Baby Toiletries Market Report 2026

The baby toiletries market size has grown rapidly in recent years. It will grow from $38.51 billion in 2025 to $42.55 billion in 2026 at a compound annual growth rate (CAGR) of 10.5%. The growth in the historic period can be attributed to rising birth rates in emerging economies, increasing awareness of infant hygiene, expansion of organized retail channels, growing disposable income among parents, availability of specialized baby care products.

The baby toiletries market size is expected to see strong growth in the next few years. It will grow to $61.99 billion in 2030 at a compound annual growth rate (CAGR) of 9.9%. The growth in the forecast period can be attributed to increasing preference for organic baby toiletries, rising penetration of online baby care retail, expansion of premiumization trends, growing influence of pediatric recommendations, increasing product innovation in baby skincare. Major trends in the forecast period include growing demand for natural and hypoallergenic baby products, rising adoption of dermatologically tested formulations, expansion of premium baby skin care lines, increasing focus on chemical-free ingredients, growth of e-commerce distribution channels.

The rising awareness of various health-related issues is expected to drive the growth of the baby toiletries market going forward. Infants are susceptible to health concerns such as skin dryness, eczema, and bacterial or fungal infections. To prevent these issues, baby toiletries - including shampoos, soaps, lotions, powders, diapers, diaper rash creams, wet wipes, cotton balls, hairbrushes, and nail clips - are widely used. For example, in July 2024, the Australian Institute of Health and Welfare, a national agency, reported that cancer-related deaths in Australia increased to 51,269 in 2023, up by 680 from 50,589 in 2022. Therefore, growing awareness of health-related issues is propelling demand for baby toiletries.

Leading companies in the baby toiletries market are focusing on product innovations, such as cleansing products, to gain a competitive edge. Cleansing products are formulations designed to remove dirt, oil, and impurities from the skin, hair, or other surfaces, promoting hygiene and cleanliness. For instance, in October 2023, Baby Dove, a US-based baby care provider, launched the Caring by Nature and Ultra Gentle Foaming Wash Collections. The Caring by Nature line features products enriched with Vitamin E and 100% natural moringa oil to help maintain a baby’s skin moisture and resilience. Both collections are pediatrician- and dermatologist-tested, featuring vegan, tear-free, and hypoallergenic formulas that ensure safe and gentle bath time. The light, airy foam formulas provide trusted care for babies’ faces, bodies, and hair while adding a sensory element to bath routines, having been rigorously tested for gentleness by dermatologists, pediatricians, and ophthalmologists.

In November 2025, Kimberly‑Clark Corporation, a US-based personal care and consumer goods manufacturer, acquired Kenvue for $32 billion. Through this acquisition, Kimberly‑Clark aims to expand and diversify its health and wellness portfolio by combining its strong personal care offerings with a leading consumer health business. Kenvue Inc., based in the US, provides a range of baby toiletries.

Major companies operating in the baby toiletries market are Johnson & Johnson Private Limited, Kimberly-Clark Worldwide Inc., The Procter & Gamble Company, Beiersdorf AG, Unilever plc, The Himalaya Drug Company, Cotton Babies Inc., Hengan International Group Company Limited, Dabur Limited, Avon Healthcare Limited Company, Reckitt Benckiser Group PLC, Artsana S.p.A, Burt's Bees Inc, California Baby Inc., Svenska Cellulosa Aktiebolaget SCA., The Honest Company Inc., Earth Mama Organics LLC, Mustela, Babyganics Inc., Galderma Laboratories L.P., Episencial LLC., Babo Botanicals LLC., Baja Baby Inc., Bioderma Laboratories., L'Oreal USA Inc., Artsana USA Inc., Dr. Bronner's Magic Soaps, Erbaviva LLC.

Europe will be the largest region in the baby toiletries market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the baby toiletries market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the baby toiletries market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The baby toiletries market consists of sales of baby bath additives and baby shampoo. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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