We created Smoosh because, as parents and beauty insiders, we knew baby skincare could be better; more effective, transparent and as thought through on the outside as the inside. We’d both spent years working on some of the UK’s biggest skincare and baby brands, yet when it came to our own children we still found ourselves confused in the baby aisle, trying to decode labels while juggling a wriggly baby (or two at a time in Sophie’s case - hello twinnies!). Smoosh is our answer to that.

Before Smoosh, Victoria was Global Brand Manager for No7 skincare, the UK’s leading skincare brand. She worked on everything from brand strategy, through to global campaigns. Prior to that, she worked across Boots retail own brand on the likes of Tea Tree and Witch Hazel as well as other specialist skincare ranges, learning how different skin types behave, how active ingredients perform, and what customers need at different stages of life. 

Victoria also held Product and Marketing roles at Graco Children’s Products and at Abena’s Bambo Nature Baby range.

The other half of Smoosh, Sophie, comes from PR and marketing for Boots Baby and other mother and baby brands, including First Response. That meant years of listening to parents’ real questions and worries, and learning how to explain products clearly and calmly at some of life’s most emotional moments. Between us, we’d seen skincare and babycare from every angle: product, science, brand, retail and communication.

Despite all that experience, becoming parents ourselves showed us how overwhelming baby products could be: lots of fluffy claims, not enough clear “what and why”, and formulas that didn’t always feel quite right for dry and sensitive skin. We wanted something different, products that are science‑led yet natural and genuinely gentle for little ones. 

So we took everything we’d learned from some of the incredible, leading brands that we’d worked on, and applied our knowledge to baby skincare: focusing on skin expertise, choosing naturally-derived ingredients like Colloidal Oatmeal, Glycerin and PentavitinTM and stripping away unnecessary fragrance and clutter. 

Smoosh is the meeting point of our careers and our lives as parents: global brand expertise plus real‑world 3am feeds. When you pick up a Smoosh product, we want you to feel reassured in the formula, clarity about what’s inside and a little moment of care for you and your baby in the middle of the madness.