Ivory Snow Newborn baby liquid laundry detergent is specially formulated to be gentle on delicate skin and cleans better than the leading free detergent. With a legacy of over 90 years and the title of the #1 pediatrician recommended baby detergent brand, Ivory Snow has been the trusted choice of countless new parents and baby shower gifters.Wrap your newborn baby in the comfort of snug and cozy fabrics that have been lovingly washed with Ivory Snow's hypoallergenic formula. Ivory Snow is tough on infant stains and odors, like milk and spit-up, yet gentle on sensitive skin. Ivory Snow strikes the perfect balance to ensure your baby's clothes are beautifully clean without the worries. Ivory Snow's dermatologist-tested scent is carefully crafted for sensitive skin with delightful freshness experience, and made with NO added chlorine, dyes, or phosphates.When you choose Ivory Snow Newborn baby liquid detergent, you can have peace of mind knowing that you're selecting a product that not only keeps your baby's clothes feeling incredibly comfortable but also leaves them smelling fresh and pleasant, wash after wash. For an extra boost of baby freshness that lasts up to 6 times longer*, add Ivory Snow laundry scent booster beads to your laundry routine. Ivory Snow laundry scent booster beads infuse each load with a burst of long-lasting fragrance, ensuring that your baby's clothes remain irresistibly fresh.*from wash until wear vs. leading liquid detergent alone.