Ask Adele - MIMI Formulator

We had the pleasure of sitting down with Adele, one of the lead formulators for MIMI products, to gain insight into what makes MIMI's personal care range so special for kids. With years of experience and a deep passion for creating safe, effective, and natural formulations, Adele shared her expertise on common irritants, the importance of natural ingredients, and what parents should look for when choosing personal care products for their children.

From understanding why sulphates can irritate kids' eyes to the benefits of natural fragrances, Adele breaks down the science behind MIMI's gentle and thoughtful formulations—giving parents peace of mind and ensuring kids get the care they deserve.

Here’s what Adele had to say!

Why do sulphates irritate kid's eyes?

Sulphates often cause irritation because children's skin—and especially their eyes—are more sensitive and reactive to irritants. When sulphates mix with water, they can increase the product's acidity, which disrupts and strips away the natural protective barrier of the skin and eyes. This can lead to itching, stinging, and a burning sensation.

What are some considerations when you formulate products for kids?

Our top priority is children’s safety. We focus on creating low-toxicity, stable formulations that not only meet the highest safety standards but also perform effectively—whether it’s cleaning, hydrating, or styling. A key part of our approach is minimising harsh ingredients that can irritate or strip kids' delicate natural skin barriers.

Whenever possible, we opt for naturally derived ingredients, as they are safer, widely recognised, and well-tolerated. We carefully select gentle preservatives, utilise smart formulation techniques, and incorporate aseptic packaging to further enhance product safety. Additionally, we use low-allergen fragrances in lower concentrations, avoid artificial colorants, and prioritise transparency in labeling. Finally, every formulation is pH-balanced to suit and protect children’s sensitive skin.

What are the top 3 ingredients that parents should avoid in personal care products for their kids?

Parents should watch out for three key irritants when choosing personal care products for their kids: sulphates and other harsh surfactants, parabens (harsh preservatives), and fragrance allergens. Sulphates and surfactants can strip and irritate delicate skin, while parabens may cause sensitivity over time. Fragrances are another common trigger, as they often contain hidden allergens. It’s essential to be aware of your child’s sensitivities or allergies and carefully check ingredient labels to avoid these potential irritants.

What are the benefits of choosing a natural personal care product for kids?

The key benefit of choosing natural personal care products for kids is the clarity and simplicity of the ingredients. With natural formulations, it’s easier to recognise and understand what’s on the label, allowing parents to identify and avoid known irritants or allergens. Unlike harsh chemical ingredients, which can often be hidden behind complex names, natural options are more transparent and trusted. In many cases, nature provides the safest and most effective solutions for children’s delicate skin.

What is the difference between synthetic fragrance and natural fragrance?

Synthetic fragrances are man-made and chemically modified, often appearing on ingredient lists as complex chemical names that can be difficult to identify. In contrast, natural fragrances are derived directly from nature, remain unmodified, and are typically easier to recognise and understand.

What is the benefit of choosing a personal care product with natural fragrance like Mimi?

Choosing a personal care product with natural fragrance, like Mimi, ensures that every ingredient has been carefully selected with your child’s safety in mind. Natural fragrances allow you to confidently identify the source of the ingredients, providing peace of mind that they are gentle, safe, and suitable for your child’s needs.