Starting Early, And Young

Dr. Ami Shsh Nagarajan, 38, a specialist in integrative medicine who lives in Manhattan, estimates that she spends $150 a month on Mustela and California Baby products for her 3-year-old twins. “I spend more on my kids than I do for myself,” she said. “It’s worth it to me to get something pure for them.”

While Dr. Nagarajan said she was mindful of using beauty products with minimal chemicals even before she had children, other mothers have become more conscientious after giving birth.

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