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As a parent, you're committed to providing the very best care for your baby. And so are we.

As a parent, you're committed to providing the very best care for your baby. And so are we. From our choice of essential ingredients to our gentle and mild formulas, we've been applying the highest JOHNSON’S® brand standards in baby care to our products for over 100 years. Today the JOHNSON’S® brand family includes more than 50 products, all of them carefully formulated and designed with you and your baby in mind.

Developing a new product takes years of research, review and testing. Importantly, this involves talking to mums throughout every phase of the process to better understand their needs.

Over the years, we've listened to feedback and carefully studied how mums interact and bond with their babies. These insights help us design new products that assist you with everyday baby care needs -- from skin and hair care to even routines that help your baby sleep better.

Our on-going partnerships with paediatricians, paediatric dermatologists, midwives and nurses help guide our new product development. Beyond these partnerships with health care professionals, we also turn to leading scientific experts to gather valuable information on the latest discoveries, trends and technologies to bring innovation to our baby skin and hair care products. Before any new JOHNSON’S® baby product becomes available for your baby, it must first pass our five-level safety assurance process that adheres to the JOHNSON'S® BEST FOR BABY™ Standard.


Because we have the highest ideals for your baby, every JOHNSON'S® product available to mums and babies is guided by our "BEST FOR BABY™ Standard." That means safety is our priority. However, when it comes to what's ideal for babies, we go well beyond safety to ensure that every product builds in our highest levels of comfort. That's why we promise to deliver only products designed specially for baby that are gentle and mild.

The JOHNSON’S® brand values the trust that mums and health care professionals have placed in us for over 100 years. We make sure our standards are always set high—and work every day to ensure that we meet them.

Today, these standards are embodied in our five-level safety assurance process, which is guided by leading scientific and medical experts from around the globe. As part of this process, we conduct ongoing research and continually review the latest scientific findings, and we actively engage with external experts, like paediatricians, paediatric dermatologists, midwives and nurses.

All JOHNSON’S® products must pass through this comprehensive process to ensure they’re appropriate for your baby. Safety is at the heart of this process, and our ingredients are all carefully selected and reviewed for safety, and our product formulations are clinically evaluated using appropriate testing.

We also conduct real-world evaluations with mums, and we never stop monitoring what you say about our products. You’ve told us that the trust you have in JOHNSON’S® products means going beyond the testing — that it’s more than science measuring the safety of our products. This is the main reason why we made the decision to reduce or eliminate certain ingredients you weren’t comfortable with by the end of 2013.

We’re proud to be the first major company to set and meet this public commitment and we’ll continue to make further enhancements to our baby products by the end of 2015. Hear from our head of Product Stewardship about what we’ve accomplished.

As science advances and your preferences change, we’ll continue to listen and evolve our products — so you can have complete peace of mind whenever you bring them into your home.

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Clinically Proven Mild Formula

Touch is your baby's very first language. To enhance that special communication with your baby, it's important to maintain healthy and hydrated skin. For just that reason, the JOHNSON’S® brand pioneered research into the unique nature of infant skin—research that provides the foundation for product development.


This research showed us that baby skin is much thinner than adults' and is therefore more vulnerable to irritants1,2. To help protect your baby's skin from dryness, we developed JOHNSON'S® baby lotion, specially formulated to respect the unique differences of a baby's skin. JOHNSON'S® baby lotion is just one of the many JOHNSON'S® products which carries the CLINICALLY PROVEN MILD™ trademark, letting mums and healthcare


1 GN Stamatas and K Martin “Baby skin vs adult skin structure, function and composition”, Cosmetics and Toiletries, 124(4), 50-53, 2009

2 GN Stamatas, J Nikolovski, M Luedtke, N Kollias, and B Wiegand “Infant Skin Microstructure Assessed In Vivo Differs from Adult Skin in Organization and at the Cellular Level”, Pediatric Dermatology, 2009 (early view published on-line: )

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No More Tears Formula

Introduced in 1953, JOHNSON’S® baby shampoo was the first specially formulated product to be as mild to a baby's eyes as pure water. We know just how different a baby's still developing eyes are, and we also know that they need to be protected from potential irritation—like accidental splashes in the bath or during shampooing. Our unique knowledge of babies and the importance of developing products designed specially for their unique needs, including their eyes, led our scientists to invent JOHNSON’S® baby shampoo with its NO MORE TEARS® formula. And since that time, we've developed NO MORE TEARS® formula body cleansers, too, like JOHNSON'S® baby Top to Toe baby wash and JOHNSON'S® baby bubble bath.


The NO MORE TEARS® trademark is more than just a symbol on a bottle. It tells mothers that the product is gentle and mild for her baby. Each product that carries this trademark has passed rigorous and comprehensive evaluation for its safety and mildness in the case of accidental splashes.


Our NO MORE TEARS four-stages are:


1. Ingredient & Formulation Review

Every single one of our ingredients and the combined formulation are all rigorously evaluated for safety.


2. Pre-clinical safety evaluation

Our safety groups comprehensively examine these products to ensure safety.


3. Clinical testing on eyes

Clinical assessments of eye irritation potential conducted by board-certified ophthalmologists, including tearing, stinging, and redness.


4. Medical Review

We conduct a thorough review of all data to ensure the product has earned the NO MORE TEARS® trademark.


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When it comes to products for your baby, it's essential to choose only the ones made from appropriate ingredients and that are formulated to be gentle and mild. Preservatives are commonly used in personal care products to prevent the growth of yeast, bacteria or mold. Without being properly preserved, product quality and even safety, can be compromised. Products having microbial growth can cause skin irritation and even infection. Because preservatives play an important role in many products, it’s important to know what you’re choosing for your baby.


Quality baby-care products use the most appropriate preservative ingredients for each individual formulation. Preservative selection depends on several key factors, including:

  • the type, nature and condition of the product;
  • who's expected to use it;
  • how it's intended to be used.

We are very selective about choosing preservatives for our baby products. We know they will be used on children 0-3 years of age, and that they might be used in products that will be used near the eye, mouth, nose or nappy area. We consider other factors, too, such as whether:

  • the product will be used frequently, or stored over a long period of time and only used now and again
  • the product will be stored in a wet environment (like the edge of your bathtub) or in a humid area (like the bathroom)

Recently we completed a global reformulation of JOHNSON’S® products to remove certain preservatives based on your preferences. These products have been rolling out globally since early 2013, and will continue over the coming months.

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Government regulations and oversight

The JOHNSON’S® brand complies with all regulations in the markets in which we operate, and often exceeds them with our own high standards.


The Johnson’s brand complies with all regulation in the markets in which we operate, and often exceed them with our own high standards. In Australia, regulatory oversight of cosmetic ingredients is the responsibility of The National Industrial Chemicals Notification and Assessment Scheme (NICNAS). Among its responsibilities, NICNAS is responsible for assessing ingredients and ensuring their effects upon the health of the public in Australia are minimized. The Australia Government also maintains national standards for cosmetics under the Cosmetics Standard.

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Selecting safe preservatives

The JOHNSON’S® brand takes great care in determining the best way to preserve our products to ensure our highest quality standards for the entire life of the product.


Although there are many preservatives approved for use by regulatory agencies worldwide (estimated more than 60), the JOHNSON’S® brand is very selective about the preservatives it will use in its baby products—using only a small number of those which are available.


Every preservative ingredient must pass our five-level safety assurance process, as well as the JOHNSON'S® BEST FOR BABY™ Standard for safety. When selecting preservatives, the JOHNSON’S® brand adheres to other safety steps, including:

  • Ongoing review of the most up-to-date research and available data on preservative ingredients
  • Identifying potential factors that may have an impact on the effectiveness and safety of the product's use, including how it will be used and where it will be stored
  • Evaluating all suppliers of our ingredients to ensure they conform to our high standards for quality and safety.

Our highest priority is you and your baby. That's why we take the greatest care in developing baby products that are mild and gentle—and that are BEST FOR BABY™ products.

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Triple Baby Protection Seal

Johnson’s baby Triple Baby Protection is our commitment to caring protection that combines Safety, Mildness and Effectiveness, supporting healthy skin development



Our products only contain ingredients that have successfully passed our rigorous safety checks.



Our products are recognized for their mildness and developed to minimise skin irritation.



Our products are developed to help strengthen and preserve baby’s skin.

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Mums around the world look to JOHNSON’S® to care for their babies

We are committed to working with mums, healthcare experts and scientists to ensure our products continue achieving the highest JOHNSON’S® baby standards.

Our commitment to healthy babies goes beyond our products

We take great pride in our initiatives that help babies grow up in a healthy community and a healthier world.