The natural ingredients now include olive oil, camomile oil and vanilla.[1] When it was reformulated in 2008 to remove preservative parabens and other petrochemicals, sales increased significantly as mothers started to use it themselves, in place of expensive face cream.[2][3] As the word spread through parenting websites, with many women praising its softening and firming effect, the product sold out at many stores.[4] In 2008, the product sold eight years worth of stock in just four months following this buzz.[5] Enthusiasm for the balm continued, and in 2011, it was announced to be Waitrose's best-selling skincare product.[1] It is produced in Hampshire.[2]
People living in New Zealand made special arrangement to have it shipped to them and, in 2014, the luxury supermarket chain, Nosh, started stocking it.[6] In 2016, Waitrose started exporting the product to China.[7]
