Little innocents makes natural products which are effective at the same time. The sunscreen is great because it is zinc oxide based but does not leave you looking white and pasty and it is not oily like some other zinc oxide based products. I used it on my son all summer and he didn't get sunburnt once. My son loves the toothpaste as well because the mint flavour makes him feel he is using a grown up paste. The new formula for the body wash and shampoo is much easier to use and gentle cleans my son's hair and scalp. Last but not least, the brand looks after its customers and delivers exceptional customer service.