Baby Soap made especially for babies is enriched with 1/4th baby lotion and vitamin E to help preserve baby skin's moisture. It's rich creamy lather gently cleanses and helps keep your baby's skin soft and supple. It does not contain any parabens or phthalates and is a dermatologist tested product. Johnson's Baby Soap has been specially made to have an easy grip shape. Moms trust Johnson's - always mild gentle and effective.