Recommended by pediatricians & dermatologists. Designed for new kid's skin. Kids' skin is still developing and needs special care. It's designed to be gentler than adult products and cleanses without stripping natural oils to keep skin healthy clean feeling moisturized and smelling fresh. Formulated without parabens phthalates sulfates dyes & phenoxyethanol. Clinically shown to be as gentle on sensitive skin as fragrance-free products. Scan to explore more about the Aveeno Kids line designed for your superhero! Questions? Made in Canada.