Learn more about proudly

Our diapers are back, better, and now available at Dollar General. Find us in select stores nationwide!

Learn more about proudly

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The first baby brand centering the unique skin & hair needs of Black & Brown babies to deliver products better for all

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Learn more about proudly

Our diapers are back, better, and now available at Dollar General. Find us in select stores nationwide!

Learn more about proudly

Shop all products

The first baby brand centering the unique skin & hair needs of Black & Brown babies to deliver products better for all

Shop all products

Our Awards Speak For Themselves

PROUDLY™ MADE

Our expert team formulates for the needs of the darkest skin tones, which are more prone to eczema and intense dryness.

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EXTRA-SPECIAL ATTENTION FOR OUR EXTRA-SPECIAL SKIN

Learn about what makes our skin special and how we develop products to nourish dry, sensitive skin.

No sketchy stuff!™

Say ‘see ya!’ to thousands of nasties that shouldn’t be in a baby product. We are committed to thoughtful formulation and ingredient transparency.

PROUDLY Home

Learn more about proudly

Learn more about proudly

Shop all products

Shop all products

Learn more about proudly

Learn more about proudly

Shop all products

Shop all products

BEST SELLERS

Absorbent Diapers Upgraded for Ultimate Comfort & Protection

Skin Care Collection 6-Piece Bundle For Dry, Sensitive Skin

Defining Detangler & Refresher for Coils, Curls & Waves

All Over Balm Multi-Use Magic

Gentle Touch Baby Wipes For hands, face, & bums

Balm + Butter Duo For Dry, Sensitive Skin

Nourishing Hair & Body Oil Lock-In Lasting Moisture

Moisture Layering Gift Set Gift Glowing Skin

Gentle Baby Wash Low-Foaming, Gentle Clean

Hydrating Baby Lotion For Dry, Sensitive Skin

Hair Care Collection 4-Piece Bundle Gentle Textured Hair Care

Our Awards Speak For Themselves

PROUDLY™ MADE

EXTRA-SPECIAL ATTENTION FOR OUR EXTRA-SPECIAL SKIN

No sketchy stuff!™

DISCOVER OUR BEST SELLERS

Nourishing Heavy Conditioner

All Over Balm

Hydrating Baby Lotion

Nourishing Hair & Body Oil

See our press

BEST SELLERS

Our Awards Speak For Themselves