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

No listed ingredient is currently on our watch or caution list. This finding applies only to the ingredient list shown below and may not cover every product, variant, market, or reformulation.

Ingredient List Reviewed

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)

Formula scope: the disclosed ingredient list captured for this review. Formulas can differ by product, scent, country, and date; compare the current package with this list before deciding.

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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