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Loving Naturals

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Loving Naturals

Loving Naturals is a family-owned, family-operated, and family-friendly company. Parents want only the best for their newborns, and all moms and dads face the same challenges in selecting the safest products for their little ones. The skin is the largest organ and it absorbs 60% of the products used topically.  The smaller the child the larger the surface area. As new parents in 2005, our founders, Diana and Harley Hinton went on a quest to transform their lives to adjust to their newborn’s needs.  They adopted an organic-only diet, used cloth diapering, naturally treated their colds and flus, and relied on natural cleaning products.  Choosing natural skin care products was important to the Hinton’s, as they discovered that many of the so-called "natural” products on the market contained harmful ingredients and dangerous preservatives.  They found that companies disguised toxic chemicals under “fragrance” or omitted key ingredients from the long lists of unknown and unpronounceable ingredients. This prompted the young couple to take their children’s wellbeing into their own hands and start Loving Naturals out of their home.  Ten years later, Loving Naturals sunscreens, balms, and oils have reached nearly every corner of the globe with our special promise to you. We have researched each and every ingredient, combined only the purest natural or organic ingredients available, and we always disclose each and every ingredient to you. Loving Naturals promises to deliver only the safest and most natural products to your door and provide you with a product you can trust. We hope you love our products as much as we do!

When you buy a Loving Naturals product, you can expect the scent and texture of the best nature has to offer. Whether you're using our Lip Balms or Sunscreens, we want you to have a positive experience every time. That's why we take every step to keep our products fresh and useful for as long as possible. Sometimes we use synthetics to bolster those products' natural components. On average, our products are 99% natural; over half are 100% natural. How can you tell? But we know what you're thinking: "99% natural? Why not 100% natural? What's the last 1%?" We get asked that a lot. Preservation of natural formulas is challenging and we’ve found that natural preservatives simply aren’t effective in some formulas. To ensure the safety, efficacy, and aesthetic of our formulas, we use the synthetic preservative phenoxyethanol at 1% or below in some of our water-containing products. We chose it because it is a non-paraben, non-formaldehyde-releasing preservative and is used broadly in natural personal care products.   Yet we know we can do more. And in our pursuit of being 100% natural 100% of the time, we're always looking for natural preservatives that will work as well, or better, than their synthetic counterparts.  


We are committed to offering safe and natural products. You can be assured, we will earnestly research every ingredient we use, use the most safe, natural and organic ingredients available and always disclose every single ingredient. Our products never contain solvents, sulfates, synthetic fragrances, parabens, phthalates or petrochemicals.

We are committed to earth friendly practices that minimize waste in the manufacturing, packing and shipping processes. As part of this commitment we also are a cruelty free company and never test our products on animals.

We are committed to our customers satisfaction. If you are ever dissatisfied with a product, please let us know. We are happy and willing to assist you, whether it be more information or a replacement, refund or exchange at no additional cost to you!

Loving Naturals Achieves Highest Safety Rating on EWG's 2017 Sunscreen Guide

For the 8th consecutive year, Loving Naturals™ and Adorable Baby™ by Loving Naturals has been awarded the highest rating, and earned the coveted seal of approval for their Sunscreen and other sun protection products.A safe, effective sunscreen is an important…


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