What is ‘Babywashing’: Why You Don’t Actually Need Baby Detergent

When preparing to welcome a new baby into your world, the advice from everyone around you can be overwhelming. It can span everything from feeding suggestions all the way down to which laundry detergent to use. And while advice from loved ones is generally well-meaning, advice from corporations isn’t always. Some brands lean on a marketing tactic known as “babywashing” in order to convince parents that their products are the best possible choice for their child.

Here’s what you need to know about babywashing in laundry detergent—why it works, how to spot it, and what to look for instead.

Quick Start Guide: Explaining Babywashing, Why You Don’t Need Baby Detergent, and What to Use Instead

• What is “babywashing”? It’s a marketing scheme where companies describe a product as “made for babies,” using terms like “pure” and “gentle,” and then charge more for it, when in reality, it’s hardly different from products intended for everyone.
• Why does it work? It’s widely known that babies have sensitive skin thanks to a thinner and more permeable skin barrier. Babywashing in the laundry market preys on parents’ fear and desire to make the best choice for their baby.
• What ingredients should you avoid in your newborn’s laundry detergent? Steer clear of dyes, fragrances, optical brighteners, and sulfates, as these additives can cause skin irritation.
• What should you use instead? Look for fragrance-free and dye-free detergents, like Truly Free Home Non-Toxic Unscented Laundry Wash.
• Other baby-safe laundry tips: Always wash new clothing and linens before use, even if they were hand-me-downs, and skip the fabric softener.

Defining “Babywashing” and How to Spot It

You’ve likely heard the term “greenwashing” before; it’s an increasingly common phenomenon where companies will sell a product as eco-friendly, natural, or good for the earth, when in reality it’s not much better (if at all) for the planet than other products on shelves.

Babywashing is a similar marketing tactic in that it misleads people into thinking that a product is safer or healthier for their baby than other products on the market.

Babywashing often leans on descriptors like “pure,” “gentle,” or “safe for baby.” These buzzwords are then frequently accompanied by soft, pastel-hued packaging and emotional, family-centered imagery in advertising. Altogether, this marketing strategy gives the impression that the product is a better, safer, healthier choice for your baby.

The catch is that this product usually comes at a higher cost. Brands that engage in this type of marketing often upcharge for their “baby-safe” alternative, even if the ingredients aren’t all that different from other regular products. All in all, what you end up paying a premium for is the packaging, not the product.

So, does your newborn need special laundry detergent? The simple answer: No.

Why Do People Think Baby Detergent Is Necessary?

It’s a fact that newborns have sensitive skin. Their skin barrier is thinner and more permeable because it’s still developing for at least the first year of their lives.

What’s known as the epidermal, or skin, barrier is the outermost layer of your skin. Its job is to protect the body from environmental toxins and pathogens. So newborns, with their thinner still-developing skin barriers, have more absorbent skin, putting them at greater risk of having adverse reactions to harsh additives in regular laundry detergent.

Brands that babywash their products know that parents are aware of this, and they use it for their own gain. These companies take advantage of parents' desires to make the best possible choice for their children—and they charge more for it.

What Ingredients to Avoid in Your Baby’s Laundry Detergent

When it comes to selecting a laundry detergent for infants, simplest is best. Avoid products with dyes or fragrances, and instead look for a dye-free, fragrance-free detergent that will be gentler on their sensitive skin.

There are plenty of options labeled as “free and clear,” but it’s important to note that “free and clear” is not a regulated standard. So what does it really mean? When you see it on packaging, it signifies that a detergent does not include dyes and fragrances. Just because it doesn’t include these additives, though, does not necessarily mean that it’s hypoallergenic or non-toxic. It can contain other ingredients such as optical brighteners, bleach, and sulfates. The best thing you can do is figure out your baby’s needs and then read the label and check the ingredient list.

So, What Should You Use Instead?

There’s no need to go out searching for designated baby-friendly detergent; one great detergent works for the whole family. Opt for a fragrance- and dye-free detergent, like Truly Free Home Non-Toxic Unscented Laundry Wash. Free from perfumes, dyes, bleach, optical brighteners, sulfates, phosphates, and more, our detergent is plant-based, cruelty-free, and Leaping Bunny certified. Our laundry wash isn’t just for babies, it’s for everyone.

Other Baby-Approved Laundry Tips

Another step you can take to help protect your baby’s sensitive skin is to always wash any new clothing, blankets, or linens before using them. Washing before use gets rid of harmful chemical treatments and residue that may be left on the clothes, like flame-retardants, anti-wrinkling agents, or excess dyes.

We know what you’re thinking—maybe your baby’s clothes are hand-me-downs from loved ones or were purchased second-hand. But even then, it’s still a good idea to wash any new-to-you clothing before use. Pre-owned pieces can harbor pet dander, dust mites, mildew, and other allergens that also lead to skin irritation.

When you’re washing, skip the fabric softener. Traditional fabric softeners often contain synthetic fragrances and leave a coating on the fabric that can irritate newborns’ skin. And if you want to really play it safe, add an extra rinse cycle to ensure that any leftover harmful chemical residue gets washed away.

Doing your baby’s laundry should be a task you don’t have to second guess, but as a parent, it’s easy to get caught up in wanting what’s best for your little one. Using a fragrance- and dye-free detergent takes the worry out of washing your newborn’s clothes and frees you up so you can focus on everything else, like little smiles, quality time, and those unforgettable moments.