Winner:JOINT GOLD - Best Baby Toiletries Collection
Who:Little B by Bramley

What:Little B Collection
Why:
Little B has set about bottling the joy of countryside playtime and we think they’ve succeeded! The JDA panel loved the fresh yet gentle smell of the 100% naturally derived ingredients and pure essential oils that go into these products and agreed that the textures and formulations were perfect for delicate skin. The whimsical illustrations on the packaging added to the appeal and judges felt these products would make excellent gifts as well as everyday bathroom essentials.
"A beautifully gentle and considered baby toiletries collection with a very natural, British sensibility. Little B feels thoughtfully designed for modern family life, combining practical everyday products with a calm, premium aesthetic that sits beautifully in a nursery or family bathroom. It has a lovely sense of softness and understated luxury and my toddler adores the bubbles."
"A quietly iconic children's skincare brand. These are the products I love gifting to new mothers. And still the most straightforward and streamlined refill system on the market, in my opinion."
"From the scent to the feeling - we love this range."
"One of the only ever products I used on my babies and daughter’s hair. I love the concept and the sweet traditional characters on the bottles. Smell delicious and natural scents. Really gentle and children focused as well as being elevated."
"I really like Bramley, the scents are lovely and the look and feel of the brand is very sweet."
Winner:JOINT GOLD - Best Baby Toiletries Collection
Who:Elm Lab Skincare
What:Elm Lab Baby Bundle
Why:
The JDA panel was intrigued and impressed by this family founded brand that harvests surplus colostrum from its own dairy farm to make small batch skincare that is rich in naturally occurring proteins and peptides that help support hydration and skin barrier function in highly sensitive and dry skin. Our judges felt this brand really stood out with its elevated packaging and clear messaging, offering parents a naturally derived solution for children with sensitive skin issues.
"This skincare was born from two parents searching for a way to soothe their son’s eczema and they found the secret ingredient on their own dairy farm! A great new brand with an inspiring story and the formulations feel rich and nurturing."
"There’s no denying that these products are pricey, but parents swear by the healing properties of Elm Lab’s Baby Wash and Baby Lotion - especially when it comes to treating eczema. Nutrient-rich bovine colostrum is the core ingredient, and for anyone wanting to try a more natural formulation before using steroid creams, it’s worth investing in this bundle. Formulated with children in mind, they’re just as effective for adults - and are safe for pregnant or breast-feeding mothers, too."
"Love the packaging - really standouts from the competition and the body wash is gorgeous."
"Beautiful product and innovation…"
"Definitely original and something new to the market A striking design and a new concept for a product that would be useful."
Winner:JOINT SILVER - Best Baby Toiletries Collection
Who:Kit & Kin
What:Baby Skincare Range
Why:
Many of our judges were already familiar with Kit & Kin’s Baby Skincare Range, a Certified Natural collection, spanning bubble bath, hair & body wash and the brand’s much-loved magic salve. The panel was impressed by the naturally derived, dermatologically tested formulas that are hypoallergenic and suitable for sensitive skin. The fresh and contemporary packaging, which is recyclable, also scored well with the judges.
"A thoughtful and sustainable skincare range that supports everyday family life beautifully."
"I’ve used it on my daughter’s eczema-prone skin and it felt gentle, considered and easy. The collection has strong parent-friendly functionality, while still feeling natural, accessible and lovely enough to gift."
"I know from experience that the products in this range leave skin feeling soft and comforted - and they absorb quickly, a welcome quality when dressing a freshly bathed baby."
"I’ve used Kit & Kin on my children and they loved the whole range."
"Love the design and the nature forward formulas."
"I would happily use anything from Kit & Kin for my little one!"
Winner:JOINT SILVER - Best Baby Toiletries Collection
Who:Love Boo
What:No More Knots Detangling Spray
Why:
Our judges loved this fresh new look for Love Boo and could see that their No More Knots Detangling Spray was an excellent way of managing one of parenting’s biggest stress triggers: painful hair brushing. The panel felt the sweet packaging, and soothing fragrance would help take the heat out of knotty situations and loved the fact that this product can be used on wet or dry hair, helping brushes and combs glide through.
"Love Boo feels sweet, gentle and very giftable, with a soft baby-care feel that parents would instantly understand. The ‘No More Knots’ is a lovely practical hero, and the spray bottle feels reassuringly sturdy and well-made and designed to cope with real (sometimes chaotic!) family life."
"This really works, and I love that you can use it on dry hair as well as wet. It has a clean, comforting scent and doesn’t weigh down wispy hair."
"I love the simplicity and functionality of Love Boo. Smells yummy too."
"Very cute and elevated design. Love the colours and scent. Works really well too."
"Well designed and it looks very easy to use - I can imagine a child being able to use this, too!"
