FAQs

Newborns through young children. The formulas are built to be gentle enough for a newborn's very first bath, which sets the ceiling on how strong anything in them can be, and that same gentleness is why they keep working for toddlers and school-age kids with reactive skin. Nothing in the range is outgrown at a particular birthday. They avoid harsh sulfates, parabens and synthetic dyes throughout.

Yes. We strictly avoid synthetic fragrances that can trigger flare-ups and focus on barrier-strengthening ingredients. The waterless, Kokum Butter enriched All Over Balm provides a breathable, protective shield that deeply comforts distressed skin.

Ayurveda is an ancient holistic wellness tradition. We harness time-tested botanical extracts like Neem, Saffron and Turmeric and blend them with modern dermatological science (Ceramides, Olive Squalane) for plant-based care that comforts and protects the skin's surface.

Yes, 100%. Many baby products hide irritating chemicals under the word "fragrance". We use no synthetic perfumes and no volatile essential oils. Any mild scent comes from the raw Ayurvedic botanicals themselves.

Start with the word fragrance, or parfum. It is one label term that can cover dozens of undisclosed ingredients, and it is the most common cause of irritation on young skin. After that, look at where things sit in the list, because the first three or four ingredients are most of the product. If water is first, you are mostly buying water. The others worth checking for are sulfates in anything that foams, synthetic dyes, and mineral oil or synthetic silicones, which sit on the surface rather than feeding the barrier underneath. None of those appear in any Amra Baby product.

No. There is no legal definition of non-toxic, clean or natural in US cosmetics, and no standard a brand has to meet before printing any of them on a bottle. We use those words sparingly for that reason. What is worth checking instead is the full ingredient list, whether the brand explains why each ingredient is there, and whether anything has been verified by someone other than the brand. Our products are dermatologist tested and made in an FDA-registered facility operating to GMP standards, which are specific claims rather than adjectives.

Fragrance free means no scent ingredient was added. Unscented describes how something smells, and an unscented product can contain masking fragrance added specifically to cover the smell of everything else in it. That masking agent is still fragrance and it can still irritate. The test is the ingredient list: look for fragrance, parfum or aroma. You will not find any of them on an Amra Baby label, so what you can smell is the raw botanicals themselves.

No essential oils, in any of the four. Essential oils are the concentrated volatile fraction of a plant, and they are a known cause of contact reactions on skin this young. What you will see on our labels are botanical extracts, which is a different thing: an extract carries far less of the volatile aromatic fraction than an oil does. Some of those plants are aromatic ones, so the lotion lists lavender flower extract, the wash lists grapefruit and mint, and the balm lists rosemary. They are there in small amounts for the skin, not for scent, and no fragrance or parfum is added to anything. If your child has reacted to a specific plant before, read the full list on the back of the pack before you buy.

No synthetic fragrance and no masking fragrance, because fragrance is the most common irritant on baby skin. No essential oils, for the same reason. No sulfates in the wash, which is why it cleans without stripping and stays tear free. No parabens and no synthetic dyes. No mineral oil and no synthetic silicones, which give a fast smooth finish without doing much for the barrier underneath it. The balm contains no water at all, which is why it is firm and why the actives in it sit at working concentrations rather than diluted ones.

It's a completely waterless formula and stays naturally firm because we omit synthetic softeners. Scoop a pea-sized amount with your finger, rub it between your palms, and the rich butters melt instantly for an easy massage.

It comes in a hygienic, airless pump jar that protects the active plant ingredients from air and bacteria. Remove the clear cap, press gently on the top, and it dispenses the right amount with one hand.

They're designed as a complete system, but each works beautifully on its own. Substitute, skip, or use individually, so the routine can match your little one's needs on any given day.

Less than most lists suggest, and this is the newborn end of the range rather than all of it. For the first few weeks a gentle wash two or three times a week, and a moisturiser wherever the skin is dry, covers it. Newborn skin often sheds and flakes in the first fortnight, and that is normal rather than something to treat. If you want one product to begin with, the balm does the most jobs: dry patches, cradle cap, and the nightly massage. Add the lotion when you want something lighter for all over, every day.

This holds whether you are buying for a newborn or a five-year-old. If there are dry patches or cradle cap, start with the All Over Balm. If the skin is generally settled and you want a daily moisturiser, start with the Body Lotion. If you are replacing a wash that seems to leave the skin tight, start with the Body Wash and Shampoo. The Face Cream is the one to add when cheeks are taking the worst of the weather. Anyone buying more than two tends to end up on the bundle, which works out about a third below buying the four separately.

The wash as often as you bathe, which for a baby is usually two or three times a week and for an older child is often daily after school. The lotion once a day, and the useful moment is within a few minutes of the bath while the skin still holds water from it. The balm as needed, on the patches that need it, and nightly if you are doing a massage. The face cream morning or evening, or both in cold weather. None of this has to be exact.

Yes to both, and plenty of families do. Nothing in the range is formulated only for infants. The concentrations are chosen to be gentle enough for newborn skin rather than to be weak, so they go on working through the toddler and school years, which is when most of the dry patches and winter cheeks actually turn up. The balm holds up on adult hands through winter, and the face cream suits adult skin that reacts easily.

No, and a baby product that says it will is overreaching. Eczema is a long-term condition that gets managed rather than cured, and cradle cap clears on its own in most babies given enough time. What a steady routine can do is keep skin from getting dry enough to flare as often, and make the stretches in between longer and calmer. If something is spreading, weeping, bleeding, or has not shifted after a couple of weeks, that is a conversation with your paediatrician rather than a reason to try another cream.

The actives sit at higher concentrations, which is most obvious in the waterless balm where there is nothing diluting them. The botanicals are Ayurvedic rather than generic plant extracts, and each one has a reason it is in there that we spell out on the ingredients page. The lists are shorter, because we are not using fragrance to cover anything or silicones to fake a smooth finish. A drugstore lotion that is genuinely fragrance free and agrees with your little one is a perfectly good product. Ours is built for skin that has already reacted to several of them.

Mostly the formulations. Waterless means you are paying for butters and oils rather than water, and ceramides, saffron and olive squalane cost more per gram than the fillers they tend to replace. The rest is scale, because we make small batches in an FDA-registered facility operating to GMP standards rather than running continuous lines. The bundle is how to bring the per-product price down: $75.99 for all four against $109.96 bought one at a time. If price is the deciding factor, the balm on its own at $29.99 is the one that covers the most situations.

The full bundle ships free. Single products have shipping added at checkout. Either way it typically arrives in 3–5 business days. You'll get a tracking link by email the moment it leaves.

Every person and every baby is unique. If anything doesn't agree with your little one, email us within 30 days with your order number. There is nothing to send back, and no hoops or fine print. See the 30-Day Worry-Free Guarantee for the details.

Yes. Zipcode-protected wholesale partnerships for approved retailers. Apply through the Wholesale page and our team will get back to you promptly.