Tender Care is a baby personal care brand that offers products designed for infants and young children, with a focus on gentle skin protection and everyday hygiene. The brand is best known in the Philippines for its baby powder, baby soap, and baby wash products. Its current brand philosophy encourages children’s exploration and development while giving parents confidence that their skin is protected. [1]

Tender Care positions itself as a skincare brand that combines mild formulations with dermatological testing to help protect babies’ delicate skin. The brand emphasizes that healthy skin supports children’s freedom to play, explore, and learn.

Its current slogan, “They’ll Be Fine. Unbox Their World.”, reflects a shift from simply protecting babies to encouraging healthy exploration while using gentle skincare products. [1]

Tender Care’s philosophy centers on the belief that:

• Every child has natural curiosity and potential.

• Parents should feel confident allowing children to explore the world.

• Proper skincare helps protect delicate skin from irritation during everyday activities.

• Baby care products should be gentle enough for regular use while maintaining skin comfort. [1]

Many Tender Care products feature the brand’s proprietary Tender Touch Technology, which focuses on characteristics parents commonly seek in baby skincare products:

• Hypoallergenic formulations

• Dermatologically tested

• Free from parabens and silicones

• Selected products include natural extracts, such as lavender essential oil and oat milk extracts

According to the brand, this technology is intended to help protect delicate skin from irritation and rashes while remaining gentle for daily use. [1]

Tender Care’s product lineup includes:

Baby Powder

Designed to absorb excess moisture and help prevent rashes caused by wetness.

Available variants include:

• Classic Mild

• Pink Soft

• Sakura Scent

• Lavender & Oat Milk

Baby Soap

Formulated to cleanse the skin while removing dirt and everyday impurities.

Variants include:

• Classic Mild

• Pink Soft

• Sakura Scent

Baby Wash

Liquid cleansers intended for gentle daily bathing.

Variants include:

• Head-to-Toe Baby Wash & Shampoo

• Jasmine Cotton

• Sakura Scent

• Lavender & Oat Milk

The products are offered in multiple sizes to suit different household needs. [2]

While formulations vary by product, Tender Care highlights several common features:

• Mild cleansing ingredients

• Hypoallergenic formulations

• Dermatological testing

• No added parabens

• No silicones

Some variants also contain botanical ingredients such as:

• Oat kernel extract

• Chamomile extract

• Lavender essential oil

• Turmeric root extract (selected powder variants) [2]

Tender Care primarily serves:

• Newborns

• Infants

• Toddlers

• Young children

The products are marketed toward parents seeking affordable, gentle skincare products suitable for everyday use. [1]

Tender Care positions itself as a baby care brand that balances skin protection with children’s active lifestyles. Rather than emphasizing complete avoidance of dirt or outdoor play, its messaging focuses on helping children explore confidently while maintaining healthy skin. [1]

Tender Care has a strong presence in the Philippine baby care market and is widely available through supermarkets, pharmacies, convenience stores, and online retailers. It competes with other baby personal care brands in categories such as baby powder, soaps, and body wash. [1]

Tender Care is a baby skincare brand recognized for its gentle formulations and emphasis on skin protection during children’s early years. Its portfolio includes powders, soaps, and washes formulated for daily use, supported by its Tender Touch Technology and a brand message that encourages parents to let children explore the world while caring for their delicate skin. [2]

1. Brand Story