When developing Smoosh, the goal was always clear: products that feel simple and intuitive to use on the outside, with serious thought and science behind everything on the inside. Sitting right at the centre of that thinking for our Hydrating Baby Moisturiser is one ingredient we kept coming back to: 1% colloidal oatmeal.

It is not there as a token “natural” extra. It is the ingredient doing much of the hard work when it comes to caring for dry, sensitive and eczema‑prone skin, for babies and the wider family.

But what is colloidal oatmeal?

Colloidal oatmeal is oat that has been finely milled and processed so it can disperse evenly through water or cream, rather than just sitting on the surface. Prepared this way, it keeps hold of important parts of the oat grain including starches, beta‑glucans, lipids and naturally occurring compounds called avenanthramides.

These components are known to help skin hold onto moisture, support the skin barrier and calm visible signs of irritation such as dryness, redness and itch. Colloidal oatmeal has been used in skincare for decades, and more recent clinical research backs its role in products for dry, sensitive and eczema‑prone skin.

Why 1% matters

When we were working on Hydrating Baby Moisturiser, 1% kept coming up in the literature and in conversations with our formulators as the sweet spot for leave‑on products for sensitive and atopic or eczema‑prone skin. It offers a useful balance: enough to be effective, while still allowing the formula to feel light, smooth and genuinely everyday‑friendly.

At this level, colloidal oatmeal can help to soothe dry, uncomfortable skin, without leaving a heavy or greasy layer, something parents tell us is non‑negotiable when they are getting little ones dressed, or when they are using the product on their own sensitive skin. That is particularly important in baby skincare, where products need to work hard without feeling like an extra “step” to battle through.

Clinical studies using 1% colloidal oatmeal creams have reported improvements in dryness, itching and overall skin comfort, including in children with atopic or eczema‑prone skin. That evidence gave us confidence that this level was right for Smoosh.

How it supports sensitive skin

In Smoosh Hydrating Baby Moisturiser, 1% colloidal oatmeal plays a central role in supporting delicate skin in several ways.

It helps skin hold onto moisture

The starches and beta‑glucans in colloidal oatmeal act as humectant‑supporting components, helping the skin to attract and retain water. This is especially helpful when the skin barrier is already compromised and transepidermal water loss is higher than it should be.

It supports the skin barrier

Colloidal oatmeal also contains lipids and other skin‑supportive compounds that help to reinforce the skin barrier. A stronger barrier is better able to keep moisture in and potential irritants out – something we think about a lot when formulating for dry, delicate and reactive baby skin.

It helps calm visible irritation

Naturally occurring avenanthramides in oats are recognised for their soothing and antioxidant properties. They are one of the reasons colloidal oatmeal is associated with reducing the look and feel of irritation in dry and eczema‑prone skin.

It may help support the microbiome

Emerging research suggests that colloidal oatmeal can also support a healthier skin microbiome, which is increasingly understood to be an important part of caring for sensitive and atopic skin over time. For us, that long‑term view of skin health is just as important as the immediate comfort you see and feel after applying a moisturiser.

Why it is the hero in our body moisturiser

In Smoosh Hydrating Baby Moisturiser, 1% colloidal oatmeal sits alongside other carefully chosen ingredients like shea butter and calendula, in this fragrance‑free formulation that has been clinically, dermatologically and paediatrician tested for sensitive skin. We developed it to be safe to use from newborn upwards, but also something modern parents are genuinely happy to reach for themselves.

Colloidal oatmeal is the ingredient that best captures what this moisturiser is there to do: support the barrier, soothe dryness and help skin feel more comfortable day to day. It brings together the kind of results you would expect from a clinically tested formula with the gentleness that sensitive baby skin needs.

It also reflects a broader Smoosh approach to formulation: choosing ingredients with a strong track record, clear purpose and credible evidence behind them, rather than relying on trend‑led additions that sound impressive but do very little in real life. As mothers and brand builders, that level of integrity matters to us, and we know it matters to the parents we are creating for.

Shop Smoosh Hydrating Moisturiser.