Who are we
We are Naïf, your trusty sidekick in the wild adventure of parenthood! We’re a Dutch kids and babycare brand that believes quality and safety are the backbone of skincare for your little ones. Naïf was born when two dads, Jochem and Sjoerd, faced the not-so-glamorous struggle of finding gentle yet effective products for their own kids. Tired of the skincare guessing game, they rolled up their sleeves and created a brand parents could trust without a second thought. Without worries.
Our mission
At Naïf, we’re here to help all families take good care without worries. We’re more than just a clean skincare brand; we’re your village, your go-to resource, and your partner in this rollercoaster ride called parenting. And most of all, we celebrate naivety — the joy of trusting and embracing simplicity when choosing products for your little ones.
Our commitment
Our commitment goes beyond skincare; it’s about sustainability, ethics, and transparency. We want to empower you to care for your kids worry-free, making positive choices for your family and the planet. From squeaky-clean wash gels and tear-free shampoos to plastic-free baby wipes and mild body lotions, Naïf has you covered. We’re dedicated to ensuring that caring for your little ones doesn’t come at the expense of the planet.
Read more about our B-corp score
Transparency
Parenthood isn’t picture-perfect, and neither are we. We are committed to transparency. While we strive to minimise our environmental impact and use the best ingredients, we acknowledge that we’re not flawless. When we stumble, we promise to be honest and upfront about it, because we believe that’s how trust is built.
And we want to keep it real. We get it — between the sleepless nights and the endless laundry, a little humour can go a long way. So, let’s also embrace the chaos together, knowing that while parenting might be a rollercoaster, we’ve got your back. Because we believe a little support (and a good laugh) can make all the difference.
