It took a long time to get pregnant (thanks, infertility) and so I had the chance to observe pretty much every friend and family member become a mom before I got the chance. What was so interesting to me was watching them change how they looked at product labels, I mean every single one started to read what was in their food, their cleaning supplies, their clothing, their bedding, etc. I smiled at it the trend, and then as I had a little one of my own with sensitive skin and some family history of allergies, I too started reading every label and buying different products based on ingredients instead of just labels. This ingredient clarity is present across many brands, in many categories including cosmetic based categories. However, it has been absent in First Aid.