A first-time mum, I stood in that pharmacy aisle for a long time. Every bottle said "gentle, natural". Being well-known brands, I thought I could trust them.
I was pregnant with my first baby. I picked up one of the most popular baby massage oils on the shelf (the one that EVERYBODY knows - but I'm not here to name and shame) soft packaging, earthy tones, the word "natural" right on the front. I flipped it over. First ingredient: mineral oil, a petroleum derivative. Third: synthetic fragrance. On a product for newborn skin.
I put it back. And I went home and started researching. That is when the idea of NARA began.
Let's talk greenwashing.
The baby skincare industry spends a lot of money on packaging design and soft marketing language. "Pure." "Gentle." "Natural." These words have no legal definition in New Zealand and any brand can use them (I know, shocking right!). The ingredient list is the only thing that tells the truth.
Watch out for these on any baby product:
- Mineral oil (Paraffinum Liquidum) -petroleum-based, sits on skin rather than absorbing, offers no nourishment
- Fragrance / Parfum - a single word that can hide hundreds of undisclosed chemicals, many of them irritants
- Parabens - synthetic preservatives linked to hormone disruption
- PEG compounds -synthetic thickeners with no place near newborn skin
What to look for instead:
- Pure plant-based oils - sweet almond, sunflower, jojoba, apricot kernel
- A short ingredient list - three to five ingredients is a good sign
- No fragrance or parfum - none, ever, on a baby product (BIG No No!)
- Full ingredients listed clearly - if they're not on the website, ask
We created the Organic NARA Baby Massage Oil:
When I made this, the brief was simple: make the oil I couldn't find. Sweet almond oil, sunflower seed oil, calendula & chamomile (a favourite on sensitive skin, and Vitamin E. Four ingredients and every one chosen deliberately. Nothing hidden, nothing unnecessary - safe from birth and gentle enough for daily use.
Because your baby's skin absorbs what you put on it. That's a big deal in our mind!
The Baby Massage Oil -pure, simple, made for your baby
Four ingredients. Nothing hidden. Safe from birth. Free NZ shipping on orders over $80.
Shop Baby Massage OilFAQ's
Is baby massage oil safe for newborns?
Yes — as long as it's free from fragrance, essential oils, and synthetic additives. The NARA Baby Massage Oil is formulated with pure plant oils and is safe from birth. Always do a small patch test on the inner arm first.
How often should I massage my baby?
Daily if your baby enjoys it. Even five minutes before bed is enough to support bonding, digestion, and sleep. Consistency matters more than duration.
What's the difference between baby oil and baby massage oil?
Most commercial baby oils are primarily mineral oil with added fragrance — they sit on top of skin without absorbing. A genuine baby massage oil uses plant-based oils that nourish and absorb into the skin. The difference in quality is significant.
Is the NARA Baby Massage Oil suitable for sensitive or eczema-prone skin?
Yes — the formula is specifically designed for sensitive newborn skin. Sunflower oil in particular is well researched for its benefits for eczema-prone skin. If your baby has a diagnosed skin condition, check with your Plunket nurse before introducing any new product.