Millennial parents want all-natural products for their babies, and Johnson & Johnson is losing shelf space. Millennials are extending their self-care obsession to their kids, and while J&J is still the top selling baby brand, up-and-comers are hot on their heels. “[S]uper-crunchy” brand California Baby takes the third spot while influencer-boosted Mustela’s sales have surged 30% in the past year. To keep up, J&J just rolled out revamped products with shorter, simpler ingredient lists.(Vox)
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