Naïf

Hi Jette and Renske! So nice to chat with you. Can you tell us about Naïf?

– Thank you for having us! Naïf was born out of a shared desire to create the very best for our children. It was founded by two fathers, Jochem Hes and Sjoerd Trompetter, who wanted to help parents take care of their little ones without worry. They both became fathers and realized there was a lack of truly safe and clean products for kids, so they decided to create Naïf. Our mission is simple: to provide clean skincare that nurtures and protects delicate skin and has a minimum impact on the world our kids grow up in. Today, Naïf offers a wide range of products for babies, children, and adults, and we’re continuously expanding into new markets, including Sweden. We’re excited about the future and committed to setting new standards in baby and kids care.

Is there a philosophy behind the brand?

– Absolutely. Our philosophy centers on transparency, safety, and sustainability. We believe every child deserves good care, so our products are crafted with clean ingredients, many of them derived from natural resources. We avoid harmful chemicals and unnecessary additives, such as microplastics, ensuring our products are gentle on the skin and have less impact on the planet. Our promise is simple: we wouldn’t sell anything we wouldn’t use on our own kids. This commitment drives everything we do, from our formulations to our packaging.

We aim to change the industry by proving that effective skincare can be safe, nourishing, and environmentally responsible. By setting new standards, we hope to inspire other brands to prioritize the well-being of both people and the planet. For example, last year we called for a stricter and swifter ban on microplastics in the EU, alongside the Plastic Soup Foundation and other microplastic-free brands. This month, we conducted a large campaign in the Netherlands with other microplastic-free brands to make consumers aware of the importance of the small print on the back of products, rather than just the marketing promises on the front.

Our efforts don’t stop there. Our recycled packaging and ongoing initiatives to minimize our CO2 impact are part of our broader mission. We also donate our time and products to families in need. While we acknowledge that everything we do has an impact, we are constantly working to ensure our products are as gentle on the planet as they are on your child’s skin. By staying one step ahead and continuously improving, we aim to set a new standard for transparency, social responsibility, and environmental stewardship, inspiring other brands to follow suit.

Where does the name Naïf come from?

– The name “Naïf” is inspired by the word “naïve,” which is often seen as something negative, but we actually celebrate naivety. It’s how you were born—pure, honest, and straightforward. This embodies our belief in providing skincare that is free from unnecessary and harmful additives. By creating safe, clean products, we want consumers to be able to be naïve again and walk into a store without worry, knowing they are buying good, trustworthy products. We aim to bring back the simplicity and effectiveness, allowing everyone to make choices confidently and effortlessly.

What is unique about your products?

– What sets Naïf apart is our dedication to clean skincare and constant innovation. Our products are crafted with high-quality ingredients like cottonseed oil, sweet almond oil, and macadamia extract, which are gentle on the skin. We avoid using substances such as microplastics, parabens, and allergens. Moreover, we believe that caring for your little ones also means caring for the world they grow up in. That’s why we are a B Corp, committed to using our business as a force for good. This commitment is reflected in several of our efforts. For instance, we were the first Dutch brand to introduce a mineral sunscreen, ensuring safe and effective sun protection without harmful UV-filters. We also brought plastic-free wipes to the Dutch market after discovering that one pack of baby wipes contains as much plastic as two PET bottles—and parents typically use almost 300 packs per child. Additionally, we offer product refills to minimize waste. When we found out there was no conditioner for kids without microplastics in the Netherlands, we created one.

We want to know more about what is actually good for our and our children’s skin. Would you like to give us some useful information?

– Certainly! In skincare, especially for children, we aim for using as many ingredients as possible that are easily recognizable, such as oils and plant extracts. Hydration is paramount, so opt for products that effectively lock in moisture. For children, who often have more sensitive skin, it’s crucial to select gentle formulations. Babies are born with a natural protective barrier that we aim to preserve, avoiding anything that might disrupt it. We opt for mild ingredients, steering clear of harsh substances like SLES. To maintain a gentle approach, consider ingredients less prone to allergens, such as extracts and essential oils.

Sun protection is another vital aspect to consider. Choosing a mineral-based sunscreen can offer effective protection for delicate skin without causing irritation. Mineral sunscreen sits atop the skin, reducing the risk of irritation while providing high levels of protection. Moreover, there are certain ingredients we advise steering clear of when caring for your or your baby’s skin. Microplastics, for instance, are found in approximately 9 out of 10 skincare products. While their long-term effects are still being studied, they’ve been detected in the placentas of unborn babies, in most people’s bodies, and even inside cancer cells. Once they enter the environment or the body, eliminating them becomes challenging. Despite their widespread use due to being inexpensive and convenient, we firmly believe they have no place in products intended for use on your or your baby’s skin.

Additionally, we would advise against the use of mineral oils, such as paraffin, particularly on babies’ delicate skin. Mineral oil is a cheap oil that, from both a skin and environmental perspective, we believe is better to be avoided. With the availability of new renewable sources, there’s simply no need to resort to mineral oils. Opting for natural alternatives, like almond oil, not only feels nicer on the skin but also avoids creating a film that can hinder the skin’s ability to breathe.
We prioritize safety above all else, avoiding ingredients that carry potential risks, such as possible endocrine disruptors. After all, a baby’s skin thrives with minimal intervention.

Who are your customers?

– Our customers are parents who want the best for their children, as well as individuals who are conscious about their skin and the environment. They value transparency and sustainability in the products they use and are looking for effective skincare solutions without compromising their health or the planet’s well-being. They support our vision to change the industry and set new standards for baby and kids care.

5 words that capture your brand’s essence?

– Clean, Honest, Gentle, Innovative, Caring

Naïf is being launched in Sweden as we speak, where can we buy the products?

– We are thrilled to be launching in Sweden! Our products are available online at H&M, Lyko and Zalando already and will be online at Boozt soon. Additionally, you can purchase our entire range online through our website. Keep an eye on our social media and website for specific retailer announcements and launch events. We believe this launch will help us further our mission to change the industry by providing clean skincare options to even more families.