Baby-safe is how we create, test, and improve our products. Between idea and reality we talk to parents, doctors, regulatory experts and scientists. We learn what we should and shouldn't do to make it safe and great. How does the product feel and smell (or doesn't)? How does it work and why? What ingredients will make it better? What which are unsafe or unnecessary? How can we can make it easy or fun and economical to use? We test and refine it. And once it's on the shelf it's never off our radar. We review ingredients, the latest studies, listen to your feedback and we're on the lookout for new and better ways to improve performance or safety. Just like our babies - we never sleep.