Naïf is on a mission to help all parents take good care without worries. That means personal care products that are safe, soft, good for the (baby) skin while minimizing our impact on the environment. We believe in a world where personal care can be good care. A world where only the best ingredients are used for your baby’s skin, and where microplastics are not found in your care products. A world where your UV filter does not damage the coral reefs and where good care entails more than taking care of your kids; it’s taking care of the environment and the world they grow up in. We worry about the ingredients and the environment, so you don’t have to. And we can promise you one thing: we will never sell anything we wouldn’t use on our own kids.