About Us
Who we are
We are Naïf, your support and lifeline during the chaos of parenthood. We believe in quality and safety when it comes to baby care, but when Jochem and Sjoerd became fathers for the first time in 2013, they discovered that it was quite a challenge to find mild and good products without junk for their baby. That had to change, they thought, and so Naïf was born: a brand that parents can trust. Without worry.
Our mission
At Naïf, we want to help all parents take good care of their kids. We're not just a clean care brand; we are your village, your go to when you have questions and we stand by your side during the wild ride of parenthood. And more than that, we celebrate naivety - you can naively and carefree choose our products and trust that everything is fine.
Our promise
Our promise goes beyond care alone; it's about sustainability, ethics and transparency. We want to support you in caring for your kids without worry and making positive choices for your family and the planet. From cleansing body wash and tear-free shampoo to plastic-free wipes and mild body lotions. Naïf has you covered. We are here to ensure that caring for your little one doesn't come at the expense of the planet.
Read more about our impact
Transparency
Parenthood comes with challenges and is certainly not always perfect, just like us. Transparency is therefore super important at Naïf. Although we do our best to keep our negative impact on the environment minimal and use the best ingredients, we too have our flaws. And if we make a mistake, we're honest about it. So you can be sure that you can trust us.
Between the sleepless nights and the endless pile of laundry, a little recognition is really nice. We got you. We also know that besides the beautiful moments, there's plenty of chaos too and we're realistic about that. Humor and support can really make a difference. Let's embrace the chaos together and laugh about it a little now and then.