JOHNSON's baby soap is safe Clinically proven to be gentle and mild for your baby's skin Triple Baby Protection Enriched with milk proteins and Vitamin E No parabens & SLS, No Dyes & Alcohol We love babies. And we understand how important it is to keep baby's delicate skin safe, nourished and gently cleansed. JOHNSON's baby milk soap's formula contains natural milk proteins and vitamin E, to help deliver complete skin nourishment, for baby skin that is soft, smooth, and healthy. Clinically proven mild, the soap is gentle for baby's delicate skin. This safe soap for baby rinses easily! JOHNSON's baby milk soap! Milder than your body soap! For best results, follow with JOHNSON's baby milk lotion. Mums trust JOHNSON's Always Mild, Gentle and Effective.