The ATTITUDE Story: We’ve all heard people say that their best ideas are often given life under soap bubbles and alongside loofah scrubbers. That's where our journey begins, too – in the shower. But instead of just being inspired by a riveting rendition of "Rubber Ducky" and warm water, we created a company by literally contemplating what happens when we innocently want to wash away the day.

The ATTITUDE Little Ones product range was developed with uncompromised safety in mind and is made with worry-free ingredients. While cancer-causing chemicals, mutagens and reproductive toxins are still legally tolerated contaminants in hair care products, you won’t find them in ours. It has been specially formulated to be extra soft on little ones.

* Carcinogen free ingredients or by-products. * Vegetable-based and biodegradable. * Certified eco-friendly by EcoLogo. * Fragrance derived from natural ingredients, hypoallergenic. * Vegan & Not tested on animals.