Advice & Tips

Founder of NOM NOM Jayne Russell tells us about her mum and baby skincare range

I worked for twenty wonderful years as a pre-and postnatal massage and nutritional therapist. These two disciplines have always gone hand-in-hand, with my treatments providing care both inside and out. What we use on our skin is an important part of that.

I became aware that so many skincare products contain potentially irritating and harmful chemicals and also that there was confusion over which products were truly natural and organic. These are especially important considerations for expectant mums and delicate baby skin, so I wanted to make things clearer. I resolved to develop an organic range that parents could really trust.

Nom Nom is the result: Handmade, gentle, effective, natural skincare products supported by my practitioner knowledge and Soil Association certified organic.

My pregnancy and baby massage and nutrition clients were my inspiration and I worked with feedback from hundreds of new and expectant mums to create the range. I wanted to extend the benefits of my treatments beyond the therapy room, address the most common pregnancy and baby skincare issues presented by my clients, and spread the word about massage, nutrition, skincare, and wellbeing for mums and babies to encourage a healthy beginning to life.

The name Nom Nom is an acronym for Nutrition, Organic, and Massage and also means something delicious!

Without Within

Nom Nom’s ethos is Without Within – meaning what we leave out is as important as the nourishing plant ingredients that go in.

The range is formulated without the synthetic chemicals many wish to avoid and the baby range is fragrance-free.

Nom Nom is also free from potentially irritating natural ingredients, such as peanut, sesame, and olive oil, making the products suitable for sensitive and allergy-prone skin.

I love to use nourishing plant oils such as coconut, cocoa butter, and vanilla-infused oil which have their own delicious aroma without the need to add scent. I also include healing ingredients such as shea butter, calendula, starflower and aloe vera to soothe and calm skin issues and carefully selected essential oils which have been studied for their therapeutic benefits in pregnancy and labour.

The pregnancy and baby range

The pregnancy range includes super nourishing Stretch Butter with camellia and vanilla, deliciously scented Relax Oil with lavender, chamomile and frankincense and the essential Perineum Balm to support you through each trimester with stretch mark prevention, relaxation, birth preparation, and labour.

The unscented baby range includes multi-tasking Baby Butter, to protect and calm sore and dry skinBaby Oil for soothing massage and a very effective remedy for cradle cap, and Baby Bath to gently cleanse from head to toe. We also have a Baby Mini Set which is perfect for travel, trial or to welcome a new arrival.


My other inspiration is to play my small part in promoting a healthier planet through sustainability to as wide an audience as I can reach. The range is certified organic by the Soil Association and COSMOS to ensure purity, transparency, and sustainability. The products contain 83 - 99.5% organic ingredients and are vegan (apart from perineum balm which has a little beeswax). I wanted to make a capsule range, with most products being dual or multi-purpose to avoid waste.

Using high levels of plant ingredients also means they are super concentrated, economical to use, and last much longer than water-based formulations. I use mostly glass containers and easily recyclable PET plastic lids with no outer packaging, recyclable packaging for posting, and vegetable-based inks for printing.

Free Skincare Guide

I think of Nom Nom not as a beauty range but rather a wellbeing range for pregnancy, baby and beyond because healthy skin is about more than what goes on it. I share my massage, nutrition and skincare advice on the website to enhance the benefits and give extra support to new parents and babies on Instagram, through my blog and my free skincare guide “10 Steps to Super Healthy Baby Skin” which has lots of great tips for looking after baby skin and understanding skincare labelling.

I’d say my specialist background, expertise and the ethos of care from both inside and out are what makes Nom Nom different.

I am proud of the thirteen awards Nom Nom has now achieved from the parent tested Free From Skincare Awards, Busy Baby, and Green Parent Magazine among others.

I am now thinking about a new mum range!

I hope you try it!

xx Jayne


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