Britain’s leading department store, John Lewis, has just announced a new addition to its babycare family with the launch of one of South Africa’s most trusted organic personal care brands, Pure Beginnings.

This eco and vegan friendly skincare range comprises five pH-balanced products that are manufactured to organic standards without the use of petrochemicals, parabens, synthetic fragrances, colourants and sulphated surfactants to care for little ones sensitive skin.

Endorsed by Beauty Without Cruelty South Africa, Pure Beginnings Baby and Children’s products combine certified organic and native fair trade African ingredients that have been ethically sourced from Fair Trade Initiatives in Sub-Saharan Africa, with traditional herb botanicals. The products are also accredited by Phytotrade Africa¹, a non-profit trade association whose purpose is to alleviate poverty and protect biodiversity in the region by developing an industry that is not only economically successful but also ethical and sustainable.

The Pure Beginnings product range comprises:

Baby Bum Cream with Baobab – £10.15/125ml – an effective daily barrier cream with natural anti-fungal, anti-bacterial and anti-viral properties. Made with baobab fruit extract² and tea tree leaf oil, it can be used to treat nappy rash³, relieve sores, stings and bites, and is also ideal for anyone suffering from eczema or sensitive skin conditions.

Baby Wash & Shampoo with Baobab- £8.15/200ml – a rosemary and geranium scented all-in-one baby wash and shampoo with baobab fruit extract, that is effective on cradle cap.

Baby Body Lotion with Baobab- £10.15/200ml – mildly scented with rosemary and lavender, and featuring anti-oxidant rich baobab fruit extract as well as skin-nourishing shea butter, this lotion will hydrate baby’s skin leaving it feeling silky smooth.

Bubble Bath – £7.50/250ml – created for children of all ages, this SLS-free citrus and ylang ylang scented bubble bath will help make children’s bath-time fun rather than a chore.

Berry Toothpaste – £3.60/75ml – designed for children of all ages and suitable for teething babies, this safe-to-swallow toothpaste is free from SLS and fluoride, and has a fantastic natural raspberry flavour to help encourage kids to brush their teeth regularly. It contains xylitol, which has been endorsed by dental associations worldwide for its ability to inhibit the growth of bacteria that cause tooth decay.

Pure Beginnings can be found in most John Lewis department stores and online at johnlewis.com. For information, see www.purebeginnings.eu or call 020 7602 2249.