Diaper Balm Tube Enables Mess-Free Application, Inspires Children’s Creativity

A fully recyclable push-up paperboard tube not only allows both parent and toddler to easily apply product, but also encourages play and can be reused in clever ways.

EmBeba is using a fiber-based, push-up tube for its debut product, Don't Be Rash Diaper Balm.
EmBeba is using a fiber-based, push-up tube for its debut product, Don't Be Rash Diaper Balm.

When family skincare company EmBeba began development of its first product, Don’t Be Rash Diaper Balm, in 2019, the design of the packaging was as important as the product in delivering a safe, clean, and effective experience for parents and babies.

EmBeba founder and CEO Thai-Anh Hoang was inspired to launch the company after being given a balm for her daughter’s sensitive skin by a relative in Bosnia that was made using ingredients from her garden. The balm contained soothing, skin-nourishing, anti-inflammatory herbs and flowers that helped protect the baby’s sensitive skin from moisture while wearing a diaper.

“That’s where the first seed was planted—why don’t we share this recipe with others who have this issue?” Hoang recalls. “I quickly discovered there are any number of generational skin remedies from a variety of different cultures, typically based on soothing natural ingredients. So we decided to create a generation-tested, family-approved line of remedies for skin-sensitive families who want a product that is based on homemade balms but is easy and convenient to apply.”

The balm is made from all natural ingredients, including arnica flower, rosemary, peppermint leaf, calendula, olive oil, and eucalyptus.The balm is made from all natural ingredients, including arnica flower, rosemary, peppermint leaf, calendula, olive oil, and eucalyptus.Hoang shares that one of her pet peeves as a parent to a newborn and toddler is how messy and hard it is to apply existing diaper cream products onto a squirming child. In designing the packaging for EmBeba, providing that ease of application—while at the same minimizing packaging waste—was the challenge. “The packaging had to be sustainable, multifunctional, and toddler-friendly, all of which were very hard to do when we started conceptualizing in 2019,” Hoang says.

Among the requirements for the package, EmBeba wanted a design that was small enough to fit in a child’s hand so they could play with it while the parent applied the formula—“a sensory experience and a good distraction all in one!” says Hoang. The company also wanted a package that would make it easy for the child to apply the product themselves once they got a bit older and that could withstand usage by a child, such as opening, closing, twisting, dropping, etc.


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