Baby Forest highlights dedicated baby facial care with new Ayurveda-led campaign

NEW DELHI: Baby-soft just got a little more specific. Baby Forest has unveiled a new digital campaign, ‘Softness, Sealed with Ayurveda’, to spotlight its flagship Khilta Mukhra Baby Face Cream, positioning dedicated facial care as an important part of everyday baby skincare.

The campaign is built around a simple parenting insight: while parents care for a baby’s overall skin, the face is often the first place where they notice changes in softness, dryness or comfort. Through two digital films titled You Notice First and Cheeks Everyone Loves, the brand captures everyday interactions between mothers and their babies, showing how small observations often shape caregiving decisions.

The campaign also seeks to raise awareness about the need for products formulated specifically for a baby’s facial skin. According to the brand, frequent exposure to milk, drool, kisses and air-conditioned environments makes a baby’s face more susceptible to dryness than other parts of the body.

Designed to blend Ayurvedic ingredients with modern skincare science, the cream contains saffron, licorice, shea butter and honey, ingredients traditionally associated with nourishment and skin care. The lightweight formulation is designed to absorb quickly while helping support the skin’s natural barrier against everyday environmental factors that may contribute to dryness.

The company says the product features a non-comedogenic and hypoallergenic formulation, offers hydration for up to 48 hours and carries 99 per cent USDA BioPreferred certification, making it suitable for regular use on sensitive baby skin.

Commenting on the campaign, Baby Forest founder and chief executive officer Gagan Agarwal said the brand wanted to highlight the importance of dedicated facial care for babies while continuing to combine the trust of Ayurveda with the expectations of modern parents. He added that the company’s focus remains on creating products that are safe, gentle and purpose-driven.

To expand the campaign’s reach, Baby Forest is adopting a digital-first strategy that includes collaborations with parenting influencers, key opinion leaders, paediatricians and dermatologists. The company is also strengthening its presence across online marketplaces, including Amazon, FirstCry and Nykaa.

In addition, the brand plans targeted product sampling through quick commerce platforms such as Blinkit and Swiggy Instamart, alongside activations in select premium residential communities developed by DLF.

As India’s premium baby care market continues to grow, brands are increasingly pairing traditional wellness philosophies with modern product development. Through its latest campaign, Baby Forest is betting that mindful parenting begins with paying attention to the smallest details, right down to a baby’s cheeks.