Elise Bogatz has spent much of her 25-year career behind the scenes in product development, helping to launch skin care and makeup for such celebrities as Mary-Kate Olsen and Ashley Fuller Olsen, and brands including Hard Candy and Burt’s Bees.
When the opportunity to expand a fan-favorite skin-care line into a whole new category came up, Bogatz was more than up for the challenge. Enter Earth to Skin, the private-label skin-care brand Walmart first launched in 2019—and which Bogatz later purchased with partner and industry vet Brad Cebula. The affordable clean skin-care brand, which Bogatz helped inspire from the start, debuted with four collections: Super Fruits, Super Greens, Tea Time and Honey.
The duo decided the brand’s next chapter was to expand into baby care. Bogatz knew what she wanted the collection to deliver: thoughtfully selected ingredients, clean formulas designed with sensitive skin in mind, a luxurious look and feel and accessible price points. Bogatz spent several years overseeing the product development process, refining the collection to make sure it ticked all of these boxes.
“After years of developing skin-care products designed to support healthy skin, expanding into baby care felt like a natural next step,” says Bogatz, who remains the president and co-owner. “I wanted to take everything I’ve learned about developing gentle, effective skin care and apply it to the most delicate skin of all. Parents shouldn’t have to choose between products that are gentle enough for their babies and products that actually work.”
And now, they don’t. Bogatz and her team have rolled out seven baby-care products, including three that have earned the National Eczema Association Seal of Acceptance: Healing Hero Multipurpose Balm ($20), Bouncy Butter Baby Lotion ($17) and Squeaky Clean 2-in-1 Baby Shampoo + Body Wash in Fragrance-Free ($19). The collection also includes Squeaky Soft Conditioner ($19) in both lavender and a fragrance-free option, Squeaky Clean 2-in-1 Baby Shampoo + Body Wash in Lavender ($19) and Forget Me Knot Leave-In Detangler in Sweet Nectar ($14).
“We wanted to create a comprehensive suite of clean products to meet babies’ skin-care needs from head to toe, and allow caregivers to mix and match based on their preferences,” she says. “While the definition of clean beauty varies from brand to brand, for Earth to Skin it means formulas made without parabens, phthalates, petrolatum, mineral oil, sulfates or gluten—and always cruelty free.”
“Baby skin care is an area where simple, thoughtful formulations really matter. I like that Earth to Skin has focused on gentle, accessible products with ingredients that can help support the skin barrier, while offering families options for different needs and preferences,” says Peter Lio, MD, FAAD, a Clinical Assistant Professor of Dermatology and Pediatrics at Northwestern University Feinberg School of Medicine and founding director of the Chicago Integrative Eczema Center in Chicago, IL. “The Healing Hero Balm and Bouncy Butter Lotion were particular standouts for me, and I think the line is a welcome addition to the baby-care aisle.”
Earth to Skin BabyCare prices range from $14 to $20. All products are available direct-to-consumer on the brand’s website and on Amazon.
