Way back in 2005, magazine editor friends, Jenn and Corinna found themselves on maternity leave at the same time, they envisaged months of coffee mornings, play dates and new baby talk. What they hadn’t planned for, was launching a skincare business that would help thousands of parents and little ones feel pampered, soothed and free from irritated skin.

The idea started one afternoon when they were discussing their babies’ dry skin. Like them, it seemed that both their daughters had inherited their itchy, sensitive skin and so far, they had found nothing that would relieve it. Jenn, who had worked on some of the biggest beauty magazines, knew that she only wanted the most natural ingredients in any product she put on her baby’s skin. Corinna, who had edited numerous national magazines wondered why there weren’t any baby products on the market that looked as good as they performed. In that moment, the idea for Love Boo was formed.