Hypoallergenic. Moisturizing. Mild. Compare to Johnson's Baby Lotion (This product is not manufactured or distributed by Johnson & Johnson Consumer Products Company, distributor of Johnson's Baby Lotion). This product has a unique formula with gentle emollients and moisturizers to help protect baby's skin from dryness and leaves skin feeling soft and non-greasy. It is mild enough for newborn's delicate skin. Use it yourself for baby soft skin. Product of USA.