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Skincare brand accepted into the Sensitive Choice programme

Media Statement
19 November 2012

Kiwi skincare brand accepted into the Sensitive Choice® programme

Auckland based natural skincare manufacturer Made4Baby has had its commitment to purity recognised by becoming the first New Zealand skincare brand to be accepted as a partner by Sensitive Choice®, a programme that helps identify products and services that offer benefits to asthma and allergy sufferers.

“It’s a great honour for us to be included in this select programme”, says Made4Baby creator Rebecca McLeod. “Our entire philosophy is based around a commitment to using the highest quality natural ingredients so to be the first New Zealand skincare brand to carry the blue butterfly is really satisfying.

A leading advocate of consumer choice in Australia and New Zealand, Sensitive Choice® is identified by a blue butterfly logo. The programme is a collaboration between the Asthma Foundation of New Zealand and the National Asthma Council Australia. Made4Baby will be a New Zealand partner.
Before they can display the Sensitive Choice® blue butterfly, companies must satisfy an independent panel of experts from the National Asthma Council Australia that the products do no harm and may offer benefits to people with asthma and allergies.
“The criteria are very stringent and products are thoroughly examined with rigor by various experts to ensure the Sensitive Choice accreditation maintains a high level of integrity. Many applications are not successful,” says Jennifer Smyth, Sensitive Choice co-ordinator.

“We are delighted to be able to welcome the first New Zealand skincare range into the Sensitive Choice® family,” said Angela Franics, Asthma Foundation chief executive. “With asthma and allergies affecting an estimated one in four children in New Zealand, Sensitive Choice® is designed to give consumers confidence that what they are buying may improve the health and wellbeing of their families.”


About Made4Baby

Mabe4Baby was created by Rebecca McLeod in 2007 as a response to the inability to source chemical-free baby products in New Zealand. Rebecca worked at the Organisation of Economic and Co-Operative Development (OECD) in Paris for more than a year studying the impacts of chemicals on the skin. Made4Baby products use natural ingredients.

About Sensitive Choice

Sensitive Choice® helps you make better lifestyle choices that may help you manage your asthma and allergies more effectively.

The Sensitive Choice® programme is offered by the Asthma Foundation of New Zealand and the National Asthma Council Australia.Sensitive Choice® helps you identify companies that are committed to reducing asthma and allergy triggers.

The Sensitive Choice® programme has a large target audience. One in four Kiwi kids and one in six adults have asthma, that’s over 600,000 people. We receive many enquiries from families and people with asthma wanting to know how to reduce their asthma symptoms.

For more information visit the Asthma Foundation’s website -

About the Asthma Foundation

The Asthma Foundation is New Zealand’s sector authority on asthma and other respiratory illnesses.

We advocate to government and raise awareness of respiratory illnesses, fund research for better treatments and educate on best practice. We provide resources on our website and support our affiliated asthma societies and trusts in providing education, support and advice.

For more information, visit the Asthma Foundation’s website at

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