Top-selling U.S. baby moisturizers and pediatric sunscreens: Data on price, allergens, and marketing claims
Facts at your Fingertips
By Emily Margosian, Senior Editor, July 1, 2025
Public perception of pediatric skin care products often centers on concerns about ingredient safety, with a preference for formulations that are fragrance-free, hypoallergenic, and endorsed by medical professionals.
In a recent study, the top 50 best-selling baby moisturizers from Target, Walmart, and Amazon were analyzed for marketing claims, price, vehicle, and ingredients (doi: 10.1016/j.jaad.2022.06.122). A follow-up study of the top 50 overall most-reviewed pediatric sunscreens from the same retailers were also analyzed for marketing claims, price, vehicle, and ingredients (doi: 10.1016/j.jaad.2022.06.885). In both studies, ingredient lists were screened for allergens on the American Contact Dermatology Society’s 2020 Core Allergen List.
Among baby moisturizers, at least one allergen was present in 90% of products. Products marked as hypoallergenic, pediatrician/dermatologist recommended, or containing the National Eczema Association Seal of Approval, were less expensive than products without those labels. Products containing fragrance were on average $2 cheaper than products without. Among sunscreens that are marketed for pediatric patients, at least one allergen was present in 76% of products. Sunscreens with claims of “for sensitive skin” were more expensive than products without this claim.
See below for more data on marketing claims and allergen prevalence among top baby moisturizers and pediatric sunscreens.
