For more than a decade, Earth Mama Angel Baby has been synonymous with trusted, effective safe herbal care to support the entire journey of motherhood: pregnancy, postpartum, breastfeeding and baby care. Now known as Earth Mama Organics with a new look and feel, that attention to safety, care and support hasn’t changed with the packaging.

Rich new colors, bold custom containers, heartfelt mama-to-mama copy and fresh contemporary design update the legacy Earth Mama aesthetic while retaining the same effective formulas and ingredients to bring trusted and time-tested herbal products to a new generation of parents.

“This rebrand was a yearlong labor of love by a dedicated group of people who cherish and appreciate what Earth Mama Angel Baby has always stood for, but agreed that our packaging wasn’t winning us shelf space or launching us into the future. As Millennials start to have children of their own we decided it was time to change the way we look and the way we talk to our customers,” says founder, formulator and CEO Melinda Olson, a former nurse and expert in safe herbs and personal care. “Earth Mama’s new look really represents who we have always been, and where we want to be, talking mama to mama. And have you seen our new logo? It’s like an herbal hug, from our heart to yours. We designed it to embody our tag line, Grounded in Nature, Powered by Love.”

Earth Mama’s balm jars are now clean white, but still opaque to keep the herb-infused balms fresh and of course still safe PET. Delightfully curvaceous soap and lotion bottles sit and grip comfortably in the hand—especially important when handling squirmy babies or for pregnant women who might have trouble bending for a dropped bottle.

With this rebrand, Earth Mama is introducing Baby Face Organic Nose & Cheek Balm, packaged in a clean white printed tube, as well as a brand-new line of unique organic deodorants formulated to be safe for use during pregnancy and while breastfeeding. They all look fantastic sitting tub-side, on the changing table or on the store shelf.