There seems to be an unwritten rule that the moment you bring a tiny, innocent human into the world, you start scrutinizing everything in your surrounding environs. Items that once passed muster for you without a second thought are suddenly the worst possible idea for your baby.
One of the first areas to go under the microscope is usually personal care products — after all, they go directly on our skin. And while we'll always have a soft spot for drugstore beauty, there's something a bit more reassuring about shopping small in this department.
For one, independently owned brands have a greater tendency to err on the side of natural and organic, and there's a whole lot of thought and care behind what's put into their products. Plus, there's the sense of discovery and support for the underdogs that can't be beat.
We dug deep to find 12 indie baby beauty brands that should be on every mom's radar; click through to see them all.