The New JOHNSON’S®: ‘Gentlest Range of Baby Products ever’

In its biggest relaunch ever, iconic brand trusted by Parents and Pediatricians for over 125 years, showcases its gentlest products ever and introduces CottonTouch™ - products specially designed for newborn sensitive skin


When it comes to their babies, parents only want the gentlest, and for over 125 years no brand has been more iconic than JOHNSON’S®. Marking its biggest re-launch to-date, Johnson’s re-sets baby care standards again with its revamped range now having 50% lesser ingredients, with no parabens, phthalates, dyes, sulfates, petroleum ingredients and fragrance allergens. The new products now have 90% naturally-derived ingredients that have all been purposefully chosen and have undergone a rigorous 5-step safety-assurance process, promising parents greater peace of mind. 

“For this relaunch, we truly put parents at the center – listening to more than 26,000 parents from around the world – and paired their feedback with the latest science to improve our products inside and out,” says Sarita T. Finnie, Senior Director, U.S. Baby Care.  “Nothing was sacred, but every decision was purposeful,” says Deeptha Khanna, President of Global Baby Care. “The result is a gentler, simpler product experience that’s still 100 percent JOHNSON’S®, honoring our 125-year history while evolving for modern parents’ preferences.”  

Responding to the ever-changing demands of parents and needs of babies all around the world, JOHNSON’S® made the following changes to its re-formulated line: 

  • Purposeful ingredient choice: JOHNSON’S carefully considered every single ingredient in the range, rejecting over 400 ingredients during the reformulation. All the ingredients lists have been cut in half, with naturally-derived oils like coconut and cottonseed replacing ingredients like mineral oil. The new range is also totally free from parabens, phthalates, and is now also entirely free from sulfates and dyes – only 2% of cosmetic ingredients globally meets these standards of gentleness. 
  • Fragrances designed with mom and baby in mind: Smell, memory and emotion are intimately connected, with decades of research showing that multi-sensory experiences are a key part of happy, healthy baby development. JOHNSON’S® has not only retained the iconic scents for which their classic products are known and loved for and designed to maximize bonding moments between parent and baby, today, all the fragrances are now formulated to be free of allergens, exceeding International Fragrance Association (IFRA) and RIFM global  standards
  • Parent and environment friendly packaging: The new JOHNSON’S® bottles are now equipped with pumps designed for easier and one-handed use for parents, and have also been developed using a patented system that allows the products to be biodegradable, nontoxic and will not bioaccumulate in the environment. 
  • Products specially designed for every age and stage in a baby’s life: With the Company’s unmatched baby and skin care research and knowledge, JOHNSON’S®’s products don’t just simply cleanse and moisturize—each are specially formulated to address special skin needs of babies and to turn moments of care into opportunities to strengthen babies’ connection to their parents and to nurture their healthy development. The new range has been split up into four ‘Ages & Stages’ sub sections, to help parents easily navigate between the products within the ranges. In addition to the originals category there is a range for newborns straight from birth, active babies on the move and independent toddlers. 

Newborn care innovation and the power of a parent’s touch felt through the all-new CottonTouch™

As the pioneer of baby research – 90% of all industry-led baby skin care research has been led by JOHNSON’S® – the brand continues its innovation with the launch of a new line of products specially designed for newborn’s delicate skin. JOHNSON’S® research has shown that a parent’s gentle touch designed to support baby’s delicate skin barrier can affect the chemical make-up of the skin to support a healthy microbiome and armed with this, JOHNSON’S® introduces the all-new CottonTouch™ is the first and only product line especially designed for newborn sensitive skin designed to nurture the baby’s skin microbiome and to maximize touch and engagement during baby-care routines. Scientific research increasingly points to the importance of a healthy skin microbiome for skin barrier function; the infant skin microbiome is delicate and can be highly sensitive to change, with the repeated use of harsh some detergents, soaps, and moisturizers that are not designed to support an infant’s delicate skin disrupting the skin’s barrier function. JOHNSON’S® New CottonTouch™ formula is blended with natural cotton that is ultra-light and hypoallergenic, soft and gentle on the skin, leaving no residue. The entire collection is clinically proven mild and safe from the first day of life for fragile, sensitive newborn skin and designed to maintain the natural pH of an infant’s skin and retaining moisture, to nurture – rather than disrupt – the naturally developing skin microbiome

This is our most ambitious change yet and we are truly setting a new standard for gentle. We’ve always been committed to delivering only the best for babies and in today’s world that is more toxic than ever, we have never been more passionate in advocating for parents to choose only the gentlest products and to equally choose the transformative power of gentleness within their homes,” shares Raghu Krishnan, Country Director, Johnson & Johnson Philippines. 

“There has never been a more exciting time for JOHNSON’S® in the Philippines. We have always held ourselves at a higher standard being the market leader, so personally, I have never been more excited as we raise the bar in advancing the science of baby skin care yet again, and evolve to meet the needs of every generation of parents to provide only the best,” he closes. 



Johnson’s® is a trusted name in baby care for mothers with its Clinically Proven Mild products and is recommended by doctors for over 125 years. This heritage of trust is built upon a deep understanding of what it takes to keep the baby’s delicate skin healthy, making Johnson’s® Baby one of the most beloved brands amongst mothers globally. Going beyond safe, mild and gentle products, the brand believes in enriching baby care rituals that unlock and release the full power of the senses. 

Nothing is more important to JOHNSON’S® than ensuring a stimulating start and a vibrant future for babies around the world and empowering families and health care professionals. Because JOHNSON’S® knows, when it comes to bringing up baby, more is more. As an expert on baby care, JOHNSON’S® has been advancing baby science and setting the standards in baby care. JOHNSON’S® offers baby and adult products in over 175 countries, the brand has touched almost 8 billion babies across. 


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