Co-Founders of Smoosh, Victoria & Sophie. Photograph by Rida Suleri-Johnson

Created by two long‑time beauty and baby‑brand insiders who became parents and wanted something different on their shelves.

We’re Sophie and Victoria, friends first, then mothers and now co‑founders!

Between us, we’ve spent years working on some of the UK’s biggest skincare and baby brands. We understand what goes into a truly effective formula, how to read an INCI list, and what it takes for a product to earn a permanent place on your bathroom shelf.

When our babies arrived, the products in our bathrooms and the products in the baby aisle felt worlds apart. We were used to clinically tested, results‑driven formulas and packaging that could sit proudly on our bathroom shelf. 

Smoosh grew out of that gap: a concise range of baby skincare essentials suitable for dry and sensitive skin that meet the standards we’d expect from any serious skincare brand, in a format that works for real family life.

All of our formulations are bespoke and developed with UK experts. They’re clinically tested, dermatologically and paediatrician tested and approved, vegan, have no added fragrance and made without unnecessary ingredients. They’re designed to be reached for every day.

Alongside the products, Smoosh has a simple commitment: 10% of net profits support maternal and infant welfare initiatives. It’s part of the brand structure, not a once‑a‑year campaign.

We’ve spent years behind the scenes shaping other people’s brands. Smoosh is the one we wanted for ourselves, and now, for you.