The purpose of Earth Friendly Baby is to create high quality, natural products that are healthy for babies, their friends and the planet - available at a price that everyone can afford. Earth Friendly Baby is committed to developing and growing a company that is, profitable and successful, but environmentally and socially responsible as well. Earth Friendly Baby advocates policies which serve to make this a better world for babies and their friends.

Earth Friendly Baby do not use artificial colouring or synthetic fragrances. They do not contain any parabens or sodium lauryl/laureth sulphate. None of the Earth Friendly Baby products are tested on animals, and all products are suitable for vegetarians.