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Top 6 best-selling baby care products in the US market

If you want to build a new baby and child care brand and gain a place in the fierce competition in the US market. You must understand and analyze the overall situation of baby care in the US market and the hot products in that market in advance. Doing market research and competitor research in advance will allow you to better understand the situation of this market, and get some ideas and inspiration for brand creation and product development. The above moves are what a start-up brand needs to do. This article will help you sort out some of the US baby care products market and I hope to be helpful to you.

Overview of baby and child care products in the US market

Revenue in the Baby & Child care product US market amounts to US$100 billion in 2023.The US market is expected to grow annually by 4.84% (CAGR 2023-2028).

Baby skin care

Baby and child care products are in great demand

Some of the major influenza pandemics experienced around the world in the past few years have led to a greater emphasis on personal hygiene care, especially for infants and children. In the U.S. market, there is a rapid increase in demand for baby and child care products. More and more parents are seeking hygiene and moisturizing products such as wipes and creams to prevent skin infections and treat diaper rashes. Parents are spending more on baby care. For example, parents in the District of Columbia spend 26.3 percent of their income on infant care, followed by Massachusetts at 24.4 percent, Indiana at 21.9 percent and New York at 21.3 percent, according to survey data.

Demand preferences for baby and children’s products in the US market

Due to growing concerns about babies’ delicate and sensitive skin, more parents are opting for baby care products such as body washes, diaper creams, and baby wipes made from plant-based and organic ingredients. In addition, these products offer many benefits that help treat skin allergies, discomfort, rashes, and other similar skin-related issues. These conditions are likely to significantly boost market growth during the forecast period.

The popular brand of skin and hair care for babies and children in the US market

In the US market, there are brands in need of baby and child care products, and the competition is very fierce. Start-up brands want to stand out among many brands by observing the brand value delivered by other brands, and observing consumer feedback through the brand’s official website and product reviews. The Marketing Department of the startup brand needs to refine the characteristics and advantages that the brand can attract consumers in the market, so as to prepare for the brand image of its own brand.

Johnson’s Baby

Johnson’s is a well-known brand that offers a wide range of baby skincare products including lotions, shampoos, body washes, and more.

Aveeno Baby

Aveeno is recognized for its gentle and soothing products, often formulated with natural ingredients, suitable for a baby’s sensitive skin.

Aveeno Baby


Mustela offers a range of baby skincare products known for their hypoallergenic and dermatologist-tested formulations.

Cetaphil Baby

Cetaphil is known for its gentle and effective skincare products, and their baby line is no exception.

Burt’s Bees Baby

Burt’s Bees offers natural and organic baby skincare products that are popular among parents seeking more natural options.

California Baby

California Baby focuses on natural and eco-friendly products for babies and children, often catering to sensitive skin.

California Baby


Babyganics is known for its plant-based, non-allergenic products designed for babies’ delicate skin.

Noodle & Boo

Noodle & Boo offers high-end skincare products for babies and children, often used in luxury spas and resorts.

The Honest Company

Founded by Jessica Alba, The Honest Company provides a variety of baby and child care products, including skin and hair care items with a focus on natural ingredients.

Baby care products

Eucerin Baby

Eucerin is a brand known for its dermatologist-recommended skincare products, and their baby line offers gentle options for baby’s skin.

Top selling baby and child care products in the United States

In the US market, brands require baby and child care products, and they face fierce competition. Brand owners want to stand out among many brands, not only need to shape their own brand image, but also need to understand the hot related products on the market. Observe the reasons for the popularity of hot products and prepare to create your own unique products.

Johnson’s Baby Shampoo

Johnson’s Baby Shampoo is as gentle to the eyes as pure water and is specially designed to gently cleanse a baby’s delicate hair and scalp. It quickly lathers and rinses easily, leaving your baby’s hair soft, shiny, and clean. Johnson’s Baby Shampoo uses tearfree technology to make cleansing gentle.

Baby Shampoo

Aveeno Baby Daily Moisture Lotion

Aveeno Baby Daily Moisture Lotion Gentle on the baby’s sensitive skin, this nourishing baby lotion moisturizes for a full 24 hours and soothes the baby’s skin from the first use. Enriched with oat flour and glycerin, it strengthens the skin’s natural moisture barrier and temporarily protects chafed, chapped, or cracked skin. The hypoallergenic baby lotion helps protect from the drying effects of wind and cold weather, while also helping keep the baby’s skin soft and smooth.

Burt’s Bees Baby Bee Diaper Ointment

Burt’s Bees Baby Bee Diaper Ointment soothes and prevents diaper rashes on the baby’s delicate bottom with this powerful cream. Made with Zinc Oxide and Sweet Almond Oil, the ointment provides an emollient layer that protects from irritating wetness so skin stays soft, healthy and smooth.

Honest Company Baby Wipes

Honest Company baby hypoallergenic plant-based wipes are dermatologist-tested and are made with only 7 transparent ingredients that are toxicologist-audited, making them safe + gentle for the baby and the whole family. Wipes are made without plastic, fragrances, parabens, and chlorine processing.

Baby Wipes

California Baby Calendula Cream

This multi-award-winning cream is super-soothing, non-greasy and features a light scent from lavender and clary sage essential oils. California baby calendula cream with extra calendula extract, bringing more soothing relief to dry, sensitive skin.

Babyganics Foaming Dish and Bottle Soap

Babyganics foaming dish soap, made with plant-derived and other thoughtful ingredients, does away with grease and dried-on goo, then rinses clean. Whether it’s for babies, families or dinner party dishes, this foamy super soap saves the day.

How to customize your own baby and child care brand in the US market?

If you want to start a related baby care brand business, you need to clarify the product positioning of your brand. You can start with the most basic baby care product set, determine the concept of the product ingredients you want to expand, determine the initial budget, and choose the right supplier to help you produce and develop the product.

Who can help you?

Guangzhou Xiran Cosmetics Co., Ltd. has 15 years of experience in OEM/ODM customization of baby care products, involving a wide range of products, and has served many customers in the American market. Xiran factory provides one-stop customization services, from product trend ingredient research to formula customization, product production, quality control, after-sales links have a whole process planning. Xiran factory can help you deeply customize your own brand and related products, customize mature formulas, customize the packaging you need, help you produce high quality products, and help you build brand value. You provide an idea, Xiran factory to help you make your dream come true.

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