It all begins with Purity


Mom’s – we’ve taken note of your needs and decided to redesign our packaging. You have told us that when it comes to baby toiletries, you are looking for convenience and practicality. Bath time can be a wriggly experience as you know, and you need products that are sturdy in the hand, can be opened and closed with one hand, not easily knocked over and have an oval base to fit on the side on the bath. But your baby’s toiletries must still look attractive.

Therefore, Purity & Elizabeth Anne’s have introduced a full packaging upgrade with ergonomically designed bottles and caps and a beautiful design that you can be proud to display in your baby’s nursery.

It’s important to note that whilst the outside may look a little different, we’ve kept the same trusted product inside with our unique fragrance that leaves your little one smelling like a baby should.

What products are safe to use on baby in the first month?

A very mild product, which will not irritate baby’s skin, is essential. We recommend:
Purity & Elizabeth Anne’s Sensitive Baby Fragrance Free Aqueous Cream is a wonderful moisturiser.
Purity & Elizabeth Anne’s Special Baby Shampoo contains lanolin, which cleanses very gently and can be used as an all over body wash.

Do not use adult soaps on baby as these products contain ingredients that are too harsh for baby’s skin.
Purity & Elizabeth Anne’s Baby Soap has been dermatologically tested and does not irritate baby’s skin.

Are Purity & Elizabeth Anne’s products tested on animals?

No, but all Purity & Elizabeth Anne’s products are dermatologically tested – these tests are done both chemically in the laboratory and on healthy adult volunteers. The products are placed on the skin and left for much longer (48 hours) than normal to test for irritation levels. This is a very refined and reliable method to test skin products.

What is & how do I prevent nappy rash?

Nappy rash is a general term used to describe a rash in the nappy area caused by contact with urine or faeces that is trapped inside the nappy. First the skin is irritated, then becomes inflamed and even infected by fungi or bacteria. This happens because urine lowers the pH and affects the skin’s natural barrier action, while enzymes in the faeces cause damage to the skin.


You need to protect and moisturize your baby’s skin after bathing and then apply a barrier cream/lotion to the buttocks and sensitive skin, which would come into contact with wetness. A product such as Purity & Elizabeth Anne’s Nappy Rash Cream  or  Purity & Elizabeth Anne’s Baby Perfumed Jelly, which are specially formulated to protect the area where the wet nappy comes into contact with baby’s skin, is ideal.

My family has a history of allergies and eczema. How can I be sure the baby products I use won’t sensitise my baby’s skin and cause allergies?

Firstly, only buy baby products from a reputable company. 
Purity & Elizabeth Anne’s products ensure that their products do not contain the most common listed allergens (a chemical known/shown to irritate the skin). This is important as irritation and sensitisation early in life can lead to allergies later in the 2-5 year old. All Purity & Elizabeth Anne’s products are mild and gentle and are reviewed by our Medical team including a specialist Dermatologist and Paediatrician to ensure the absolute safety of our products. After reviewing the dermatological tests and the criteria that the product must meet, the specialists approve the product for use and these products carry the endorsement “Consultant Paediatrician and Dermatologist approved”

My baby has some dry spots on his face. What should I do?

It is important to moisturize these areas immediately after washing/bathing. Instead of drying baby’s skin; apply the chosen moisturiser for example, an Aqueous Cream, to the wet skin (avoid the eyes, even the most sensitive moisturiser can sting!).


This may help but don’t worry too much as these dry spots are very common and generally disappear normally by the age of 3 months. However if these areas become more inflamed at any time, it may be eczema – in which case a dermatologist must be contacted.


When using a baby wet wipe, to clean baby’s face, choose a wipe that does not contain alcohol as this dries the skin and can aggravate these spots.

What is the difference between baby powder and cornstarch powder?

Cornstarch is a slightly larger molecule, which means that when one applies it to baby’s skin it ‘sticks’ better and is more absorbent than pure talc. Powder is made from a purified mineral called talc and has many applications in water-resistant paints and paper products; it is safe for human external use as a cosmetic powder used to reduce friction.
The danger of baby powders and cornstarch powders lie in breathing in the particles, so do keep powder away from baby’s face, eyes and nose.


Powders whether made from baby powder or cornstarch powder help to protect babies’ skin and reduce the irritation caused by rubbing of baby’s clothes against the skin.
Please never coat baby with powder before going to the clinic or doctor, as this makes is difficult for the doctor to see or smell, which are important senses used when diagnosing baby’s problem.

Do you have any practical advice on managing my baby’s eczema? I am using a cortisone cream sparingly.

Yes here are some general measures to manage childhood eczema:

  1. Moisturizing creams, ointments such as Purity & Elizabeth Anne’s Fragrance Free Aqueous Cream can be used in between the cortisone cream applications. Apply 6 hourly and within 3 minutes after bathing.
  2. Avoid overheating baby and external irritants such as fragranced products that are not dermatologically tested.
  3. Keep the skin covered with clothing as this may reduce exposure to irritants and trauma from scratching
  4. Avoid skin care products that can cause irritation e.g. soaps
  5. Avoid wool clothing – cotton is preferable
  6. Bath baby regularly, once daily for several minutes in warm (not hot) water, using a moisturiser immediately
Use moisturising products made by reputable companies that are declared to be dermatologically tested and non-irritant 
8. There are now non-cortisone based medication as well; consult your dermatologist.

What causes chafing and how can I prevent it?

Chafing is a result of friction and often happens to babies who have fat folds. To minimize the friction, apply  Purity & Elizabeth Anne’s  Baby Powder or  Purity & Elizabeth Anne’s Baby Cornstarch Powder over chaffed area.

What is hormonal rash and how do I treat it?

Hormonal rash, which looks like teenage acne, is caused by your baby’s withdrawal from your hormones after birth. It is not a serious condition and will clear quickly on its own without any treatment. It is normally present at 4 – 12 weeks on baby’s cheek and chest areas.

What are milk spots and can I prevent them?

Newborns often develop small white spots (milia) on their faces because their sweat glands are immature. This is not a serious condition as these spots do not bother your baby and will disappear after a while on their own accord.

What is heat rash and how can I prevent it?

Babies develop heat rashes when they are overdressed and become too hot. To treat this rash, remove your baby’s clothing so that he cools down. To prevent heat rash ensure that your baby is appropriately dressed for the weather. Remember over heating is as dangerous as freezing.