As modern parents navigate an overwhelming marketplace of baby products, many are embracing a different approach: simplicity. According to Austrian midwife Sarah Lares, founder of The Midwife in Vienna, more families are seeking products with fewer ingredients, clearer sourcing, and a more intentional approach to newborn care.
"For many years, the trend was to offer parents more choices, more features, and more products," said Lares. "Today, many mothers and fathers are looking for something different. They want to understand what they are using, why it was made, and whether it truly belongs in their baby's daily routine."
Drawing on nearly two decades of hands-on experience supporting women through pregnancy, birth, and postpartum recovery, Lares says the shift reflects a growing desire for trust and transparency. Long before newborn care became a global industry, families relied on simple routines and carefully selected products. Those traditions continue to influence maternity care throughout much of Europe today.
At The Midwife in Vienna, that philosophy guides every aspect of product development, from ingredient selection to packaging decisions. The company's formulations are intentionally minimalist and designed to support mothers and babies without unnecessary additives, synthetic fragrances, or overly complicated ingredient lists. "We often tell parents that they don't need dozens of products," Lares said. "What they need are a few thoughtfully chosen products they can trust."
One example of this trend is the growing interest in alternatives to plastic packaging, particularly for products used during a newborn's earliest days. While plastic remains common throughout the baby care industry, glass continues to be widely used and trusted across Europe because of its durability, recyclability, and purity. Many parents appreciate glass as a simple, traditional packaging choice that aligns with a more natural approach to newborn care.
This philosophy is reflected in Baby's First Bath, one of The Midwife in Vienna's newest products available in the United States. Packaged in glass and inspired by traditional European newborn bathing practices, the product was created to help parents approach one of their baby's earliest milestones with calm, confidence, and care. "Glass has long been a trusted choice in Europe, especially for products intended for babies and young children," said Lares. "It reflects the same values that guide our formulations: simplicity, quality, and thoughtful design."
The Midwife in Vienna's growing collection of products is designed to support both mothers and babies during some of life's most important moments. In addition to Baby's First Bath, families can also find Baby's Bottom Ointment, created to provide gentle care for delicate skin, and Nipple SOS, a maternity ointment inspired by traditional European midwifery care. All three products are currently available on OneLavi.com, the online destination for beauty, health, and wellness products.
As the company continues its U.S. expansion, Lares believes the trend toward simplicity is only beginning. "Parents today are incredibly thoughtful," she said. "They are asking better questions, reading labels more carefully, and making decisions that align with their values. We believe simplicity, transparency, and trust will continue to shape the future of newborn care."
