When I started My Baba over a decade ago, I wanted to talk about brands that I loved, and I knew that if people came to My Baba they were getting the very best information. Since then, there have been so many new brands cropping up on a daily basis and although that’s a wonderful thing, it does make it even harder to cut through the mass of information and figure out what it is you really want or need.
I met Emma Bianco from Pure Earth Collection a long time ago and was immediately taken in by her story. What was core to her new company was the belief that babies and children should be nurtured in a natural nontoxic environment. This really struck a chord with me because over the years at My Baba we worked with many brands who have the same belief and want their children to have the very best that we can offer. Although we are all much more eco-conscious these days, sustainability is a word that gets thrown around and I think most people are confused as to its real meaning. When I see natural and non-toxic stamped on children’s clothes, bedding or toys I wonder what it means when you don’t see these words? Chemicals spring to mind.
My mother-in-law has taught my children more than anyone about sustainability, to be mindful of our footprint, and to take care of our earth. We have created this conscious brands’ directory to talk about brands that are paving the way to a more sustainable future when it comes to shopping for the family.
We hope you enjoy.
Pure Earth Collection is a multi-award-winning eco children’s brand founded by Emma Bianco through her love of babies, the planet and all things natural.
Pure Earth Collection makes natural, non-toxic and biodegradable children’s products using plants, not plastics. Core to their company ethos is keeping children safe and protecting their future by looking after both their health and that of our beautiful planet, so they’re really strict about what materials they use; right down to the labels, stitching and packaging.
Everything is made sustainably in family-run, highly ethical factories with no nasty chemicals and no unnecessary plastics in their products, supply chains or distribution. They’re passionate about helping parents to find the purest, safest and least toxic products for their kids so they helped us put together this conscious brands directory. The products recommended here have all been pre-vetted by ourselves or Emma, many of which she used personally for her children, which, given how strict she is about non-toxic living, will hopefully give you some confidence that they’re the safest and most sustainable products around!
All Things Dylan is a London-based kidswear brand that curates stylish, comfortable, and age-appropriate clothing from independent, women-owned, and international labels. Founded in 2021 by a passionate parent, the brand focuses on quality and creativity, offering a unique collection that reflects the vibrant spirit of childhood while subtly hinting at nostalgia. Each carefully selected piece combines practicality with style, ensuring kids can express themselves while feeling comfortable. Committed to sustainability, All Things Dylan prioritises eco-friendly materials and ethical practices, making it a favourite among parents who value quality and responsibility in their children’s fashion.
Annaliv is a unique children’s clothing brand inspired by Scandinavian heritage and traditions. Offering beautifully crafted, ethically made garments, Annaliv combines timeless designs with sustainable practices. Their collections feature organic cotton, hand-stitched details, and traditional prints, making each piece a blend of modern style and classic Nordic charm. With a commitment to quality and sustainability, Annaliv creates clothing that is not only stylish but also made to last, ensuring that each item can be cherished and passed down through generations.
Bebekish is dedicated to creating organic baby clothing that combines softness, style, and sustainability. Their collection features thoughtfully designed garments made from 100% organic cotton, ensuring that each piece is gentle on a baby’s delicate skin and kind to the environment.
With a focus on comfort and quality, Bebekish offers a range of essentials, from cosy bodysuits to adorable sleepwear, all crafted with the highest standards of care. Ideal for eco-conscious parents, Bebekish provides beautiful, durable, and safe clothing options for the littlest members of your family.
Frugi is a beloved children’s clothing brand that champions organic, sustainable fashion. Known for their bright, playful designs and commitment to the environment, Frugi creates clothing that is not only fun for kids to wear but also kind to the planet. Their range includes everything from baby essentials to durable outerwear, all made from ethically sourced organic cotton and recycled materials. Frugi’s dedication to quality, comfort, and sustainability makes them a favorite among eco-conscious parents.
Borne is a pioneering medical research charity dedicated to preventing premature birth. Founded by Professor Mark Johnson, Borne focuses on funding groundbreaking research to understand the causes of preterm birth, which is the leading cause of neonatal death and disability worldwide. By bringing together experts in obstetrics, pediatrics, and reproductive health, Borne aims to develop innovative treatments and interventions that can reduce the number of babies born too soon. Through their work, Borne is committed to giving every baby the best possible start in life, ensuring healthier futures for children and families around the globe.
Lunilou is a brand committed to providing eco-friendly and sustainable clothing and accessories for children and adults. Specialising in organic materials, Lunilou offers a range of products that are both stylish and gentle on the skin, from baby bodysuits to comfortable loungewear. Their focus on sustainability extends beyond just fabric choices, embracing ethical production practices and a minimalist design philosophy. Perfect for those who value both quality and the environment, Lunilou ensures that each piece is made with care, combining natural comfort with timeless style.
Getting dressed should be easy – Magnetic Me’s magnetic closures create less hassle dressing and more time for doing the things you love. It’s a simple formula: stylish prints, super-soft, eco-friendly materials that are gentle on sensitive skin. Magnetic Me’s SewSafe™ smart magnetic closures connect quickly and quietly. Their magnet-enhanced collections span multiple generations, from newborns to grandparents and cater to different needs like fuss-free dressing for babies, self-dressing for children, easier nursing, and independence for those with limited mobility.
Newbie is a charming children’s clothing brand that embraces a blend of timeless Scandinavian design with a focus on sustainability. Offering a range of beautifully crafted garments for babies and young children, Newbie ensures that each piece is made with care, using organic and recycled materials. Their collections are characterised by soft, neutral tones and playful prints, making them perfect for both everyday wear and special occasions. Committed to the environment, Newbie provides eco-conscious parents with stylish, high-quality clothing that is gentle on the planet and perfect for little ones.
Omibia is a luxury children’s clothing brand that prioritises sustainability and ethical production. With a focus on using organic and natural materials, Omibia creates beautifully crafted garments that are gentle on both the environment and children’s delicate skin. Each piece is designed with timeless style and comfort in mind, ensuring that the clothing is not only fashionable but also practical for everyday wear. Committed to conscious living, Omibia is dedicated to offering parents high-quality, eco-friendly options that support a more sustainable future.
Pure Earth Collection is a brand dedicated to creating organic and eco-friendly clothing for babies and children. With a focus on sustainability, their products are made from natural, non-toxic materials that are gentle on delicate skin and the planet. From comfy sleepwear to everyday essentials, each piece is designed with both comfort and environmental consciousness in mind. Pure Earth Collection is perfect for parents who want the best for their children while also caring for the Earth.
Smalls Merino is now certified ULTRAFINE by The Woolmark Company, having been tested against the strictest quality standards. It measures finer than 17.5 micron (a human hair is 60!). Smalls Merino also tested an impressive 99.5 percent for wool comfort on the skin. Research has shown that wearing ultra-fine Merino wool significantly improves the severity and symptoms of Eczema, debunking the myth that wool can be itchy on the skin.
Non-toxic crayons made from soy and other vegetable waxes, limestone and powdered pigments. Worry-free creativity!
Beautifully designed toys and accessories made from natural, sustainable and non-toxic rubber and rubberwood. As well as toys they make lovely all natural rubber pacifiers, glass feeding bottles with rubber teats and rubber bath mats (which are rare to find in a natural form!).
These Donna Wilson’s signature colourful teethers & bath toys are made one by one with 100% natural rubber, and painted with natural pigments, making them sustainable and completely safe for little ones. I attach our press release with all the details!
Beautifully crafted sustainable toys made from rubberwood. A large selection in all shapes and sizes. And importantly they use non-toxic paint and formaldehyde free glue.
Eco toys made from 100% natural and organic fabrics inside and out. They don’t contain any polyester so they won’t shed micro-plastics into your home, air or waterways.
Wonderbly is a company with a mission to create meaningful, personalized books that make readers feel seen, represented, and loved—values that have earned it B Corp certification for its commitment to social and environmental responsibility.
Their personalization goes beyond simply adding a name or face to the cover; it’s thoughtfully integrated throughout every page and detail, making each Wonderbly book truly one-of-a-kind.
With a focus on sustainability, Wonderbly uses non-toxic inks and glue, and by printing books on demand, they minimize waste, ensuring that each book is created with care for a shared, environmentally conscious future.
The world of preloved clothes for kids is a revolution set to change the way we shop forever. It’s not just the independent businesses embracing the kidswear recommerce market, the bigger retailers are starting to sit up and take notice too. Here are our recommendations for the best preloved, second hand and rental kidswear services for kids.
Bamboo swaddles which use safe and conscious dyes.
Soft and breathable organic sleep sheets for natural comfort and visually pleasing.
Natural mattresses that are free from synthetics and with no fire retardant chemicals.
All the ingredients that go into every Naturalmat product are 100% natural and from a sustainable resource that is harvested according to Fair Trade principles. At the end of their life, all of Naturalmat Baby’s materials are 100% biodegradable, so they will return to nature as nature intended.
The ultimate sleep solutions made from 100% natural fabrics for a safer and better nights sleep. Browse organic sleeping bags, portable blackout blinds, cotton comforters and bamboo baby blankets.
Bebekish’s generous-sized muslin swaddles and blankets are amazingly soft and breathable, and their range of natural bamboo muslin blankets are soft and lightweight, and are made to keep your little one cosy and comfy all night.
These anti-allergic and anti-bacterial muslins can be used even when your babies have grown up, as super comfy blankets or beach towels.
Easy to apply and long-lasting natural sun cream for littles and adults alike. They also make a great organic tooth paste for babies, and have a lovely natural skincare range.
Totally biodegradable nappies and wipes which actually work! Finally! As well as natural bath and skincare products.
Luxurious and totally natural skincare, with eco conscious packaging and 10% of profits towards helping our coral reefs and oceans.
Plant based freezer meals prepared by chefs. Packaged in paper trays and recyclable packaging. The perfect solution for time pressed health conscious parents who love their food!
Stylish bamboo dinnerware for babies and kids. Non-toxic, eco-friendly and dishwasher safe. Hurrahh!! Based in the Australia (like so many of the best eco brands!) but available on Amazon in the UK.
One bottle, multiple lids to create a baby bottle, sippy cup, food containers and more. Safe and non-toxic food-grade stainless steel and silicone.
Shop from a range of food, supplements, personal care, cookbooks, and much more. All products recommended by nutritionist, Lucinda Miller.
The superhero of household cleaning products. Including washing up liquid, anti-bac sprays, laundry detergents and hand wash. Kind to the planet and to us.
Baby-friendly cleaning products that contain no harsh chemicals or skin-irritating ingredients to take the worry out of everyday cleaning.
Turn everyday adventures into exciting language-learning moments with the Dex Camera. Designed for children aged 3 to 8, this innovative camera recognises everyday objects and transforms them into fun, interactive language lessons. Supporting 16 languages and 30+ dialects, Dex encourages curiosity, confidence and real-world exploration through play. Plus, My Baba readers can enjoy an exclusive 10% off with the code 10BABA at checkout.
My Baba Measure / 14 October, 2026
Christmas Gifting / 14 October, 2026
