"Natural" is not a regulated claim, so the front of a bottle tells you very little. The ingredient list on the back is where the real information sits.
Look for no parabens, no sulfates, no mineral oil and no artificial fragrance. Fragrance is the most common irritant in baby products and is often hidden behind the single word "parfum".
Shorter lists are generally kinder to newborn skin. If a botanical is on the front of the pack, check it is high enough in the list to actually be doing something.
Finally, look for a line about dermatological testing and an age recommendation. If a brand cannot tell you the age from which a product is safe, that is your answer.
This is general guidance, not medical advice. If something about your baby's skin worries you, speak to your pediatrician.
