Pipette

Baby & Toddler

Pipette sells fragrance-free baby skin, hair and sun care plus a small maternity line. Everything is priced in the mid-range (USD 8-24 for a 5-12 oz bottle) and sold DTC through pipettebaby.com, Amazon and a limited Target store footprint. The brand’s hook is “clean clinical”: formulas are EWG Verified, pediatrician- and dermatologist-tested, and built around renewable sugar-cane-derived squalane to mimic babies’ natural moisture. Best-sellers include the Baby Lotion, Mineral Sunscreen SPF 50 and the instant-sell-out Belly Butter for expecting parents. Customers are millennial and Gen-Z parents who read ingredient labels, follow EWG or Think Dirty ratings, and want plant-based but science-backed care that is cruelty-free and carbon-neutral shipped. The minimalist pastel packaging photographs well for social media, reinforcing a modern, eco-conscious nursery aesthetic. Pipette competes in the crowded “clean baby” segment against legacy pharmacy brands repositioning as gentle and niche indie lines touting vegan formulas. It differentiates by pairing clinically proven actives with third-party safety certification, carbon-neutral operations and sub-$25 price points—delivering prestige-level standards without boutique mark-ups.

Clean science that actually works for your baby's skin

• Vegan
• Cruelty-free