Extracts are common in cosmetic products like baby wipes and often carry serene sounding labels like “Japanese Soybean Amino Acid”. We like to make sure our customers are not hoodwinked by such names. If a product uses extracts then it is important to check if it is 100% pure or whether it contains other chemicals. A check on google can reveal some interesting secrets. Take this as an example of what comes up when searching for soybean amino acid:

https://www.makingcosmetics.com/Amino-Acid-Complex-with-Soybean-Protein_p_1273.html

As you can see, despite its clean sounding name, the list of INCI names (chemical components names) shows there is phenoxyethanol, sodium benzoate and potassium sorbate. These 3 chemicals are preservatives that we try our best to avoid as they can be irritating to baby skin.

Joonya baby wipes are about to be registered as a cosmetic product in the EU market. The EU cosmetics regulations are widely considered the gold standard in regulations and provide a sign that the product is indeed what it says it is. Names like “Japanese Soybean Amino Acid” could never make it on to the label of a cosmetic product registered in the EU, as this name is not recognized as a true ingredient. They would want to see all the constituent chemical names, and the game of secrets would be finished.

The world of ingredients in cosmetics is largely a game of trust. EU registration and other certifications can help provide assurance, but you also need to trust the brand and the people behind it. At Joonya, we designed our brand with trust and transparency at the core of our mission. As parents with babies who suffered from frequent rash, we know how important it is to use the right ingredients on our most precious objects in the world – our babies!