Our Bestsellers
From makeup and skincare to hair, nails, bath, and accessories, our best-sellers are the products parents trust most and kids love to use. Each item is carefully curated for safety and fun, made with non-toxic, plant-based ingredients and thoughtful designs that support self-care and self-expression at every age. These are the favorites families come back to again and again.
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Organic, Natural Lipstick-Style Lip Balm for Kids
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10-Piece Rose Gold Unicorn Makeup Brushes with Rainbow Diamond Case
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EWG Verified, Natural Look Makeup Set – Blush, Lip Gloss & Highlighter
from $39.99
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Free of toxins
Safe formulas free of harmful chemicals, toxic dyes or artificial fragrances
Ingredient transparency
Every ingredient listed without mysterious, generic terms like "fragrance"
Made for kids
Pediatrician and allergist-approved to be safe for young, sensitive skin
Highly rated
Award-winning products backed by rave reviews from parents worldwide
Clean beauty for kids
Children’s thinner skin barriers are more vulnerable to questionable ingredients, yet many kids' products remain loosely regulated. We curate safe, colorful alternatives that protect growing bodies and meet the world’s strictest clean beauty standards.
Most Asked Questions
We carefully select every product to meet the highest safety standards, steering clear of any harmful or questionable chemicals. Our products are made with natural or naturally-derived ingredients that are gentle on young, absorbent skin.
We follow the Credo Clean Standard—including The Dirty List™ of 2,700+ banned ingredients—but we go even further by excluding all petroleum-derived colorants (FD&C dyes and Lake pigments) for the cleanest formulations possible.
Not in the way you might think. We believe makeup, when used for play, is a way for children to express creativity and imagination—just like face painting or dress-up. Some kids love playing ‘school’ or ‘house,’ while others naturally mimic the grown-ups they admire.
We’re not here to encourage makeup for appearance; we’re here to ensure that if makeup becomes part of their playtime, it’s made with safe, gentle, and non-toxic ingredients that respect their health.
Our makeup collection is thoughtfully divided into “Makeup for Play” (ages 3+) and “Makeup for Practice” (ages 13+), making it easy to find age-appropriate options in both packaging and shades. You can browse both categories right from our site menu.
If your child has known allergens, we recommend reviewing the full ingredient list on the product page before purchasing.
Every formula is reviewed by our in-house allergist to ensure it meets the highest safety standards. While not every product is classified as hypoallergenic, each is formulated to be gentle on sensitive skin. Since every child is unique, we recommend a quick patch test on the inner elbow before use. Your child’s safety and comfort are always our top priority.
Have another question? Read our full F.A.Q.
