SINGAPORE, Sept 2 — Sjoerd Trompetter and Jochem Hes were just average Joes working at Google and Unilever in the Netherlands until they embarked on a life-changing event — becoming daddies. The all-consuming effort to find the best baby-care products made them decide to create the best possible baby-friendly products.

What inspired you to set up Naif?

Hes: The life-changing event that is fatherhood! We had our hands absolutely full when we were thrust into the perplexing world of baby care. Like any parent, we wanted only the best for our children. As we conscientiously studied the labels on each baby-care product to ascertain what we were actually exposing our babies to, we were often left frustrated at the make and composition of some of the mainstream baby-care products. This had to change! And so, this was the catalyst for us to (politely) leave our corporate jobs at Google and in private equity, and set out to develop the best baby-care products on the market. At Naif, we are founded on the belief that every baby is born naive — honest, unprejudiced and innocent — and that we should keep it that way for as long as possible. No irritating or harmful substances, only mild ingredients. Products without unnecessary additions; made from only the best nature has to offer.

What do you think is lacking in the baby-care market in general?

Hes: The global revolution is that people are getting more and more conscious of the products they use, and more specifically, the ingredients that we ingest and apply. Our partners in Singapore have confirmed that this cosmopolitan city is keenly following this trend. There is simply a greater emphasis on quality in general — the origin, the manufacture, the effects and even the packaging! In a country where parents research extensively on what is the best for their children, and on a daily basis, put their children’s welfare as their top priority — Naif would fit right in.

What were some of the biggest challenges that you have faced?

Hes: Being patient! We conceived Naif in 2013 and could not wait to share our products with the world! We had to do many trials, feedback sessions, focus group meetings and marketing trials. Naif’s signature scent, for example, is custom-made in Paris and is hypoallergenic. We knew we had to deliver on our promises and kept at it until we finally launched in January 2014. We are relentless in achieving excellence. A prime example is our sunscreen. It is notoriously difficult to make a natural sunscreen, and we had to work on it for two years before we finally launched it in 2016. Our efforts were recognised when we won the prestigious Hague Innovator Award for our sunscreen. Another challenge we faced was how we could give back. Naif has partnered with the Dutch Cancer Society in the Netherlands and with the Children’s Cancer Foundation (CCF) in Singapore — for CCF we donate S$1 (RM3) for every sunscreen sold to help the families through their difficult times. We are working on a ground-breaking partnership with Unicef and hope to announce more details soon — stay tuned! — TODAY

Naif Babycare products retail at Gallery & Co, National Gallery Singapore. — Handout via TODAY