As a parent, I experienced the anxiety of sleepless nights, tears, and helplessness when my tiny baby suffered from atopic dermatitis. His incessantly itchiness, fiery-red skin tugged at my heart, propelling resulting in me visiting numerous doctor and having to use steroid creams that offered only fleeting relief.
Delving into medical research unveiled eczema's core issue – dehydrated and broken skin cells. I recognised that clothing played a vital role in maintaining the optimum conditions for a baby’s skin.
Despite exploring options from mass-produced to niche brands, I found a glaring void in the UK, EU, and US markets: a babywear solution that encompassed lightweight, hypoallergenic properties, seamlessness, breathability and sustainability. My eureka moment came in the Middle East, where I discovered the perfect babywear, transforming my baby's skin and happiness.