Natural and organic Peter Rabbit baby care products are coming to Europe as concern over the impact of certain synthetic chemicals on children's health grows.
The European natural and organics market is worth an estimated $4.6bn and is growing at around 7 per cent with Germany leading the way, according to market research firm Organic Monitor.
As concern over certain synthetic ingredients mounts, a range of Soil Association certified Peter Rabbit toiletries for babies has been developed with 90 per cent organic content.
Spokesperson Ken Wells told CosmeticsDesign that baby's scalps are incredibly thin which means that they absorb more of the chemicals present in hair care products than adults.
He said conventional baby shampoos often contain ingredients like the surfactants sodium lauryl sulphate and sodium laureth sulphate, which have been linked to the development of allergies including asthma.
The presence of excessive levels of salt, which is used as a thickening agent in many products, also poses a health risk, added Wells.
The Peter Rabbit range, which includes massage oil, hair and body wash, baby lotion and barrier cream, is already sold in Australia and is soon to arrive on European shelves.
In the UK the Waitrose and Sainsbury's supermarkets are planning to stock the products and there has also been significant interest in North America.