Baby Care Reviewed Jul 5, 2026

Substance (by The Matter Company)

A herbalist-founded Toronto house whose "Substance Baby" line proves gentle can still mean whole-plant.

Our take

Why We Trust This Brand

The baby oil is seven whole-plant ingredients and the foam uses a gentle sugar-derived cleanser instead of sulfates — herbalist formulation from a long-running, founder-led independent.

What's inside

Ingredients & Safety

The Herbal Hug Baby Oil is organic olive, sesame, and castor oils infused with calendula, lavender, and lemon balm plus vitamin E — no fragrance, mineral oil, or preservatives. The baby body foam is sulfate-free with essential-oil scent.

Certifications

Made in Canada Plant-Based / GMO-Free Cruelty-Free

We read every line on this label. Nothing here is on our watch or caution list — no synthetic fragrance, no flagged chemicals.

Full Ingredient List

Safe Watch Caution
  • Olea Europaea (Olive) Oil
  • Sesamum Indicum (Sesame Seed) Oil
  • Ricinus Communis (Castor) Oil
  • Calendula Officinalis Flower
  • Lavandula Angustifolia (Lavender) Flower
  • Melissa Officinalis (Lemon Balm)
  • Tocopherol (Vitamin E)

Who owns it

Ownership & Independence

Founded in 1996 by Denise Williams; it presents as a private, Canadian, founder-led company with no reported acquisition or outside investment.

Where to buy

Key Products

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