When journalist Erica Watson became a mum, she started reading labels more closely. What she found was that many baby products labelled as ‘natural’ actually contained hard to pronounce ingredients that were far from naturally derived.

So, after a quick Google, she called friend, fellow mum and journalist, Jenny Ringland to ask her thoughts. “It started a conversation that snowballed from there,” Erica told Future Women’s Melbourne Social Club last week. “We thought we can’t be the only ones who are buying these products thinking they’re natural, but they’re actually not.”