Less is more, but only with the right active ingredients. That is exactly what Jochem Hes and Sjoerd Trompetter thought when they became dads in 2013. A whole new world opened up to them but they also found out that even baby care product contain harmful ingredients. That can’t be a good idea.

Naif was born : a reliable skin care brand for babies and children, without all harmful substances, only mild ingredients. Product without any unnecessary additions; only the very best.. Why? because very baby is born naive; honest, unprejudiced and innocent and the dads would like to keep it that way for as long as possible.