At a fraction of the price of expensive beauty heavyweights, the own-brand Baby Bottom Butter at only £2.49, is being extolled by online fans* as “phenomenal”. Such has been the demand that Waitrose sold out across many of its stores. Mums fear not, extra stock is on its way. Waitrose has seen sales of ‘natural’ baby toiletries soar 38% year on year, compared to a growth of 4% amongst standard baby toiletries. This follows the supermarket’s decision to remove parabens, petrochemicals and colours from its own-label baby toiletries, all of which feature highly in The Organic Salon’s ‘10 Things to Avoid in Cosmetic Products’. Says Waitrose Baby Care Buyer Jo Maclaine, “Our Baby Bottom Butter is selling as fast as we can stock our shelves! It’s fantastic that our natural baby toiletries have triggered such an overwhelming response from mums. It seems that the botty butter gives softer cheeks wherever they are!“The feedback we have had has been amazing and proof that looking good does not have to cost the earth. It seems that Waitrose Baby Bottom Butter really is the new face of 2008.”