About Cradle
Cradle Natural is a Philippine mother-and-baby care brand that produces natural-based cleansing and personal-care products for infants and mothers. Its portfolio includes baby bottle and nipple cleansers, toy and surface cleaners, breast and nipple washes, and other home and baby care items. The brand is operated by EVEolution, Inc., a company established in 2005 by mothers aiming to develop safe, sensible, and effective products for families with young children.[1]
Cradle positions itself around baby safety, natural ingredients, non-toxicity, and practical everyday care. It places particular emphasis on products designed for items that frequently come into contact with babies, such as feeding equipment, toys, and household surfaces.[1]
History
The origins of Cradle date to 2005, when EVEolution, Inc. was founded by a group of mothers led by Emily. According to the company, the business was created in response to parental concerns regarding the availability of personal-care and cleaning products that were both safe and appropriate for infants.[1]
EVEolution subsequently developed the Cradle brand around baby-safe cleansing solutions. Its flagship product became the Cradle Natural Bottle & Nipple Cleanser, which was formulated specifically to clean feeding bottles and nipples while removing milk residue and odors.[1]
The brand later expanded beyond bottle cleaning into broader baby and maternal care categories, including surface cleaning, personal care, and home hygiene. Its current catalogue comprises various formulations and package sizes.[1]
Company
- Parent company: EVEolution, Inc.
- Founded: 2005
- Country: Philippines
- Industry: Mother, baby, personal-care and household-care products
- Primary market: Philippines
- Brand: Cradle / Cradle Natural
EVEolution describes itself as a company established by mothers seeking to address parental concerns during the transition into parenthood. The firm’s stated philosophy is to serve as a reliable partner for parents looking for products that are safe, sensible, and effective.[1]
Brand Philosophy
Cradle’s positioning centres on the principle that products used around babies must combine effectiveness with safety. Rather than presenting itself as a conventional household-cleaning brand, Cradle focuses on items specifically designed for the needs of mothers and infants.
The company describes its products as natural-based, non-toxic, and formulated with baby safety in mind. It also states that its products are cruelty-free.[1] A key differentiator is the brand’s focus on objects that babies frequently put in their mouths, such as bottles, nipples, toys, high chairs, crib rails, play mats, and other surfaces.[1]
Products
The Cradle product portfolio is divided into several categories:
- Bottle & feeding care: The flagship Cradle Natural Bottle & Nipple Cleanser is intended to remove breast milk and formula residues and odours from feeding equipment.[1]
- Toy & surface care: Natural-based cleaning products designed for surfaces and objects in the baby’s environment, including toys, high chairs, strollers, crib surfaces, and play areas.[1]
- Maternal care: Products such as Cradle Mama Natural Breast & Nipple Wash, developed specifically for mothers.[1]
- Home hygiene: Items including Cradle Home Natural Antibacterial Hand Sanitizer.[1]
- Concentrates and refills: Refill packs and concentrated versions intended to extend packaging options and reduce waste.[1]
Flagship Product: Bottle & Nipple Cleanser
The Cradle Natural Bottle & Nipple Cleanser is the product most closely associated with the brand. Formulated as a baby bottle wash, it is designed to clean milk residue and odours without using harsh conventional cleaning ingredients.[1]
Cradle states that the cleanser is plant-based, non-toxic, and certified under the USDA BioPreferred program. The company describes it as the first and only USDA BioPreferred-certified baby bottle cleanser in the Philippines.[1] Additionally, the company notes that its products have undergone toxicity and safety testing, including assessments conducted by the Industrial Technology Development Institute of the Department of Science and Technology (DOST).[1]
Safety and Certifications
Safety is a central proposition for Cradle. The brand states that its bottle cleanser uses 100% plant-based ingredients and is free from harsh chemicals that may concern parents.[1]
Cradle further asserts that its bottle cleanser holds USDA BioPreferred certification and that its products have passed the DOST Oral Toxicity Test. These credentials form a significant part of the brand’s differentiation from standard household cleaning products.[1]
It is important to distinguish between “non-toxic” and “safe under all circumstances.” Certifications and toxicity testing apply to specific formulations and testing criteria; they do not imply that a product should be intentionally consumed or used outside its prescribed instructions.
Distribution in the Philippines
Cradle products are distributed through various Philippine retailers and baby-care channels. Published retail partners include Mothercare, S&R, and Edamama, with outlets located in Metro Manila and several provincial cities.[1]
Major Philippine retailers such as Rustan’s and Watsons Philippines also carry the brand. Rustan’s currently lists several Cradle items, including the Bottle & Nipple Cleanser, Toy & Surface Cleaner, and Mama Natural Breast & Nipple Wash.[2]
In addition to physical retail, the brand operates an online storefront where it sells its current product range directly to consumers.[1]
Brand Identity
Cradle’s identity is strongly linked to motherhood, infant safety, natural formulations, and everyday practicality. Rather than competing primarily as a luxury baby-care label, it occupies a niche between baby personal care and household hygiene, concentrating on products used during feeding, cleaning, and early childhood development.
Brand messaging consistently emphasises:
- Safety
- Natural-based formulations
- Baby and maternal care
- Non-toxic formulations
- Practical everyday use
- Parental peace of mind
- Cruelty-free products
The brand’s core positioning suggests that parents should be able to clean and care for their babies without compromising between effectiveness and safety.[1]
Market Positioning
Within the Philippine market, Cradle functions as a specialist baby-care and natural-cleaning brand rather than a general household-cleaning company. Its primary differentiator is a focus on products specifically designed for babies’ environments. For instance, instead of marketing a generic surface cleaner, Cradle offers a Toy & Surface Cleaner intended for objects that infants may touch or mouth. Similarly, its flagship bottle cleanser is engineered specifically for feeding equipment.[1]
This positioning appeals particularly to new parents, breastfeeding mothers, parents using bottles, and consumers seeking plant-based or non-toxic alternatives to conventional cleaning products.
Current Product Range
As of 2026, the brand’s online catalogue includes the following products:
| Category | Example |
|---|---|
| Baby feeding | Natural Bottle & Nipple Cleanser |
| Baby hygiene | Natural Toy & Surface Cleaner |
| Maternal care | Mama Natural Breast & Nipple Wash |
| Home hygiene | Natural Antibacterial Hand Sanitizer |
| Surface care | Toy & Surface Cleaner Concentrate |
| Packaging options | Pump bottles and refill packs |
The brand continues to expand its range around the broader concept of baby and family homecare rather than limiting itself to bottle washing alone.[1]
