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I’ve spent years making nutrition & healthy living simple. Now I’m doing the same for babies.
As a mom of two, I know how hard it is to shop for clean, non-toxic baby essentials. Simple Steps Market makes it easy!
Why Simple Steps?
Ingredient Transparency
No hidden toxins, ever. We carefully vet every product so you don’t have to.
Strict Standards
From baby food made without seed oils to clothes made without pesticides, only the cleanest and safest options make the cut.
Backed by Experts
Our selection is guided by leading experts in health, wellness, and non-toxic living.
Made for Conscious Parents
Whether you're a first-time parent or simply looking for better options, we make healthy choices simple.
Trusted by Thousands of Parents
Natty
I’m honestly so glad something like this exists. You’re right, it’s incredibly hard to find truly safe products without needing a chemistry degree to decode labels!
Paige Freeman
I love what your brand stands for and your mission.
Marylynn F.
Great experience shopping on Simple Steps and great product selection!!
Most Baby Products Aren't As Safe As You Think
Hidden Toxins
Many baby brands look healthy, but they still contain hidden toxins—things like chemicals, preservatives, and synthetic materials that can be harmful to your little one.
Misleading Labels
Even products labeled 'natural' or 'organic' can still contain questionable ingredients. Companies use buzzwords and certifications to appear clean, but many still include synthetic additives and preservatives that don't belong in baby products.
Lack of Transparency
Brands aren't always upfront about what's really in their products. Ingredients can be hidden under vague terms like 'fragrance' or proprietary blends, making it hard to know what you're actually using on your baby.
That's why we created Simple Steps Market—a place where you can find only the cleanest, safest baby products in one easy-to-shop marketplace.
Better-for-baby essentials
No harsh ingredients
Expert approved
All in one place
Your Baby Deserves Better
A Marketplace You Can Trust
Founded by a team of health-conscious parents and experts, Simple Steps Market was created to take the guesswork out of choosing what's best for your little one. Because when it comes to your baby's health, every step matters.
How Simple Steps Was Born
Kevin Fitzgerald
When my wife and I started our baby registry, we were overwhelmed—so after becoming a dad, I knew parents needed an easier way to shop non-toxic with confidence.
Simple Steps Journal
Best Non-Toxic Baby Lotion, Shampoo & Sunscreen (2026)
TL;DR for Busy Parents: Baby skin is 30% thinner than adult skin and absorbs everything faster. Skip products with "fragrance," parabens, and chemical sunscreen filters. Stick with plant-based washes, organic lotions with ingredients you can pronounce, mineral-only sunscreen with non-nano zinc oxide, and alcohol-free sanitizers. Our picks below use as few ingredients as possible. Because less is more on baby skin. Here's a stat that stopped me: a baby's skin absorbs up to 60% of what's applied to it, and their skin barrier won't fully develop until they're around two years old. That means every lotion, shampoo, and sunscreen you use on your baby is getting absorbed faster and deeper than it would on you. When we brought Levi home, I assumed the products labeled "gentle" and "baby" in the baby aisle were actually safe. Then Kyle started reading us ingredient lists, and we realized some of the most popular baby washes contain sulfates, synthetic fragrances, and preservatives that have no business touching a newborn. The "tearless" formula? That's often just a numbing agent so your baby can't feel the irritation. We've tested dozens of products on Levi and narrowed it down to four that actually meet our standards. Clean ingredients, real results, and nothing we wouldn't feel comfortable eating (because babies put everything in their mouths anyway). Why Baby Skincare Ingredients Matter Baby skin is structurally different from adult skin. It's thinner, has a higher surface-area-to-body-weight ratio, and has a less developed skin barrier. That means chemicals penetrate faster and the body has a harder time processing them out. The FDA only requires "fragrance" to be listed as a single ingredient on labels, even though a single fragrance blend can contain dozens of chemicals — including phthalates (endocrine disruptors) and allergens. Products marketed as "natural" or "dermatologist-tested" have no regulated meaning and can still be loaded with synthetics. For sunscreen specifically, chemical UV filters like oxybenzone and octinoxate are absorbed into the bloodstream within hours of application. The FDA has said that only zinc oxide and titanium dioxide are "generally recognized as safe and effective". The other 12 common sunscreen chemicals need more safety data. What to Look For ✅ Short, recognizable ingredient lists The best baby skincare products have fewer than 10 ingredients and you should be able to identify most of them. Plant oils, butters, and botanical extracts are what you want to see. ✅ Plant-based cleansers (no sulfates) Soap bark, coconut-derived glucosides, and saponified oils clean effectively without stripping baby's skin. Sulfates like SLS/SLES are too harsh for delicate skin. ✅ Non-nano zinc oxide in sunscreen Non-nano means the zinc particles sit on top of the skin and reflect UV rays rather than being absorbed into the body. It's the safest, most effective sun protection available. ✅ Organic, food-grade oils and butters Organic cocoa butter, shea butter, jojoba oil, and calendula oil moisturize, soothe, and protect without synthetic additives. If it's safe to eat, it's a good sign for baby's skin. ✅ Fragrance-free (truly fragrance-free) "Unscented" doesn't mean fragrance-free — it can mean they added chemicals to mask the scent. Look for products that list zero fragrance ingredients of any kind. What to Avoid ❌ "Fragrance" or "parfum" This single word can hide dozens of undisclosed chemicals, including phthalates and synthetic musks. It's the biggest red flag on any baby product label. ❌ Chemical sunscreen filters Oxybenzone, octinoxate, avobenzone, homosalate, and octocrylene are absorbed into the bloodstream and can disrupt hormones. Stick to mineral (zinc oxide) sunscreen only. ❌ Parabens and phenoxyethanol These preservatives are endocrine disruptors found in an alarming number of "baby" products. Even some brands marketed as clean still sneak in phenoxyethanol. ❌ Mineral oil and petroleum These petroleum byproducts create a film on skin that clogs pores and prevents it from breathing. They're cheap fillers that have no place in baby skincare. ❌ SLS/SLES and sulfates These harsh detergents create foam but strip the skin's natural oils. They're one of the main reasons babies develop dry, irritated skin after bath time. ❌ PEG compounds and formaldehyde releasers PEGs can be contaminated with ethylene oxide and 1,4-dioxane (both carcinogens). DMDM hydantoin and quaternium-15 slowly release formaldehyde over time. ❌ Alcohol-based hand sanitizers on babies Alcohol dries and cracks baby's skin and is dangerous if ingested. Babies put their hands in their mouths constantly, so alcohol-free alternatives are a must. Our Top Picks California Baby Super Sensitive Shampoo & Bodywash This is the only shampoo and body wash that's touched Levi's skin, and for good reason. It's 100% plant-based (USDA Certified Bio-based), uses organic soap bark as the cleanser instead of sulfates, and is completely fragrance-free — no essential oils, no scent-masking chemicals, nothing. What sets California Baby apart is their preservative system. Instead of parabens or phenoxyethanol, they developed a plant-based preservative from basil and anise isolates. It's also allergy-tested and free from gluten, soy, oat, dairy, and nuts (except coconut). The ingredient list reads like a garden: organic calendula, aloe vera, jojoba oil, and hydrolyzed quinoa for protein. Hospitals trust this in their NICU and PICU units for premature and medically fragile babies. If it's gentle enough for a preemie in the ICU, it's gentle enough for bath time at home. 💡 A little goes a long way. One bottle lasts us about 2-3 months because you only need a small amount to get a gentle lather. It doesn't foam up like conventional baby washes (because there are no sulfates), but it cleans just as well. Shop California Baby Shampoo Sweet Harvest Farms Oh Baby Oh Organic Baby Lotion This is a small-batch, handmade lotion from a family company that takes ingredients as seriously as we do. The base is organic cocoa butter and shea butter — both naturally anti-inflammatory and packed with antioxidants. They add calendula oil (antifungal and great for eczema), vitamin E for healing, and chamomile oil for soothing irritation. What's NOT in it matters just as much: no mineral oil, no lanolin (a common allergen from sheep's wool), no SD alcohol (which dries skin out), no parabens, no sulfates, and no petroleum byproducts of any kind. Every ingredient is organic and food-grade. We use this right after bath time when Levi's skin is still slightly damp — it absorbs beautifully and keeps his skin soft all day without any greasy residue. A little roller bottle lasts months because you barely need any. 💡 This lotion uses gentle essential oils (herbal, not perfume-y) rather than synthetic fragrance. It smells like actual plants, not a baby aisle. If you prefer completely unscented, ask Sweet Harvest about their fragrance-free options. Shop Sweet Harvest Farms Lotion Littley Hand Cleanser This one is a game-changer for parents who want clean hands on their baby without the risks of alcohol-based sanitizer. It's made with hypochlorous acid (HOCl) — a substance your own white blood cells naturally produce to fight bacteria. The formula is 99% water + pure HOCl. That's it. No alcohol, no fragrance, no dyes, no sulfates, no harsh irritants. It's pediatrician-approved and gentle enough for newborn skin. We keep one in the diaper bag and one by the changing table. It's especially useful for cleaning hands before feeding, after playground visits, and when you're out and water isn't available. The best part? If Levi gets it in his mouth (which he will), it's completely non-toxic. Try saying that about an alcohol-based gel. 💡 Comes in a convenient travel-size spray bottle. We keep one in the car, one in the diaper bag, and one at home. Stock up — once you switch to HOCl-based cleansers, you won't go back to alcohol gels. Shop Littley Hand Cleanser Vita Prima Mineral Sunblock Most "baby" sunscreens still contain chemical filters, PEG compounds, or phenoxyethanol buried in the ingredient list. Vita Prima took the opposite approach: their sunblock has only four ingredients. That's not a typo. Four: 100% grass-fed tallow, organic jojoba oil, non-nano zinc oxide, and that's the whole list. The non-nano zinc oxide sits on top of baby's skin and physically reflects both UVA and UVB rays — nothing gets absorbed into the bloodstream. The tallow base is biocompatible with human skin (it's chemically similar to our own skin oils), so it moisturizes while it protects. No oxybenzone, no octinoxate, no benzene risk, and no chemical filters of any kind. It's also reef-safe and biodegradable, so you can feel good about it at the beach too. 💡 Like all mineral sunscreens, this does leave a slight white cast. Apply in thin layers and rub in well. The tallow base makes it spread more smoothly than most zinc sunscreens. Remember: visible coverage means visible protection — you can see exactly where you've applied it, which is actually a plus with squirmy babies. Shop Vita Prima Sunblock The Bottom Line Baby skincare doesn't need to be complicated — it needs to be clean. A gentle plant-based wash, an organic lotion with ingredients you can pronounce, a non-toxic hand cleanser, and a mineral-only sunscreen cover the essentials. Skip the products with ingredient lists that read like a chemistry textbook, and don't be fooled by "natural" labels that mean nothing. Your baby's skin is their largest organ, and it's absorbing everything you put on it. The products above are the ones we trust on Levi every single day. Shop All Bath & Skincare Vetted by our co-founders Kyle Fitzgerald (@cleankitchennutrition, 700K+ followers) and Amanda Rocchio (@meowmeix, 1.6M+ followers), who bring extensive ingredient expertise to every product we feature. Shop our complete collections: Shampoo & Body Wash · Skin Protection & Care · All Bath & Skincare Building your registry? Browse our Non-Toxic Baby Registry Guide Questions? DM us on Instagram @simplestepsmarket — Kevin, Co-Founder & Chief Dad 🐝
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Best Non-Toxic Crib Mattress & Sleep Essentials (2026) | Vetted by Experts
TL;DR for Busy Parents: Start with an organic crib mattress that's GREENGUARD Gold certified and uses natural wool for flame resistance instead of chemicals. Add GOTS-certified organic cotton sheets and breathable swaddles. Your baby spends 14-17 hours a day sleeping — clean materials in the crib aren't optional. Your baby will spend 14-17 hours a day on their mattress in the first months. That's more time than they'll spend anywhere else — including in your arms. When we were setting up Levi's nursery, I assumed all crib mattresses were regulated and safe. Then I started reading about flame retardants, off-gassing foam, and vinyl covers that release VOCs, and realized the "waterproof" mattress everyone recommended was basically wrapping our son in plastic and chemicals while he slept. The nursery aisle is full of mattresses marketed as "breathable" or "hypoallergenic" that still use polyurethane foam, synthetic covers, and chemical flame retardants. Why Sleep Essentials Matter Babies spend more time sleeping than doing anything else, and their sleep environment has a direct impact on their developing respiratory and immune systems. Mattresses, sheets, and swaddles are pressed against their skin and face for hours at a time. Chemicals used in conventional sleep products (flame retardants, formaldehyde, vinyl off-gassing) are constantly being inhaled in an enclosed space. For something your baby uses 12+ hours daily, clean materials aren't optional. What to Look For in Crib Mattresses ✅ Organic materials (cotton, wool, latex) These natural materials don't off-gas chemicals and are naturally breathable. Organic cotton and wool are ideal for the cover and filling. ✅ GREENGUARD Gold certified This certification means the mattress has been tested for low chemical emissions. Since baby sleeps in an enclosed space for hours, low VOCs (volatile organic compounds) matter enormously. ✅ No added flame retardants Federal regulations require flame resistance, but the best mattresses achieve this through natural materials like wool (which is naturally flame-resistant) rather than chemical treatments. ✅ Firm surface A firm mattress is essential for safe sleep and reducing SIDS risk. If you can easily press a handprint into the mattress, it's too soft. ✅ Waterproof layer without vinyl or PVC Look for food-grade polyethylene or plant-based waterproof layers instead of vinyl, which can off-gas phthalates. ✅ Dual-sided design (optional but smart) Some mattresses have a firmer infant side and a slightly softer toddler side, giving you more years of use. ✅ Certifications: GOTS, OEKO-TEX, CertiPUR-US These third-party certifications verify organic materials, non-toxic manufacturing, and low emissions. What to Look For in Sheets & Sleep Essentials ✅ Organic cotton or bamboo These natural fibers are breathable, soft, and free from pesticide residues. GOTS-certified organic cotton is the gold standard. ✅ No synthetic fabrics against baby's skin Polyester sheets don't breathe well and can trap heat. Natural fibers regulate temperature better and reduce the risk of overheating. ✅ Snug fit for safety Crib sheets should fit tightly with deep pockets so they don't come loose during sleep. Loose bedding is a suffocation hazard. ✅ Minimal dyes and treatments The safest sheets use natural dyes or are undyed. Avoid sheets treated with stain-resistant chemicals or permanent press finishes. ✅ Breathable swaddles Look for lightweight, organic cotton or bamboo swaddles that don't overheat baby. Overheating is a SIDS risk factor. What to Avoid ❌ Polyurethane foam mattresses These are cheap and common but off-gas VOCs for months. Even "CertiPUR-US" certified foam can emit odors. Natural latex or organic cotton/wool cores are cleaner options. ❌ Vinyl or PVC waterproof covers These materials off-gas phthalates and create a non-breathable barrier. Look for food-grade polyethylene or plant-based alternatives instead. ❌ Chemical flame retardants Older mattresses may use toxic flame retardant chemicals (PBDEs, TDCPP). These are endocrine disruptors and have been banned in many states. Choose mattresses that meet flammability standards through natural materials. ❌ Memory foam for infants Memory foam is too soft for safe infant sleep and can increase suffocation risk. Save it for toddler beds. ❌ Strong chemical smells If a mattress has a strong odor out of the box, it's off-gassing chemicals. A mild natural smell from wool or latex is normal, but chemical odors are not. ❌ Non-organic cotton sheets Conventional cotton is one of the most pesticide-intensive crops. For something touching your baby's face all night, organic matters. ❌ Loose or decorative bedding Bumpers, blankets, and pillows are suffocation hazards for babies under 12 months. Keep the crib bare except for a fitted sheet. Our Top Picks Katu Organic 2-Stage Crib Mattress This is the mattress in Levi's crib, and it's the one we recommend most often. It has a firm infant side (safe for newborns) and a slightly softer toddler side, so you get years of use. The core is made from organic cotton and wool — no polyurethane foam, no synthetic materials. The wool layer naturally meets flame resistance standards without added chemicals, and the organic cotton cover is GOTS-certified. It's GREENGUARD Gold certified for low emissions, which was non-negotiable for us. The waterproof layer is food-grade polyethylene, not vinyl, so there's no off-gassing or chemical smell. Shop Katu Organic Crib Mattress Organic Crib Fitted Sheet These GOTS-certified organic cotton sheets are soft, breathable, and fit snugly on standard crib mattresses. We have four of these in rotation because with spit-up, blowouts, and nighttime accidents, you'll be changing sheets constantly. The deep pockets stay tight on the mattress (no bunching or coming loose overnight), and they've held up beautifully through dozens of washes. They come in neutral colors that work with any nursery aesthetic. We went with the natural undyed version for Levi's crib to avoid unnecessary dyes against his skin. Shop Organic Crib Sheet Mushie Stretchy Bassinet Sheet If you're using a bassinet for the first few months, this organic cotton sheet is perfect. It's stretchy enough to fit most bassinet mattresses (which vary more in size than cribs), and the fabric is incredibly soft. We used this in Levi's bassinet for the first three months, and it washed well without shrinking or losing shape. The neutral colors are calming and work with any nursery style. Since bassinets are used for such a short time, having 2-3 of these sheets is plenty. Shop Mushie Bassinet Sheet Organic Cotton Swaddle Sleep Sack Swaddling made a huge difference for Levi's sleep in the early weeks, and this organic cotton sleep sack is the one we reached for most. It's lightweight and breathable, which is critical for preventing overheating (a SIDS risk factor). The zipper design makes nighttime diaper changes easier than traditional swaddles, and the TOG rating is perfect for room temperatures between 68-72°F. Once Levi started rolling, we transitioned to using this with arms out, and it worked beautifully as a wearable blanket. The organic cotton is GOTS-certified and has held up through countless washes without pilling or losing softness. Shop Organic Cotton Swaddle The Bottom Line Your baby's sleep environment is one area where compromising on materials doesn't make sense. Start with an organic mattress that's GREENGUARD certified and uses natural flame resistance. Add organic cotton sheets that fit snugly, and choose breathable, chemical-free swaddles. You don't need a lot of fancy sleep products — just clean, safe essentials that let your baby breathe easy. We've done the research and testing so you can rest easier knowing your baby is sleeping on the safest materials available. Shop All Sleep Essentials Vetted by our co-founders Kyle Fitzgerald (@cleankitchennutrition, 700K+ followers) and Amanda Rocchio (@meowmeix, 1.6M+ followers), who bring extensive ingredient expertise to every product we feature. Shop our complete collections: Non-Toxic Crib Mattresses · Organic Crib Sheets · Clean Swaddles Building your registry? Browse our Non-Toxic Baby Registry Guide Questions? DM us on Instagram @simplestepsmarket — Kevin, Co-Founder & Chief Dad 🐝
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Best Non-Toxic Diapers and Wipes (2026) | Vetted by Experts
Your baby will go through about 6,000 diaper changes before potty training. That's 6,000 times something is pressed against their most sensitive skin, absorbing moisture, and sitting there for hours. When Levi got a persistent rash at three months, we realized the "hypoallergenic" diapers we'd been using weren't as clean as we thought — fragrance, lotions, and chlorine-bleached materials were the likely culprits. The diaper aisle is full of products claiming to be gentle and natural, but most still use synthetic fragrances, chlorine bleaching, or chemical additives that have no business touching a baby's skin all day. Babies wear diapers 24/7 for years, and their diaper area has some of the thinnest, most absorbent skin on their body. Chemicals in diapers and wipes don't just sit on the surface — they can be absorbed. When you're using 8-10 diapers and dozens of wipes every single day, the quality of those materials compounds quickly. Every product below has been individually vetted by our co-founders Kyle Fitzgerald (730K+ followers) and Amanda Rocchio (1.6M+ followers). No paid placements. No sponsored picks. ✅ What to Look For Diapers Cotton or plant-based materials — Look for diapers made from cotton, sustainably sourced wood pulp, or bamboo instead of petroleum-based plastics. These are gentler on skin and more breathable. Chlorine-free processing — Totally chlorine-free (TCF) means the pulp hasn't been bleached with chlorine, which can leave behind trace amounts of dioxins. Fragrance-free and lotion-free — Babies don't need their diapers to smell like artificial lavender. Fragrance is a common irritant, and added lotions or aloe can actually cause more irritation in sensitive babies. Keep it simple. Good absorption without sketchy materials — The best diapers use plant-based absorbent cores that perform well without relying on chemically-laden super absorbent polymers. Transparent sourcing — If a brand tells you where their materials come from and how they're processed, that's a good sign they care about what goes into the product. Wipes Water as the first ingredient — The cleanest wipes are mostly water with minimal added ingredients. Some are 99% water, which is ideal. Plant-based fibers — Look for wipes made from cotton, bamboo, or other sustainable plant materials instead of synthetic polyester blends. Minimal ingredient lists — The best wipes have 5-10 ingredients maximum. If you're reading a novel on the back of the package, put it back. Gentle preservatives — Some preservation is necessary to prevent bacterial growth, but look for brands using gentler options like citric acid rather than harsh synthetic preservatives. ❌ What to Avoid Synthetic fragrances — These can contain dozens of unlisted chemicals and are one of the most common causes of diaper rash. Even "light" or "gentle" fragrances add unnecessary irritants to something touching your baby's skin all day. Chlorine bleaching — Conventional diapers are often bleached with chlorine, which can leave behind dioxins (known carcinogens). Stick to TCF or PCF options. Lotions and petroleum-based additives — Ingredients like petrolatum or mineral oil might sound soothing but can trap moisture and cause more irritation than they prevent. Parabens and phthalates — Some wipes contain these preservatives and plasticizers. They're endocrine disruptors and completely unnecessary in baby products. Alcohol in wipes — Alcohol dries out sensitive skin. Water-based wipes work just as well without the irritation. Opaque ingredient lists — If a brand won't tell you exactly what's in their product, that's a red flag. Transparency should be the baseline. Our Top Picks Our Diaper Pick Kudos Diapers These are the diapers we switched to after Levi's rash issues, and we haven't looked back. Kudos is the only diaper with 100% cotton on the inside layer that touches baby's skin — not the synthetic plastic lining you'll find in most disposables, even the "natural" ones. The absorbent core uses TCF, FSC-certified sustainably harvested wood pulp, and the whole diaper is OEKO-TEX STANDARD 100 certified — third-party tested to be free from over 300 harmful substances. No fragrance, no lotions, no chlorine, no parabens, no phthalates. Their DoubleDry tech with two absorption layers instead of one gives excellent overnight protection — we've had zero blowouts since switching, and zero rashes. They're pricier than conventional diapers, but for us, the peace of mind is worth every penny. One real-world tip: they run slightly slimmer than brands like Pampers, so if your baby is between sizes, size up. SHOP KUDOS DIAPERS → Everyday Wipes Kudos Baby Wipes These wipes are 98% water with just a few simple plant-based ingredients — squalane, glycerin, aloe extract, and apple fruit extract for gentle cleaning. The fabric is plant-based, naturally soft, and strong enough that you don't need to use three wipes per change. We keep these in the nursery, diaper bag, and car because they're gentle enough to use on Levi's face and hands, not just diaper changes. No chemical smell, no irritation even on his most sensitive days. If you're already using Kudos diapers, pairing them with the wipes makes diapering dead simple. SHOP KUDOS WIPES → Ultra-Minimal Wipes Raan Baby Wipes If you want the absolute simplest ingredient list possible, Raan wipes are 99.9% water and 5 clean ingredients. That's the entire list. They're made from plant-based fibers and are completely unscented. We especially like these for the newborn stage and for babies with eczema or severe sensitivities. They're not quite as thick as Kudos wipes, so you might use more per change, but the ingredient simplicity is unmatched. If your baby reacts to everything, start here. SHOP RAAN WIPES → The Bottom Line You don't need to overthink this. Choose diapers made from cotton or plant-based materials without fragrance or chlorine, and wipes that are mostly water. Your baby's skin will thank you, and you'll avoid the mystery rashes that come with conventional options. We went through the trial and error so you don't have to — these are the products we actually use with Levi every day. Ready to Shop Clean Diapers & Wipes? Every product vetted by ingredient experts. No guesswork. SHOP DIAPERS & WIPES → 📖 Related Guides Non-Toxic Baby Registry → Copy Our BabyList Registry → Best Non-Toxic Baby Bottles → Non-Toxic Diapers: Complete Ranking → — Kevin, Co-Founder & Chief Dad 🐝 Every product on Simple Steps Market is individually vetted by ingredient experts. No paid placements. No sponsored picks. Just what we'd use for our own kids.
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Best Clean Baby Formula (2026) | Vetted by Experts
When we started researching formula for Levi's first year, I expected to find a few good options and move on. Instead, I spent hours reading ingredient labels and realizing that most conventional formulas use ingredients we'd never choose for ourselves. I found ingredients like seed oils, corn syrup solids, and synthetic additives that make shelf stability easier but nutrition secondary. Formula is often your baby's only source of nutrition for months. This isn't a product where I want to compromise on ingredients. These ingredients go directly into your baby's developing system multiple times a day. The quality of fats, proteins, and carbohydrates matters enormously. And not just for nutrition, but for digestion, immune development, and long-term health. Every product below has been individually vetted by our co-founders Kyle Fitzgerald and Amanda Rocchio. No paid placements. No sponsored picks. ✅ What to Look For Organic certification — This ensures no synthetic pesticides, GMOs, or growth hormones in the milk supply. It's the baseline standard we look for in every formula. Grass-fed or pasture-raised milk sources — Cows that eat their natural diet (grass, not grain) produce milk with better omega-3 ratios and more nutrients. It also means the cows are raised in better conditions. A2 protein (when available) — A2 beta-casein protein is easier for many babies to digest than the A1 protein found in most conventional dairy. If your baby struggles with gas or discomfort, A2 formulas are worth trying. Lactose as the primary carbohydrate — Lactose is the natural sugar in breast milk. Many formulas use corn syrup solids instead because they're cheaper, but lactose is what babies are designed to digest. Clean fat sources — Look for formulas using coconut oil, sunflower oil (high-oleic), or milk fat instead of seed oils like soybean, canola, or palm oil. These fats are more stable and better aligned with what's in breast milk. Minimal ingredient lists — The best formulas don't need dozens of synthetic additives. Simpler is usually better when it comes to infant nutrition. ❌ What to Avoid Seed oils (soybean, canola, safflower) — These oils are highly processed and prone to oxidation. They're used in most conventional formulas because they're cheap, but they're not what we'd choose for our own kids. Better options use coconut oil or milk fat. Corn syrup solids — This is added as a cheap carbohydrate source instead of lactose. It's essentially just sugar without the nutritional benefits of lactose, and it can make formula overly sweet. Synthetic preservatives — Some formulas add synthetic antioxidants or preservatives that aren't necessary if the formula is stored properly. Look for minimal additives. Non-organic ingredients — Conventional dairy can contain pesticide residues, antibiotics, and hormones. For something your baby consumes 6-8 times daily, organic is worth the investment. Unclear sourcing — If a brand won't tell you where their milk comes from or what the cows are fed, that's a red flag. Transparency matters. Our Top Picks Organic Whole Milk Infant Formula This is the formula we trust most for the first year. It's made from organic whole milk with lactose as the main carbohydrate — no corn syrup, no questionable oils. The ingredient list is refreshingly short compared to conventional options, and it includes the key nutrients babies need without the synthetic fillers. Kyle vetted this one personally and confirmed the fat sources are clean (coconut oil and sunflower oil instead of seed oils). We've used it with Levi since month four when we started supplementing, and his digestion has been great. One heads up: organic formulas can be harder to find in stores, so we keep a backup supply on hand. SHOP ORGANIC INFANT FORMULA → Toddler Formula with A2 Whole Milk Once your baby hits 12 months, this A2 toddler formula is a great option if you're continuing with formula. The A2 protein is gentler on digestion — we noticed less gas and fussiness compared to conventional formulas we tried early on. It's made from grass-fed A2 milk, organic whenever possible, and includes the healthy fats toddlers need for brain development. It works well mixed into smoothies or oatmeal if your toddler isn't interested in drinking it straight. We use this on mornings when Levi's not eating much breakfast, just to make sure he's getting good nutrition. SHOP A2 TODDLER FORMULA → The Bottom Line Formula feeding doesn't mean compromising on ingredient quality. Start with organic, look for clean fat sources and lactose-based carbs, and avoid the seed oils and corn syrup that dominate conventional options. Your baby deserves the same ingredient standards you'd want for yourself. Ready to Shop Clean Formula? Every product vetted by ingredient experts. No guesswork. SHOP CLEAN FORMULA → 📖 Related Guides Non-Toxic Baby Registry → Copy Our BabyList Registry → — Kevin, Co-Founder & Chief Dad 🐝 Every product on Simple Steps Market is individually vetted by ingredient experts. No paid placements. No sponsored picks. Just what we'd use for our own kids.
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