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BeautyBody CareWellnessLittle Ones

The New Guard: Modern Alternatives to Johnson & Johnson Classics

Steve McClain

Steve McClain

Co-Founder @ Marmalade

Published on: November 15, 2024
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Those familiar blue and white bottles have been bathroom staples for generations. Yet as consumer priorities shift toward sustainability and clean ingredients, Johnson & Johnson's traditional approach is showing its age. A wave of innovative brands has emerged, offering thoughtful alternatives that align with contemporary values while delivering on performance.
We've explored the landscape of personal care brands challenging the status quo. From sustainable dental floss to revolutionary baby care, these companies are proving that better options exist. Here's our guide to the brands reimagining medicine cabinet classics for a new era.

Kinfield
Daily Dew SPF 35: Where Outdoor Adventure Meets Clean Beauty

Born from founder Nichole Powell's transformative Yosemite trip, Kinfield approaches sun protection with a naturalist's perspective. Their mineral-based Daily Dew SPF 35 offers a fresh take on sunscreen, departing from the chemical-heavy formulas typical of mainstream brands.
The brand's environmental ethos runs deeper than their ingredients list. Their recycling program accepts empties from any brand, while carbon offset initiatives cover everything down to employee commutes. We're intrigued by how they've woven sustainability into their DNA without compromising on the sophisticated texture and finish of their formulations.

Why we like Kinfield

  • 1

    Clean Mineral Formula

    Uses natural mineral UV protection instead of chemical filters

  • 2

    Environmental Leadership

    Comprehensive recycling program and carbon offset initiatives

  • 3

    Adventure-Tested

    Developed and tested for outdoor performance

Connie L.

Connie L.

02/09/24

Layers well under makeup

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Alula
Canvas Heating Pad: Comfort Reimagined for Cancer Patients

Liya Shuster-Bier's personal experience with cancer treatment revealed a gap in the market that generic heating pads couldn't fill. Alula's Canvas Heating Pad addresses the specific comfort needs of cancer patients, with temperature controls calibrated for sensitive skin.
The thoughtfulness extends beyond the physical product. Their digital platform creates a support ecosystem, offering resources and community connections that acknowledge the emotional aspects of cancer care. It's a holistic approach that demonstrates how modern healthcare products can serve both body and spirit.

Why we like Alula

  • 1

    Specialized Design

    Calibrated specifically for cancer patients' needs

  • 2

    Supportive Ecosystem

    Includes digital platform for resources and community

  • 3

    Patient-Informed

    Created from firsthand experience with cancer treatment

Your Fav Hannah

Your Fav Hannah

02/09/24

I carry so much tension in my neck and shoulders- this is a game changer.

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Pipette
Eczema Lotion: When Biotechnology Meets Baby Care

Drawing on parent company Amyris's biotechnology expertise, Pipette represents a scientific evolution in gentle skincare. Their Eczema Lotion showcases how laboratory innovation can actually lead to cleaner, more natural solutions for sensitive skin.
The star ingredient – sugarcane-derived squalane – exemplifies their sophisticated approach to sustainability. Each step of their manufacturing process is documented with remarkable transparency, from energy usage to packaging decisions. This marriage of cutting-edge science and environmental responsibility offers a glimpse of where family skincare is heading.

Why we like Pipette

  • 1

    Biotech Innovation

    Uses advanced science for natural skincare solutions

  • 2

    Sustainable Squalane

    Features sugarcane-derived key ingredient

  • 3

    Manufacturing Transparency

    Complete documentation of production process

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By Humankind
Travel Sets: The Future of Portable Care

By Humankind's Travel Sets represent a wholesale reimagining of personal care essentials. Their refillable containers and plastic-free packaging challenge the disposable mindset that dominates the travel toiletry aisle.
The brand's systematic approach to eliminating single-use plastics has produced a collection that transforms everyday items into lasting investments. Their durable containers and effective formulations suggest a future where quality and sustainability naturally align.

Why we like By Humankind

  • 1

    Zero Waste Design

    Eliminates single-use plastics through refillable systems

  • 2

    Travel-Optimized

    Thoughtfully designed for portable convenience

  • 3

    Lasting Quality

    Durable containers meant for long-term use

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Cocofloss
Apple Cinnamon Dental Floss: Making Dental Care Delightful

Dentist Chrystle Cu and her sister Cat have transformed a daily chore into an anticipated ritual. Their Apple Cinnamon Dental Floss features an expanded weave of recycled polyester that provides superior cleaning while adding an element of sensory pleasure to oral care.
The ingenious use of post-consumer water bottles in their manufacturing process demonstrates how waste materials can be elevated into premium products. This creative approach to sustainability, combined with genuine dental expertise, suggests a path forward for everyday essentials.

Why we like Cocofloss

  • 1

    Sensory Experience

    Adds pleasure to daily dental care routine

  • 2

    Recycled Materials

    Uses post-consumer water bottles in production

  • 3

    Professional Design

    Created by dental experts for superior cleaning

Ioli Baltas

Ioli Baltas

09/17/24

So much better than simple mint flavored floss and the coconut material makes it perfect for getting all gunk out of your teeth

Yoyo

Yoyo

03/04/24

Who gave FLOSS the RIGHT to taste so good? Like, why am I looking forward to flossing? The dentist who invented this gave the people exactly what they wanted. Apple cinnamon, at night? Talk about a sweet treat. <3

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Evereden
Kids Day & Night Duo: Where Pediatric Science Meets Practical Parenting

Evereden's perspective on family skincare is shaped by their unique "Moms in Medicine" development team. Their Kids Day & Night Duo reflects this dual expertise, with formulations that bridge the gap between dermatological science and real-world parenting needs.
Their rigorous approach to ingredients demonstrates how family care products can evolve beyond basic solutions. The sophisticated formulations maintain strict safety standards while incorporating advanced skincare science, elevating the entire category of children's personal care.

Why we like Evereden

  • 1

    Medical Expertise

    Developed by practicing physician-mothers

  • 2

    Scientific Formulation

    Advanced dermatological approach to children's skincare

  • 3

    Safety-First

    Maintains rigorous ingredient standards

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Bite
Whitening Gel: Oral Care's Sustainable Revolution

Bite's approach to teeth whitening strips away everything unnecessary, leaving only what works. Their Whitening Gel delivers professional-grade results while eliminating the excessive packaging and harsh ingredients common to mainstream options.
The company's willingness to reformulate based on emerging environmental data reflects a commitment to continuous improvement. Their transparent approach to sourcing and formulation offers a blueprint for how modern personal care brands can build trust.

Why we like Bite

  • 1

    Minimalist Formula

    Focuses on essential, effective ingredients

  • 2

    Adaptive Innovation

    Continuously improves based on environmental data

  • 3

    Transparent Sourcing

    Clear communication about ingredients and processes

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Frida
Ultimate Baby Kit: Clever Solutions for Real Parenting Challenges

The Frida Ultimate Baby Kit evolved from deep understanding of daily parenting struggles. Each tool in the collection addresses specific challenges that basic baby care products often overlook, with designs that clearly originate from lived experience.
The attention to practical details reveals how much room for improvement exists in traditional baby care. Their innovative approach to common parenting tasks demonstrates the value of questioning conventional solutions.

Why we like Frida

  • 1

    Problem-Solving Design

    Addresses specific parenting challenges

  • 2

    Experience-Based

    Created from real parenting insights

  • 3

    Comprehensive Care

    Complete solution for baby care needs

AJ

AJ

09/17/24

I love Frida Baby products and probably bought all of these seperately. This pack makes it easy to gift all at once.

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Dyper
Diaper Clutch + Changing Pad: The Future of Earth-Friendly Parenting

Dyper's Diaper Clutch + Changing Pad exemplifies how baby essentials can prioritize both performance and planet. Their composting program adds another dimension to sustainable parenting, creating a closed loop system for traditionally disposable products.
The brand's careful material selection and transparent practices indicate a sophisticated understanding of modern parents' concerns. Their success suggests that the future of baby care lies in solutions that serve both family and environmental needs.

Why we like Dyper

  • 1

    Closed Loop System

    Includes composting program for complete sustainability

  • 2

    Dual Priority

    Balances performance with environmental responsibility

  • 3

    Modern Parenting

    Addresses contemporary environmental concerns

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The Medicine Cabinet, Reinvented

These brands represent more than just alternatives to familiar products – they're pioneers of a new approach to personal care. Through thoughtful design, sustainable practices, and genuine innovation, they're demonstrating how everyday essentials can evolve to meet contemporary needs and values. The future of personal care is looking decidedly different from those traditional blue and white bottles.