Why We Created Baeby (and What Makes It Different)

Why I Created Baeby: From My Own Skin Journey to Yours

From as young as I can remember, eczema was a part of my everyday life.

It started when I was a toddler—itchy, inflamed, patches that stung that would keep me up at night. My childhood memories are filled with doctor appointments, blood tests, and shelves full of creams that either did nothing or came with harsh side effects. I’ll never forget the look of worry on my mum’s face during those flare-ups. My skin wasn’t just irritated. It was oozing, cracked, and painful. Thankfully, by the time I turned 18, I began to grow out of it, 

As I got older, I began to see that I wasn’t alone. I was surrounded by friends, cousins, and now even their little ones — many of are are now going through the exact same thing. Whether it was mild sensitivity, red itchy flare-ups, or ongoing eczema struggles, the issue was everywhere. And time and time again, the feedback was the same: there just weren’t enough barrier-supporting products that actually worked. 

As a product developer, I’d always wanted to create something of my own. But I knew deep down that I didn’t want to launch just another product. I wanted to solve a real problem. And that’s where Baeby began.

A Problem Worth Solving

The Problem:
Up to 1 in 3 children in Australia experience eczema or sensitive skin. Yet, so many baby products on shelves today are packed with fillers or unnecessary ingredients that do more harm than good. There’s a lack of gentle, effective skincare focused on supporting the skin barrier—and even fewer that toddlers actually enjoy using, and that parents can trust.

The Solution:
That’s where Baeby comes in. We’re redefining baby and toddler care with barrier-first formulas designed to calm, soothe and protect from day one. From itchy flare-ups to post-bath hydration, our range is designed to be your go-to for happy, healthy skin.

As an expecting mother, I also knew I wanted more. I wanted products that were effective, safe, looked great and of course, co-created with the people who matter most—you.

Our Philosophy: Gentle, Effective, and Real-World Ready

At Baeby, everything we create is built on 3 core values:

Safe from Day One
Every formula is dermatologist tested, microbiome-friendly and completely free from fluff. That means no harsh fillers and no shortcuts. This is why we've taken so long to perfect our formula!!

Co-Created with Real Families
From day one, we worked alongside a group of real families—parents who tested our formulas, gave honest feedback, and helped us shape a range that actually works.

Backed by Science
Each product is thoughtfully formulated with barrier-supporting, skin-loving ingredients like postbiotics, Centella Asiatica, colloidal oat and calming botanicals. 

What Makes Baeby Different?

🧼 Microbiome-Friendly from Top to Toe
Because healthy skin starts at the barrier.

🌿 No Fluff, No Fillers
Just clean, calm, high-performance formulas for delicate skin.

🍼 Thoughtful Everything
 From ergonomic packaging made for busy parents, to ingredients chosen for function—not marketing. Ingredients are in at efficacy not just marketing claim. 

A Personal Note to You

Baeby is more than just another baby brand—it’s my heart and my story wrapped up into a range of products I wish I had when I was little. And now, as a soon-to-be mum, it’s the range I can’t wait to use with my own family.

Whether you're dealing with eczema, dryness, or just want the best for your little BAE, I’m so glad you're here. Thank you for trusting me—and Baeby. 

With love,
Sx
Founder of Baeby