Bath & body
Skin & repair
Hair & scalp
Sun & outdoor
Gift sets
Born in a Joo Chiat kitchen, for skin that reacts to everything
Bumi Baby started in 2018 when our founder Hidayah Rahim could not find a single wash that did not leave her son’s eczema worse by morning. A pharmacist by training, she began blending small, fragrance-free batches at home in Joo Chiat, testing each one on the fussiest skin she knew.
What began as a fix for one baby grew into a tight, considered range — built around plant-first formulas, derm-tested and made for the dryness, heat and rashes that come with raising a baby in Singapore. We never chased a hundred products; we kept the dozen that genuinely earn their place in a routine.
Today Bumi Baby is trusted by more than 40,000 Singapore families, but the rule has not changed: if it would not be gentle enough for Hidayah’s own children, it does not carry our name.
The three rules behind every Bumi formula
Plant-first formulas
Oat, calendula and pure botanical oils — no SLS, parabens or synthetic dyes.
Derm-tested & paed-friendly
Every formula is dermatologically tested and reviewed for newborn-safe use.
Made for sensitive skin
Fragrance-free as standard, with eczema- and nappy-rash-prone skin in mind.
A small team that tries every batch
Hidayah Rahim Founder & formulator A pharmacist who started blending fragrance-free washes at home when nothing on the shelf suited her son's eczema.
Germaine Soh Head of product & safety Runs our derm-testing and ingredient reviews, and says no to far more formulas than she says yes to.
Arif Daniels Care & community lead The friendly voice on WhatsApp who helps new parents pick a routine and sort the odd reaction.
Visit the studio at 33 Joo Chiat Road, Singapore 427364
Swatch the textures, smell how little they smell, and let us talk you through a routine. Paya Lebar MRT (CC9/EW8), 6-minute walk.
Find us & say hello