Revolutionising Baby Skincare: The Doctor-Led Startup Putting Science First
The first few years of a child’s life are regarded as critical for their growth and development in India. Oftentimes, skincare does not enter the conversation. As areas like feeding, immunity and learning emerge, skin health may remain an afterthought left to practices and products steeped in tradition.
EDA Baby & Child, a dermatology-founded startup by Dr. Sonali Kohli, recognizes that fact, and is changing the game. By marrying clinical research + insight, this innovation led brand is able to reimagine baby skincare for the Indian context, while offering better standards in a category dominated by foreign multinationals.
The Origin: A Personal Problem Sparked a National Solution
Dr. Sonali Kohli, a board-certified dermatologist with over 10 years of clinical experience, discovered the gap in the baby skincare space during the birth of her own child during the COVID-19 pandemic. Feeling defeated by the lack of suitable products for Indian skin, water, and climate, she discovered most of the international products were created in the temperate climate of the western world and also for lighter skin.
It was from that personal pain point, she created EDA Baby & Child– India’s first science-backed baby skincare brand to consider the environmental and genetic realities of living in India.
Science-Backed Formulations, Indian Relevance
The startup spent 2 years researching how baby skin behaves in climates across India, from the humid southern coastal area to the dry northern plains. In the end, EDA Baby & Child created a suite of pH-balanced, ceramide-based products made for Indian babies whose skin is 40% thinner than an adult’s skin, plus more susceptible to pollution, allergens, and hard water.
“Imported products weren’t addressing eczema, irritation, or dryness common among Indian infants,” says Dr. Kohli. “We needed formulations grounded in clinical science but created for our environment.”
AM-PM Skincare, Designed for Indian Routines
EDA’s flagship offering is a day-night regimen that aligns with the skin’s natural circadian rhythm. Morning products focus on cleansing and protection, while nighttime products support repair and moisture retention. Even the product formats are inspired by Indian traditions—such as their bath oil that replaces traditional massage oils while adding gentle cleansing properties.
Operational Innovation: Packaging as a Competitive Edge
Co-founder Rohan Rai, who brings 15+ years of experience in pharmaceutical packaging, has turned packaging into a science of its own. Their Smart Dosage Pump dispenses exactly 2.5ml—minimizing waste and preventing over-application on delicate infant skin. This has led to a 43% reduction in product waste and fewer skin reactions.
Additionally, all packaging is sustainable, FSC-certified, and fully recyclable—aligning with the brand’s environmental and safety-first philosophy.
Building Trust Through Medical Credibility
Unlike D2C-first brands chasing influencer trends, EDA has grown organically through medical trust. Over 60% of early users discovered the products via pediatric dermatologists or through word-of-mouth in parent WhatsApp groups. “When a doctor recommends our product, it converts at 4x the rate of ads,” says Dr. Kohli.
Strategic Scale: Online Reach, Offline Expansion
Currently, 40% of sales come from the brand’s own website, while 35% flows through Amazon, reaching deeper into Tier 2 and Tier 3 markets. EDA is also building a select offline presence in premium baby stores and pharmacies—expanding across four cities in just four months.
Their omni-channel model balances scale with credibility, making high-quality skincare accessible across geographies.
Carving Out a New Category in an ₹8,000 Crore Market
India’s baby and child wellness sector, valued at ₹8,000 crore and growing at over 14% CAGR, has long relied on legacy players and foreign brands. EDA aims not just to compete—but to redefine the space.
“Our products are 4x more concentrated than legacy brands,” explains Rohan. “That brings the effective cost per use down by nearly 30%, despite being premium priced.”
With a repeat purchase rate of 89%, the brand’s value proposition—clinically tested, culturally aligned, environmentally responsible—is clearly resonating.
From Skincare to a Full Pediatric Wellness Ecosystem
EDA’s ambitions go far beyond skincare. The founders are already working on extending into oral hygiene, nutritional supplements, and adolescent skincare—creating India’s first integrated, science-led pediatric wellness platform.
In parallel, EDA is investing in QR-based traceability to provide parents with batch-level transparency and anti-counterfeit assurance—raising the bar for safety and accountability in Indian consumer health brands.
