Evidence
Every figure on this site, and where it came from
We do not show a percentage without saying where it came from. This page holds all of them, including the 5 figures that are not test results, so it is clear which were measured and which were not.
- 156
- claims we show
- 15
- studies behind them
- 861
- respondents and test subjects
- 19
- products carrying a figure
151 claims with a study5 without a study, listed at the end
Clinical testing
Tests run by independent testing centres
These results were measured at independent testing centres, and each comes with its method, its number of subjects and its report. They are a different kind of evidence from the satisfaction surveys further down.
HRIPT
a dermatologist-supervised repeat patch test on the finished product
HRIPT test, an independent dermatological test centre in Jakarta, December 2020 · n=49
- Testing centre
- an independent dermatological test centre in Jakarta
- Study investigator
- —
- Report number
- 089B/L-SPF/XII/2020
- Subjects who completed the test
- 49 people
The full index
Every product, and what sits behind its claims
Open a product to see its claims, the study each one came from, and how many people took part.
19 products · 156 claims
Gentle Face Wash
Clinical test128people5 claims
Clinical testHRIPT test, an independent dermatological test centre in Jakarta, December 2020 · n=4949 people
- HRIPTa dermatologist-supervised repeat patch test on the finished product
- —An MCII of 0.012, well below the test's 0.25 threshold
- —No sensitisation recorded in the challenge phase
Satisfaction surveyConsumer satisfaction survey 2022, n=128128 people
- 96%of Mamas felt their skin was more moisturised and softer
- 83%of Mamas felt their skin looked brighter after washing
Baby & Kids Toothpaste
Usage test32people18 claims
Usage testConsumer use test 2023, n=3232 people
- 91%of Mamas agreed they would swap their child's current toothpaste for this one
- 94%The 2023 test, agreed their child liked this toothpaste
- 88%The 2023 test, agreed it helps clean their child's teeth and gums
- 88%The 2023 test, were satisfied with this toothpaste for their child's brushing
- 88%The 2023 test, agreed their child liked the scent of the toothpaste
- 88%The 2023 test, agreed their child liked the taste of the toothpaste
- 84%The 2023 test, agreed it helps their child's breath feel fresher
- 84%The 2023 test, agreed their child liked the texture of the toothpaste
- 78%The 2023 test, agreed it helps reduce the look of plaque on teeth
Usage testConsumer use test 2022, n=2828 people
- 93%of Mamas agreed it helps their child's teeth and gums feel cleaner
- 93%of Mamas agreed it helps their child's breath feel fresher
- 93%Teeth and gums, agreed it helps clean food and debris from teeth and gums
- 93%Teeth and gums, agreed it helps reduce the look of plaque on teeth and keep it from building up
- 93%Teeth and gums, agreed their child seemed to enjoy brushing more after using it
- 100%Texture, lather and packaging, agreed their child liked the texture of the toothpaste
- 96%Texture, lather and packaging, agreed their child liked the packaging design
- 89%Texture, lather and packaging, agreed their child liked how much it lathered
No studyA fact about the formula or about sales volume, not a test result
- 0%fluoride in the formula
Baby Body Cream
Usage test30people9 claims
Usage testConsumer use test 2024, n=3030 people
- 97%Texture and use, liked the texture
- 90%Texture and use, liked how easily it spread
- 90%Texture and use, liked the way it absorbed into their baby's skin
- 90%Texture and use, liked this lotion overall
- 90%Texture and use, were satisfied with how it performed
Usage testConsumer use test 2022, n=2929 people
- 100%of Mamas agreed it helps moisturise their baby's skin
- 97%of Mamas agreed it helps their baby's skin feel softer
- 90%On your baby's skin, agreed their baby's skin felt more supple
- 90%On your baby's skin, liked this baby body lotion overall
Baby Hair Vitamin Lotion
Usage test30people8 claims
Usage testConsumer use test 2024, n=3030 people
- 97%In use, agreed it absorbed easily
- 97%In use, agreed it was easy to spread
- 93%In use, liked how it performed
- 90%In use, were satisfied with how it performed
- 87%In use, liked the scent
Usage testConsumer use test 2022, n=2828 people
- 96%of Mamas agreed it helps moisturise their baby's scalp
- 96%of Mamas agreed it helps their baby's hair feel softer
- 89%Hair and scalp, agreed their baby's hair smelled nicer
Stretch Mark Oil
Usage test35people13 claims
Usage testConsumer use test 2026, n=3535 people
- 91%of Mamas agreed the oil did not feel sticky on the skin
- 91%of Mamas agreed the oil felt comfortable on the skin
- 89%of Mamas agreed their skin felt better hydrated after use
- 89%On the skin, felt a soothing sensation as they applied it
- 80%On the skin, agreed the formula felt luxurious on the skin
- 100%Daily routine, felt comfortable using it before bed
- 97%Daily routine, agreed a night-time routine with it helped them feel more comfortable as they slept
- 94%Daily routine, felt comfortable using it during the day
- 91%Daily routine, found this stretch mark routine enjoyable and satisfying
- 86%Daily routine, felt the routine gave them a moment to relax that helped them feel less stressed
- 97%The two-layer formula, rated the two-layer formula as unique and different from other stretch mark products
- 97%The two-layer formula, rated the two-layer formula as innovative compared with other stretch mark products
- 100%The two-layer formula, said they were satisfied with the product after 5 days of use
Stretch Mark Serum
Usage test29people9 claims
Usage testConsumer use test 2022, n=2929 people
- 90%of Mamas agreed it helps skin feel more moisturised
- 83%of Mamas agreed it helps skin look smoother and more moisturised
- 83%of Mamas agreed it helps the skin over the stretch mark area look brighter
- 90%The look of stretch marks, agreed their stretch marks looked less noticeable
- 83%The look of stretch marks, agreed the skin over their stretch marks looked brighter
- 76%The look of stretch marks, agreed dark spots over the stretch mark area looked less noticeable
- 83%Skin tone and texture, agreed their skin tone looked more even
- 79%Moisture and comfort, agreed the stretch mark area looked less red
- 76%Moisture and comfort, agreed it gives the skin a comfortable feeling
Baby Natural Shampoo
Usage test30people7 claims
Usage testConsumer use test 2024, n=3030 people
- 100%of Mamas liked how it performed
- 97%of Mamas liked how easily it rinsed out
- 100%Overall, were satisfied with how it performed
- 97%Texture, scent and lather, liked the scent
- 97%Texture, scent and lather, liked the texture
- 97%Texture, scent and lather, liked the colour
- 87%Texture, scent and lather, liked how much it lathered
Daily Nourishing Face Cream
Usage test30people5 claims
Usage testConsumer use test 2022, n=3030 people
- 83%of Mamas agreed it helps moisturise a baby's facial skin
- 83%of Mamas agreed it helps keep a baby's facial skin smooth
- 83%of Mamas agreed it helps nourish and protect a baby's skin barrier, so the skin stays moisturised and does not feel dry or flaky
- 70%On your baby's face, agreed their baby's facial skin looked and felt less irritated
- 70%On your baby's face, agreed it felt suitable for their baby's sensitive skin
Refreshing Feminine Wash
Usage test30people4 claims
Usage testConsumer use test 2022, n=3030 people
- 90%of Mamas agreed it helps reduce unpleasant odour
- 87%of Mamas agreed the intimate area felt clean and fresh after use
- 77%of Mamas agreed the intimate area felt more moisturised and less dry
- 77%Comfort, agreed the intimate area felt more comfortable
Advanced Brightening Serum
Usage test30people4 claims
Usage testConsumer use test 2022, n=3030 people
- 93%of Mamas agreed it helps skin look brighter after use
- 90%of Mamas agreed it helps skin feel more moisturised
- 83%of Mamas agreed it helps skin texture feel smoother
- 80%Brightness and skin tone, agreed their skin tone looked more even
Dry Serum Deodorant
Usage test30people3 claims
Usage testConsumer home use test 2023, n=3030 people
- 97%of Mamas felt underarm odour was reduced while using it
- 80%of Mamas felt their underarms stayed fresh through the day
No studyA fact about the formula or about sales volume, not a test result
- 0%aluminium in the formula
Treatment Shampoo (Shampoo Mama)
Usage test39people3 claims
Usage testConsumer home use test 2025, n=39, on the Treatment Shampoo & Conditioner pair39 people
- 8 in 10Mamas agreed they like the shampoo
- 9 in 10Mamas were satisfied with how the product performs
- 9 in 10Mamas liked the texture
Treatment Conditioner (Conditioner Mama)
Usage test39people3 claims
Usage testConsumer home use test 2025, n=39, on the Treatment Shampoo & Conditioner pair39 people
- 9 in 10Mamas agreed they like the conditioner
- 9 in 10Mamas were satisfied with how the product performs
- 9 in 10Mamas liked the texture
Non-Fluoride Toothpaste
Satisfaction survey62people14 claims
Satisfaction surveyConsumer satisfaction survey 2022, n=6262 people
- 93%of Mamas felt comfortable using it, with no nausea
- 89%of Mamas felt the mint was just right
- 80%Comfort during pregnancy, felt more comfortable while brushing
- 86%Taste and feel, felt their mouth was fresh after brushing
- 86%Taste and feel, liked the taste
- 85%Texture and scent, felt the texture was just right
- 80%Texture and scent, liked the scent
- 74%Texture and scent, felt the scent lasted a good while
- 95%Packaging, felt the packaging did not leak easily
- 95%Packaging, felt the label did not come off easily
- 94%Packaging, felt it was easy to carry anywhere
- 86%Packaging, felt the packaging was easy to use
- 83%Packaging, liked the shape of the packaging
No studyA fact about the formula or about sales volume, not a test result
- 0%SLS and fluoride in the formula
Stretch Mark Cream
Satisfaction survey78people13 claims
Satisfaction surveyConsumer satisfaction survey 2022, n=7878 people
- 100%of Mamas felt the texture was just right
- 98%of Mamas felt the product absorbed easily
- 97%of Mamas felt the product was comfortable to use and not sticky
- 91%The stretch mark area, felt their stretch marks looked less visible
- 88%The stretch mark area, felt fewer new stretch marks appeared while they used it
- 88%In use, felt a cooling sensation after applying it
- 91%Skin and scent, liked the scent
- 85%Skin and scent, felt the scent lasted a good while
- 99%Packaging, felt the packaging was easy to use
- 99%Packaging, felt it was easy to carry anywhere
- 99%Packaging, felt the label did not fade easily
- 98%Packaging, felt the packaging did not leak easily
- 97%Packaging, liked the packaging design
Daily Protection Face Moisturizer
Satisfaction survey103people12 claims
Satisfaction surveyConsumer satisfaction survey 2022, n=103103 people
- 95%of Mamas felt their skin was more moisturised and softer
- 94%of Mamas felt this product suited their skin
- 88%How skin felt, felt their skin was protected when they were out in the sun (SPF 20)*
- 94%Texture and use, felt the texture was just right
- 92%Texture and use, felt it absorbed easily
- 92%Texture and use, felt it was not sticky
- 90%Texture and use, liked the scent
- 97%Packaging, felt the packaging did not leak easily
- 97%Packaging, felt it was easy to carry anywhere
- 97%Packaging, felt the label did not come off easily
- 96%Packaging, felt the packaging was easy to use
No studyA fact about the formula or about sales volume, not a test result
- SPF 20 PA++medium sun protection, from mineral UV filters (zinc oxide and titanium dioxide)
Intensive Nipple Cream
Satisfaction survey74people11 claims
Satisfaction surveyConsumer satisfaction survey 2022, n=7474 people
- 96%of Mamas felt dry nipple skin became softer
- 93%of Mamas felt the skin on their nipples looked smoother
- 98%of Mamas felt the texture was gentle in use
- 92%Nipple skin, felt their nipples were more comfortable while breastfeeding
- 95%Before a feed, felt it suited sensitive skin
- 90%Texture and scent, liked the scent
- 99%Packaging, felt it was easy to carry anywhere
- 98%Packaging, felt the label did not fade easily
- 96%Packaging, felt the packaging was easy to use
- 96%Packaging, felt the packaging did not leak easily
- 94%Packaging, liked the packaging design
Baby Diaper Cream
Satisfaction survey103people11 claims
Satisfaction surveyConsumer satisfaction survey 2022, n=103103 people
- 95%of Mamas felt their baby's skin was more moisturised after use
- 97%of Mamas felt the texture was not sticky
- 97%of Mamas felt the texture was comfortable in use
- 96%On your baby's skin, felt it suited their baby's sensitive skin
- 97%Texture and scent, felt the scent suited their baby and was not too strong
- 94%Texture and scent, liked the scent
- 91%Texture and scent, felt the scent lasted well
- 95%Packaging, felt the packaging made the product more practical to use
- 95%Packaging, felt the packaging did not leak or spill easily
- 94%Packaging, felt the label did not fade easily
- 94%Packaging, liked the packaging
Almond Milk Powder
Satisfaction survey114people4 claims
Satisfaction surveyConsumer satisfaction survey 2022, n=114114 people
- 97%of Mamas liked the taste of the product
- 89%Taste, scent and packaging, liked the scent
- 88%Taste, scent and packaging, liked the shape of the packaging
No studyA fact about the formula or about sales volume, not a test result
- 27.5%almonds in the formula
Why we publish this page
A percentage with no source tells you very little. “90% of Mamas agree” can mean nine people out of ten or nine hundred out of a thousand, and those say very different things.
So every figure on this site carries its number of respondents, its year and its method. This page gathers them in one place to be checked together, rather than one product page at a time.