MammaBaby: The Skincare Brand From a Pharmaceutical Company Unlocks the Science-Backed Benefits of Organic

What comes to mind when you hear the words "organic" or "naturally derived"? While you might think of them as gentle on the skin, you wouldn't be alone in wondering, "Are they really effective?" But MammaBaby, a brand born from a long-established Italian pharmaceutical company with an 80-year history, is here to flip that idea on its head. Grounded in a scientific perspective, the brand actively embraces naturally derived ingredients.

With its safe and gentle formula suitable for newborns, the brand has earned a loyal following not only in its home country of Italy but also in Japan. We spoke with the MammaBaby team leading the Japanese launch to learn why a pharmaceutical company is choosing organic and the scientific philosophy that underlies it all.

The MammaBaby Philosophy: A Journey That Began with One Mother's Experience

MammaBaby's story begins with the Olcelli company, a family-run pharmaceutical business in the suburbs of Milan, Italy. For 80 years, the company has provided naturally derived body care products for obstetrics, gynecology, and pediatrics. Building on this legacy, the founder's granddaughter, Maria Elena, launched 'MammaBaby'.

“Elena’s child was born with severe skin problems. It turned out, however, that the only products her child could safely use were those made by her family's company, which helped soothe the skin.”

Inspired by this experience, she set out to develop "organic cosmetics for everyone," evolving from purely pharmaceutical products. In doing so, she disrupted the expensive and often inaccessible organic market of the time by launching a brand that brought medical-quality gentleness into everyday life.

Restoring the Skin’s Natural Environment: The Specialty of Naturally Derived Ingredients

The Olcelli company has been creating naturally derived products since its inception. So why would a pharmaceutical company, where evidence is everything, choose organic?

“In beauty, as well as in medicine and virology, chemical and naturally derived ingredients have different strong suits. For instance, addressing issues that have already appeared, like wrinkles or age spots, is where chemical ingredients excel. However, nurturing the basic functions we're born with is the strong suit of naturally derived and organic ingredients.”

A newborn's skin is fundamentally in a neutral, trouble-free state. When exposed to external stressors or when internal imbalances occur, the skin's barrier function can weaken, increasing the risk of problems.

“The skin naturally has the power to moisturize itself. Its microbiome breaks down sebum to maintain a slightly acidic pH and produces glycerin, a natural moisturizing ingredient, to keep the skin clean and hydrated. However, when the diversity of this microbiome is lost and its balance is disrupted, it can lead to skin problems.

Since a diverse range of bacteria is naturally balanced in nature, naturally derived ingredients are perfectly suited to restoring that balance. On the other hand, some chemical ingredients can destroy this microbiome. That's why for children up to around age 12, whose microbial diversity isn't yet fully developed, organic plants grown in biologically diverse soil make perfect sense.”

The MammaBaby team brought up gut health as an analogy. While medications and supplements are available, a balanced diet is fundamental to improving the gut environment.

“In terms of immediate effects, the power of chemical ingredients is incredible. So, it's not a matter of one being better or worse; we believe they should be used for different purposes. From the perspective of supporting the immune system and basic bodily functions, we believe naturally derived ingredients are the better fit, even from a medical standpoint.”

A Scientific Approach to Maximizing Safety

Guided by this scientific philosophy, MammaBaby conducts fundamental research on raw materials in collaboration with national research institutes and universities.

“Even with the same plant, the quality of its active ingredients and the diversity of its symbiotic microorganisms can vary depending on various factors, like the seeds, the soil, and whether it's a native or an F1 hybrid. That's why we conduct research starting from the entire growing environment of the plants themselves.”

MammaBaby has also established strict guidelines for its ingredients. While Japan prohibits 88 ingredients, the US bans 30, and the EU around 1,400, MammaBaby has a list of 2,700 banned substances.

"Just because something is deemed safe by national standards doesn't mean it's genuinely harmless. That’s why we have a firm rule: if we can't verify an ingredient's safety in-house through allergy and patch tests, we simply don't use it."

To further minimize allergy risks, another core principle at MammaBaby is to keep formulations extremely simple.

"When it comes to allergy risks, it's not a simple case of the risk doubling when you go from 10 to 20 ingredients. It's similar to food combinations—ingredient A might be fine on its own, but it could cause a reaction when paired with ingredient B.

Simply put, the more ingredients you have, the higher the risk. That’s why we believe that a minimalist formula design is essential for protecting a child's delicate skin."

MammaBaby is also popular among families who use the products together. For this reason, we make it a priority to maintain a great user experience without compromise, even with a minimal number of ingredients.

"We design our formulations for two distinct stages—the baby stage (0-2 years old) and the kids stage (2-12 years old)—but our products are also loved by many adults with sensitive skin.

That’s why we aim to create formulas that adults will also find satisfying. Examples include haircare products that tame long or damaged hair and a UV milk that works as a makeup primer without leaving a white cast. We are so dedicated to the user experience that we sometimes create hundreds of prototypes during the formulation process."

Commitment to Environmental Regeneration to Unleash the Full Power of Plants

Organic cosmetics are created thanks to the blessings of a rich, natural environment. This is precisely why the philosophy of environmental regeneration is at the heart of MammaBaby's product development.

"The reason our formulas are centered around organic plants is because they grow in a symbiotic relationship with microorganisms in soil teeming with diverse insects and animals. This process allows them to become rich in nutrients, minerals, and phytochemicals.

Using chemical fertilizers and pesticides might make cultivation easier, but it weakens a plant’s natural ability to absorb nutrients and resist pests. If the plant itself is weaker, the quality of our product inevitably suffers. For us, being environmentally conscious is not just an option—it’s essential."

MammaBaby practices an approach to 'organic' that considers the cycles of the entire ecosystem.

"'Organic' and 'Yuki Saibai' (the Japanese term for organic cultivation) mean the same thing, but a label that says 'organic' doesn't automatically mean a product is good for the environment. For example, over-fertilizing can lead to water pollution and a loss of microbial diversity. We quantitatively research the effects on soil balance, ecosystems, and water quality, and are committed to sourcing raw materials in a way that minimizes our environmental footprint."

Another unique feature of MammaBaby is that, despite being an imported brand, the Japanese and home country teams collaborate closely on product development.

"Our parent company is a pharmaceutical firm, so during the COVID-19 pandemic, we were requested by the government to prioritize producing disinfectants for hospitals. This left the team in our home country with no capacity for other projects. That's when we proposed developing products in Japan, which led to the creation of our Foaming Soap and Non-Chemical UV Milk.

This was an exceptionally rare situation, and I believe it was only possible because we all share the same core philosophy. Today, about half of all our products are developed right here in Japan."

To preserve the unique world of the packaging, which resonates with a child's imagination, illustrators from the brand's home country are commissioned even for products developed in Japan. This speaks to the strong relationship between the two teams.

Next on their agenda is the launch of a stretch mark care cream for expectant mothers.

"There are many similar products on the market, but we are developing ours with a special mission: to deliver a sense of wellness to the unborn child, guided by our belief that 'it is vital to receive the diverse blessings of nature, even when living in a city.'"

MammaBaby continues to create its products with a holistic view, focusing not only on safety and gentleness but also on coexisting with the environment and enriching the time families spend together. As true organic products born from a pharmaceutical company, they bring a special kind of happiness to countless families.