Burt's Bees Baby
Rated: Good
Price: $
Location: USA
Quick verdict
Best for eco-conscious parents seeking affordable, GOTS-certified organic cotton babywear with wide retail availability. The brand stands out by offering genuine organic certification at near-parity pricing with conventional brands. A 5-pack of organic bodysuits costs just ~$22.95. The key caveat: The brand is also a licensing deal operated by Ayablu, Inc.: not directly by Burt's Bees/Clorox.
Key info
- Headquarters
- Fairfield, Connecticut, USA
- Founded
- 2012
- Product categories
- Family
- Price range
- $
- Key certifications
- GOTS (verified in GOTS database under Ayablu Inc.)
Burt's Bees Baby sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
The entire product line uses 100% GOTS-certified organic cotton, verified in the GOTS database. Newer lines include honeysoft™ lyocell (TENCEL-branded eucalyptus fibre) and polarbee™ Repreve® 100% recycled polyester microfleece. Non-toxic, GOTS-approved dyes with no flame retardants, PVC, heavy metals, or phthalates.
Products primarily manufactured in India, flagged as a country with extreme risk of labour abuse. No publicly available Code of Conduct, no published factory list, and no evidence of investigating or reporting safety incidents. GOTS provides baseline labour protections but independent labour disclosure is minimal.
Organic cotton saves an estimated 56 gallons of water per bodysuit. Manufacturing factories reportedly use solar energy. Packaging uses 100% recycled or FSC-certified materials with soy-based ink. However, no GHG emission reduction targets, no published carbon footprint, and no circularity or take-back programmes.
Clearly communicates GOTS certification and material choices, and traces most of its supply chain. However, no public sustainability report, no factory list, no Code of Conduct, and no quantitative environmental data. The licensing relationship with Burt's Bees/Clorox (via Ayablu, Inc.) is not prominently featured.
One of the most affordable GOTS-certified organic baby brands on the market. Two-piece pyjamas ~$22.95, 5-pack bodysuits ~$22.95 (~$4.59 each), flash sales as low as $5. This pricing democratises organic babywear.
What they do well
- Genuine GOTS certification across the full product line, verified in the GOTS database. The gold standard for organic textiles covering fibre content, processing, and basic labour standards
- Affordable organic pricing that democratises sustainable babywear. A 5-pack of organic bodysuits at ~$22.95 puts them near parity with conventional brands
- Material innovation beyond cotton with honeysoft™ lyocell (TENCEL) and polarbee™ Repreve® recycled microfleece showing expansion into additional sustainable fibres
- Award-winning softness and quality, Won the Cribsie Award for Snuggliest & Softest PJs four consecutive years (2016–2019)
Room for improvement
- Labour transparency is the biggest gap. " No published Code of Conduct, no factory list, no auditing transparency, and production in India (flagged for extreme labour risk).
- No environmental targets or impact reporting. Despite marketing sustainability, the brand provides no quantitative data on carbon emissions, water usage, or waste reduction. No circularity programmes despite the fast-outgrown nature of baby clothes.
- Opaque corporate structure. Many consumers assume this is part of the Burt's Bees/Clorox brand, but Ayablu, Inc. Is an independent licensee. This structure and its accountability implications are not prominently communicated.
About Burt's Bees Baby
Burt's Bees Baby launched in July 2012 as a licensing venture between Burt's Bees, Inc. (owned by Clorox since a $925M acquisition in 2007) and Ayablu, Inc. a children's products company founded by industry veterans Michelle Pergament Visser (CEO) and Maria Nyline-Asker (President). Headquartered in Fairfield, Connecticut, the brand initially launched at Target and BuyBuy Baby before expanding to Amazon, Walmart, Nordstrom, and its own DTC site.
The core line features 100% GOTS-certified organic cotton, combed and ring-spun for durability and softness. Newer innovations include honeysoft™ lyocell (TENCEL-branded eucalyptus fibre) for pyjamas and polarbee™ fleece from Repreve® 100% recycled polyester. All thread is recycled polyester, and buttons are made from recycled plastic bottles.
Manufacturing occurs primarily in India, with GOTS certification providing baseline labour and environmental standards. Factories reportedly use solar energy. Pricing ranges from $5 to $50 for most items, making it one of the most accessible GOTS-certified organic baby brands available.
Product highlights
Beekeeper™ Wearable Blanket
Signature lightweight (0.5 TOG) organic cotton sleep sack with reverse zipper for easy diaper changes; dozens of prints
~$24.95–$34.95
Safer-sleep essential in GOTS-certified organic cotton at a competitive price
Bee Essentials 5-Pack Short Sleeve Bodysuits
Five organic cotton bodysuits with lap shoulder neckline, nickel-free reinforced snaps, and flatlock seams
~$22.95 (~$4.59 each)
Exceptional value. Organic basics at conventional pricing
Two-Piece Snug Fit Organic Cotton Pyjamas
Available 12M–12Y with hand-painted prints and non-slip foot grips; snug fit eliminates chemical flame retardants
~$15–$22.95
Four-time Cribsie Award winner for Snuggliest & Softest PJs
honeysoft™ Lyocell Pyjamas
TENCEL-branded lyocell/organic cotton blend; softer and stretchier than standard cotton, from eucalyptus
~$22.95–$26.95
Innovation showing expansion beyond cotton into next-generation sustainable fibres
![10 Best Sustainable & Organic Baby Clothes Brands [2025]](/images/blog/organic-baby-clothes.webp)
