Natural brands aren’t usually known for cute and brightly colored products or dreamy scents, but the latest launches from Seventh Generation challenge those norms. With a new baby care line and diapers that ditch the old tan-colored design, this major player in the world of eco products has nailed it. Here’s the scoop.

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Diapers Get a Fashion Update

Seventh Generation diapers are stars in the natural department as the core of the diaper that touches your baby’s sensitive skin is free of chlorine and unbleached. The new diaper boasts an super-soft, quilted liner. And for the wow-factor, they’ve taken the leap into fashion diapers. Their latest designs feature a cute cast of animal characters including an owl, bear and otter.

Available at target.com, $9.99 and up.

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The New Coconut Care Line

Organic coconut oil is the star of this new, natural baby care line. Not only is this ingredient great for moisturizing your baby’s sensitive skin, Seventh Generation sources their ingredients sustainably to help protect forest habitats.

The line includes: A diaper cream, which employs non-nano zinc oxide to create a protective shield against rashes, which it soothes with the organic coconut oil. A foaming shampoo and body wash that makes it easy (and fun) to cleanse your little one from head to toe. The sulfate-free, tear-free formula has a wonderful light scent. And, a non-greasy moisturizing lotion, which will transform dry baby skin with the nourishing and soothing power of organic coconut oil. The lotion also has just enough of a fragrance to love without being overpowering.

Coconut Care Diaper Cream available at target.com, $9.99.

Coconut Care Foaming Shampoo & Body Wash available at target.com, $9.99.

Coconut Care Moisturizing Lotion available at target.com, $8.99.

 

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A Laundry Detergent to Trust

And last, but not least for parents drowning in laundry, Seventh Generations new Baby Natural Laundry Detergent will be your new partner in fighting stains. Free of harsh optical brighteners, this detergent breaks down tough baby stains like spit-up, blow-outs and milk and formula residue with enzymes.

Available at seventhgeneration.com, $7.99.

What features do you look for when buying diapers? Tell us in a Comment.

–Julie Seguss