2020’s Mama & Baby Award winners

Click here to see the complete list of winners.

‘The demand for natural beauty, baby and household products is accelerating, with more parents intentionally switching to cleaner and greener products – and in turn, we’re seeing a significant increase in plant-based, organic-certified product launches to satisfy this demand.

‘The pandemic has put natural and organic products front and centre in parents’ minds. From totally compostable baby wipes to aroma-therapeutic sleep sprays, brands are focusing on innovative ways to provide comfort and peace of mind during this challenging time, reinforcing the fact that there’s never been a more important time for parents to choose natural. Plus, keep a look out for ‘100% home compostable’ zero trace products — an early but important trend.’

FIONA KLONARIDES
Director of the Beauty Shortlist Mama & Baby Awards

The judges

The specialist panel included:

• Katie Hill, co-founder and editorial director of My Green Pod
• Holly Spierings, creative director of Australian natural makeup brand Eye of Horus
• Denise del Russo, New York-based makeup artist and wellness consultant (Marie Claire, Teen Vogue, Essence Magazine)

Natural baby trends

Five trend takeaways from the 2020 Beauty Shortlist Mama & Baby Awards are:

1. Aromatherapy-centric products
Judges saw a significant rise in the number of natural self-care products offering functional benefits through aromatherapy. Stand-outs like pillow mists and room sprays promoted healthy sleep while offering comfort and peace of mind.

2. Dual parent and baby products
Bathing together provides welcome bonding time for both mother and baby. And for 2020, many new products focused on making the most out of this cherishable ‘us-time’. Dual ‘mum-and-baby/2-in-1’ shampoo and body washes rose to the challenge of providing a relaxing and gentle eco-inspired experience.

3. All-in-one balms
Nature’s medicine cabinet has long been a go-to for parents who need something gentle but effective to treat life’s minor irritations. This year’s entries saw a record number of multipurpose everyday balms with multiple benefits, designed to ease everything from skin conditions to minor scrapes and stings.

4. Clean cleaners
Right now, making home a safe haven is a priority for parents – starting with non-allergenic and non-toxic green cleaning essentials to keep every room in the house germ-free.

5. Planet-friendly packaging
Brands are increasingly implementing innovative solutions to the problem of waste that go beyond recycled packaging. Glass was a popular reusable choice, communicating retro cool. And there was a marked rise in zero waste artisan soap and shampoo and conditioner bar entries, banishing the need for planet-damaging plastic packaging all together.