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Mama's Choice

Ingredient dictionary

Everything inside our products, and what each one is for

Every pack has to print its INCI list, and few people can read one. “Butyrospermum Parkii Butter” tells you very little. Here each ingredient gets a sentence in everyday words, and you can see which products it is in.

Look up a particular ingredient
214
ingredients, every one with its job explained
14
kinds of job in a formula
18
products that use them

Key ingredients

15 key ingredients in our formulas

  • Alpha-Bisabolol & Niacinamide, a key ingredient in Stretch Mark SerumA light serum for stretching skinAlpha-Bisabolol & NiacinamideBisabolol and niacinamide in a light serum with plant oils and aloe vera.Stretch Mark Serum
  • Avocado and olive oil, a key ingredient in Baby Skin Vitamin LotionWith vitamins C and E and provitamin B5Avocado and olive oilAvocado and olive oil moisturise your baby's skin and leave it soft, smooth and supple.Baby Skin Vitamin Lotion
  • CareMag, a key ingredient in Dry Serum DeodorantMinerals from the Dead SeaCareMagDead Sea minerals help control underarm odour, in a formula made without aluminium salts.Dry Serum Deodorant
  • Ceramide, a key ingredient in Baby Daily Nourishing Face CreamFor your baby's skin barrierCeramideCeramides are lipids that help hold the outer layer of skin together, and a baby's skin barrier is still maturing.Baby Daily Nourishing Face Cream
  • Date extract, a key ingredient in Intensive Nipple CreamWith lanolin, shea butter and coconut oilDate extractDate fruit extract sits in a short list of five ingredients with lanolin, shea butter, coconut oil and vitamin E.Intensive Nipple Cream
  • Eight plant extracts, a key ingredient in Baby Diaper CreamCentella, rosemary and almond lead the formulaEight plant extractsCentella asiatica, rosemary and almond lead a blend of eight plant extracts in a soft cream that cushions and protects delicate skin in the diaper area and keeps it moisturised.Baby Diaper Cream
  • Four plant ingredients, a key ingredient in Baby Hair Vitamin LotionCandlenut, chamomile, aloe vera, almondFour plant ingredientsCandlenut oil has been used on hair in Indonesia for generations.Baby Hair Vitamin Lotion
  • Hydroxyapatite and xylitol, a key ingredient in Baby & Kids ToothpasteFluoride-freeHydroxyapatite and xylitolHydroxyapatite is a calcium phosphate, the same mineral that tooth enamel is mostly made of.Baby & Kids Toothpaste
  • Kombu seaweed extract, a key ingredient in Baby Natural ShampooFrom kombu seaweedKombu seaweed extractAn extract of kombu seaweed, with provitamin B5 and mulberry, in a shampoo that cleans your baby's hair and scalp gently.Baby Natural Shampoo
  • Lipobelle Soyaglycone, a key ingredient in Stretch Mark CreamOur signature ingredientLipobelle SoyaglyconeA soy-derived ingredient rich in isoflavones, in a rich cream with shea butter, jojoba and olive oil.Stretch Mark Cream
  • Marine Collagen HD, a key ingredient in Gentle Face WashHydrolysed marine collagenMarine Collagen HDCollagen from the scales of sea fish, broken down into small peptides, with rice extract and niacinamide.Gentle Face Wash
  • Mint, chlorophyll and allantoin, a key ingredient in Non-Fluoride ToothpasteNo fluoride, no SLSMint, chlorophyll and allantoinPeppermint oil and chlorophyll freshen your breath, in a paste with allantoin and miswak extract.Non-Fluoride Toothpaste
  • Peony Extract, a key ingredient in Advanced Brightening SerumFrom Mount Jiri, KoreaPeony ExtractAn extract of the peony flower, from Mount Jiri, Korea's first national park.Advanced Brightening Serum
  • Prebiotics and green tea, a key ingredient in refreshing-feminine-washFor the outer intimate areaPrebiotics and green teaA wash for the outer intimate area, with prebiotics and green tea extract.refreshing-feminine-wash
  • Trichogen™, a key ingredient in Treatment ShampooA hair-care complexTrichogen™Trichogen™ is a hair-care complex.Treatment Shampoo

The full dictionary

And 214 more ingredients, every one listed

Solvents, emulsifiers and preservatives too. Brands rarely put these on display, yet they keep a formula stable and usable to the last drop.

214 ingredients

Key ingredient40 ingredients
Softener29 ingredients
Moisturiser22 ingredients
Nutrition21 ingredients
Stabiliser17 ingredients
Skin comfort15 ingredients
Texture15 ingredients
Preservative12 ingredients
Cleanser11 ingredients
Emulsifier9 ingredients
Fragrance7 ingredients
Solvent6 ingredients
Hair care6 ingredients
Protector4 ingredients

What we do not use

Why we leave some ingredients out

We are not saying any ingredient below is harmful. Several are permitted in cosmetics and work well. These are our reasons for choosing not to use them.

Without FluorideA mineral that many toothpastes use to strengthen tooth enamel against decay.Fluoride is effective. We made these toothpastes without it because babies cannot spit yet, and nausea in early pregnancy can make brushing rushed, so a little paste often gets swallowed.

We did not leave fluoride out because it is harmful. It is effective. But babies and toddlers cannot rinse and spit yet, and in the first trimester nausea can make brushing something you rush, so a little paste often gets swallowed. For those moments we chose a formula without fluoride. What we use instead differs by product. The baby and kids toothpaste uses hydroxyapatite, the mineral tooth enamel is mostly made of. The toothpaste for pregnancy uses calcium carbonate and miswak (siwak).

Without SLSA surfactant that makes soaps, shampoos and toothpastes lather richly.Lots of foam feels clean, though the foam itself does little of the cleaning. SLS is also one of the surfactants most often reported to irritate skin.

Lots of foam feels clean, though the foam itself does little of the cleaning. SLS is one of the surfactants most often reported to irritate skin, and some studies have linked SLS in toothpaste to mouth ulcers in people who get them often. Gums can also feel more tender than usual during pregnancy. So in the products that lather, we use other cleansers.

Without SulfatesA family of cleansing surfactants that includes SLES.They clean very well, and can wash away natural oils that help skin and scalp feel comfortable.

They clean very well, and that includes lifting away natural oils that are better left in place. Skin and scalp can feel more reactive during pregnancy, and losing those oils can leave them feeling dry rather than fresh.

Without ParabensA preservative that keeps bacteria and mould from growing in a product.Every water-based product needs a preservative, and parabens do the job. We chose different ones.

A water-based product needs a preservative, because without one bacteria and mould can grow in it. We chose others, such as 1,2-hexanediol and caprylhydroxamic acid, because many mothers prefer products without parabens during pregnancy, and we can offer that without giving up a working preservative.

Without PhthalatesA plasticiser, sometimes carried into a formula through a fragrance blend.Rarely listed on a label, because they can be part of what the single word “fragrance” covers.

Phthalates are rarely listed by name, because they can sit inside a fragrance blend that appears on the label as one word, “fragrance”. We chose not to use them at all, so our ingredient list means what it says.

Without Drying alcoholAlcohol denat. and similar alcohols, which make a product dry quickly and feel light.It can leave skin drier, and skin already dries out more easily in pregnancy. Its smell can also bring on nausea in the first trimester.

It can draw moisture out of skin that already dries out more easily in pregnancy. Many women also find their sense of smell sharper in the first trimester, and the smell of alcohol is often named as a trigger for nausea. We mean only this kind of alcohol. Names like cetyl or stearyl alcohol, which you may see in an ingredient list, are fatty alcohols that soften skin rather than dry it. Benzyl alcohol is used as a preservative. Neither is a drying alcohol.

Without TriclosanAn antibacterial ingredient, once common in toothpaste and soap.It adds little to an everyday product, so we leave it out.

Several countries have restricted its use, and it adds little to an everyday product. When we can leave something out without losing quality, we do.

The order is information too

On a pack, ingredients are listed from the largest amount to the smallest. We never change that order: on a product page, the list is exactly as it is printed on the pack.

See the productsEvery claim and its source