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Story Behind Cloud Island Essentials

Story Behind Cloud Island Essentials

Designed with love. Made without compromise.

Robin Beck, Target chemist & mom, worked with hundreds of parents over two years to develop Cloud Island Baby Essentials. She went into their homes to understand & solve the challenges in diapering, feeding & bathing. We set out to create baby essentials that deliver trusted care at incredible prices. We are constantly listening to our guest’s feedback & creating affordable solutions to everyday problems.

Behind the scenes

Inspired by real families We spent two years listening to the needs of hundreds of parents. Every product was thoughtfully designed to solve what they needed most.

Our research process Real parents tested our concepts. Afterwards, we asked them things like: "Is this diaper soft enough?" & "What do you think of the fit?" We then used their feedback to create the best possible products.

Better for Baby Our research led to products that actually do what they need to do, with carefully chosen ingredients & at prices parents can afford.

Diapers that deliver

Tri-WrapTM fold There’s no typical middle crease, which allows the diaper to cradle closely to Baby’s body for powerful leak protection (size 3 and up). What’s in it & why Every package includes a handy list of key ingredients found in our diapers & why they’re included.
Better for the Earth The fluff in our diapers is made from FSC®-certified wood pulp, which promotes environmentally, socially & economically responsible management of the world’s forests.

Sensitive care wipes

Plant-based A common complaint from parents is that wipes give their babies a rash. Ours were designed with 99% water & plant-based ingredients, so they are as hypoallergenic as possible. We’ve kept out common irritants & included a touch of organic coconut oil for moisturizing.
Sensitive skincare For babies with eczema or severe sensitive skin conditions, finding wipes that are non-irritating can be a challenge. Our wipes carry the National Eczema Association Seal of Acceptance™, so you can be confident that our wipes won’t expose your baby to ingredients that may lead to skin irritation.

Care meets comfort

Gentle toiletries Parents want gentle toiletries for Baby’s delicate skin. Our products use trusted ingredients while still being effective. Cloud Island toiletries are made without phthalates & parabens. When fragranced, we use essential oils—a touch of lavender & citrus for a light, calming scent.
Effective & comfortable We heard from parents that gentle & tear-free bath products that keep Baby comfy were a top priority. Our products leave Baby feeling clean without drying their skin. Our diaper cream provides a plant-based barrier & zinc oxide to help protect against wetness.

Mealtime, less messy

Smart design details Our utensils have handy kickstands to keep it & the table clean. Kids said the metal heads made them feel grown up. Our bowls & plates have nonslip bottoms & high sides that make scooping food easier. Plus, they stack with Pillowfort dishes to cut down on clutter.
Better for Baby Parents told us they want to know what’s in any product that touches Baby. Cloud Island tableware is made without BPA, PVC & phthalates. Everything (including the bibs & placemats) is dishwasher safe, so you can wash it all quickly.

Explore Cloud Island Baby Essentials


*See offer details. Restrictions apply. Pricing, promotions and availability may vary by location and at Target.com.