Online Exclusives

Swaddling The Skin

By Christine Esposito, Associate Editor | January 20, 2014

Aden + anais comforts baby’s (and Mom’s) skin with pawpaw fruit, an Aussie go-to ingredient.

Aden + anais, best known among parents for its cotton muslin blankets that soothe “savage beasts,” is moving fast. So fast, that has been earned a spot on Crains New York Business  Fast 50 list. The firm finished at No. 14 among the honorees, which are ranked by revenue growth for three consecutive years and have to maintain a minimum of $10 million in revenue for 2012.
 
 Aden + anais did that, and then some. In fact, this New York-based firm recorded a 651% growth rate with revenues of $29.9 million in 2012.
 
 Now, the company is looking to capture some of the same magic it has in blankets—they are used on the offspring of Hollywood A-listers like Ben Affleck, Uma Thurman and Beyonce—in the skin care sector with mum + bub. The line, which includes lotion, hair and body wash, ointment, bubble bath and stretch mark cream, is described by the company as “gentle enough for baby, but sophisticated enough for you.”
 
Rolled out just over a year ago, the star ingredient in the mum + bub line is pawpaw fruit, according to co-founder and CEO Raegan Moya-Jones.
 
“Just like swaddling babies in breathable cotton muslin, pawpaw has been used in baby skin care by Australian mums for centuries,” said Moya-Jones.
 
Pawpaw fruit, she contends, is known to relieve, cleanse and protect even the most delicate skin when applied topically, soothing skin irritations including diaper rash, eczema and minor cuts.  It contains the papain enzyme, a skin-conditioning agent.
 
Moya-Jones knows a thing or two about soothing; she is also the author of “Swaddle Love,” a book on the art of swaddling.
 
“The versatility of our soothing pawpaw ointment, like the multi-use functions of our swaddle wraps, makes it another essential product for all families,” Moya-Jones told HAPPI.
  
She sees the pawpaw as the point of differentiation, noting that the ingredient is not found in baby skin care products outside of Australia. 
 
According to Moya-Jones, Dr. Thomas P. Lucas discovered pawpaw’s properties in the early 1900s.
  
“Dr. Lucas even started a hospital where patients were solely treated with pawpaw remedies,” she said.
 
To create the line, Moya-Jones worked with board-certified dermatologist Ellen Gendler, a recognized expert in cosmetic contact dermatitis who has consulted on multiple projects with leading companies like Neutrogena, Bobbi Brown Cosmetics and others.
 
 

Related End-User Markets:

blog comments powered by Disqus
  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • How Green Is Your Surfactant?

    How Green Is Your Surfactant?

    Tom Branna, Editorial Director ||September 1, 2016
    Suppliers offer a range of solutions to help household and personal care product formulators develop formulas

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.

  • Individualism IS The American Way

    Individualism IS The American Way

    Tom Branna, Editorial Director||August 15, 2016
    Why blue hair and BB creams still thrill US consumers.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • Athletes, Not Objects

    Athletes, Not Objects

    Nancy Jeffries, Contributing Editor||August 1, 2016
    Dove Unveils My Beauty billboard in Times Square.

  • Patent Update

    Patent Update

    July 28, 2016
    Three-layered hair product from Lauder, palm oil extracts for wrinkle treatment and more in recently awarded patents.

  • Pushin’ the Cushion

    Pushin’ the Cushion

    Christine Esposito, Associate Editor||July 26, 2016
    AmorePacific, the creator of the cushion compact, continues to improve its unique product.

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • An Antioxidant Arsenal

    An Antioxidant Arsenal

    July 11, 2016
    BioRewind is Dermarché Labs' new anti-aging regimen that delivers broad-spectrum antioxidant protection against free radicals

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • Start Stuffing The Ballot Box (Again)!

    Start Stuffing The Ballot Box (Again)!

    June 28, 2016
    Vote on the finalists in Happi's reader's choice Anti-Aging Product of the Year contest!

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Voyage to Better Skin

    Voyage to Better Skin

    June 13, 2016
    Skin Inc. rolls out new light-based device to US market.

  • Patent Update

    Patent Update

    June 9, 2016
    Avon’s use of melicope extract, skin care with SPF and chicory root, microdermabrasion cream and more in recent patents.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.