On a warm afternoon in Bengaluru, a young mother picked up a bottle of ‘natural’ sunscreen for her six-year-old, trusting, as any parent would, that it was safe. But a closer look at the ingredient list told a different story. 

Behind the soothing green claims were synthetic chemicals she never expected to find. That moment of confusion and concern became a turning point.

It pushed Divya and her husband, Jiten Grover, to ask a simple but powerful question: Why isn’t baby care truly transparent?

That question became the foundation of Earthbaby — a Made-in-India brand built on honesty, natural ingredients, and modern scientific integrity.

What began as one parent’s search for safer choices soon grew into a movement that’s redefining baby and mom skincare across India and beyond. 

“I was waiting for serendipity to strike, and that sunscreen became the lightbulb moment. It made us realise we wanted to create something truly safe and honest for babies and mothers,” says Jiten, Founder of Earthbaby, to The Better India.

Founded by Divya and Jiten Grover in 2016 (officially registered in 2021), Earthbaby is more than just a company; it is a movement towards conscious parenting. 

At a time when the words ‘natural’ and ‘organic’ are tossed around easily, Earthbaby does something revolutionary: it discloses 100% of its ingredients and even shares the percentage of natural origin for each one, aligned with ISO 16128 — a global standard. Earthbaby operates in a category crowded with natural and consciously formulated claims. Their true differentiator is transparency.

“At the heart of Earthbaby is one promise: transparency. We’re not claiming our shampoos are 100% natural, because that isn’t scientifically possible. Instead, we say, this one is 95% natural. You choose. We believe that, sooner or later, customers will value us for that honesty,” adds Jiten. 

Earthbaby’s story began not in a boardroom, but in an everyday parenting moment, one that revealed an unspoken crisis in India’s baby-care market. When Divya discovered that the ‘natural’ sunscreen she bought for her kid contained hidden synthetics, it triggered two realisations: first, that most brands were not fully transparent; and second, that parents had no reliable way of knowing what was truly safe. 

This became the seed for Earthbaby.

Jiten Grover, who had been wanting to start something of his own and step away from the corporate grind, was actively searching for an idea that genuinely mattered. The growing realisation about how misleading many ‘natural’ brands were, combined with his own long-standing struggle with adult eczema (a chronic, non-contagious skin condition that causes the skin to become dry, intensely itchy, and inflamed), planted........

© The Better India