TruKid started when CEO Jennifer Adams found her children playfully applying her wrinkle cream. She realized she hadn’t found anything suitable on the market for her children’s young skin. She decided to launch her own skincare line and along the way found out about all of the awful things found in mainstream lines. Parabens, Phthalates, avobenzone and oxybenzone (both found in sunscreen), just to name a few, were found to potentially cause cancer, birth defects and neuro-damage. Jennifer decided that her products were going to be a safer alternative using natural fragrances made from essential oils and ingredients that are better for tender skin.

Click here for a Cheat Sheet of ingredients to avoid

when purchasing personal care products.