” names in our preservative system, you can trust that every ingredient has earned its place. It's not in there for fun, but to protect, support, or enhance the experience of caring for your baby’s skin.

Ultimately, our goal is simple: to lead a new era in baby skincare where premium, clinically‑driven formulations and thoughtful, naturally‑inspired preservation come together in products parents are proud to buy, use and recommend.

We hope you love them as much as we do.