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Check the ingredient label on most kids shampoos at a pharmacy or grocery store and the same flagged ingredients appear: synthetic fragrance, PEG-based thickeners, and in some formulations, preservatives that EWG's Skin Deep database links to formaldehyde release. The Environmental Working Group, known as EWG, is an independent nonprofit that rates personal care products in its Skin Deep® database. Johnson's Kids Shiny & Soft Shampoo and Suave Kids 2in1 Shampoo Conditioner both rate MODERATE HAZARD in that database. This article covers what EWG publishes about those ratings, why EWG VERIFIED® is the swap, and four EWG VERIFIED® kids shampoo alternatives verified in stock as of September 2026. NonToxicFinder is not affiliated with EWG.
For baby shampoo through age 2, see our non-toxic baby shampoo guide. For the full kids shampoo category roundup, including teen options, see our EWG VERIFIED® kids shampoo guide.
What EWG Skin Deep Flags About Conventional Kids Shampoo
EWG's Skin Deep database rates personal care products on a scale of 1 (low hazard) to 10 (high hazard), grouped into Low, Moderate, and High Hazard tiers. Both Johnson's Kids and Suave Kids fall in the MODERATE HAZARD range. Here's what EWG's ingredient data shows:
| Brand & Product | EWG Skin Deep Rating | Primary Flagged Ingredients |
|---|---|---|
| Johnson's Kids Shiny & Soft Shampoo | MODERATE HAZARD (Fair data) | Fragrance (Parfum), PEG-80 Sorbitan Laurate, Disodium EDTA |
| Suave Kids 2in1 Shampoo Conditioner, Strawberry Smoothers | MODERATE HAZARD (Fair data) | Fragrance (Parfum), PEG-150 Distearate, DMDM Hydantoin (select formulations) |
These are EWG's published ingredient hazard assessments, not safety determinations by NonToxicFinder. For current ratings and the ingredient-level breakdown, search the exact product name at ewg.org/skindeep. EWG notes that formulations change and updates its ratings accordingly.
Three ingredient categories account for the MODERATE HAZARD designation across these products:
- Fragrance (Parfum): EWG Skin Deep flags synthetic fragrance because manufacturers are not required to disclose the individual compounds in a fragrance formula. EWG notes that a single "Fragrance" listing on an ingredient label can represent dozens of undisclosed chemicals and cites allergenicity as a key concern.
- PEG compounds (PEG-80 Sorbitan Laurate, PEG-150 Distearate): EWG Skin Deep flags PEG-based ingredients for potential contamination with 1,4-dioxane, a by-product of the ethoxylation manufacturing process. EWG lists enhanced skin absorption as a secondary concern for PEG-containing formulas.
- DMDM Hydantoin (Suave Kids, select formulations): EWG Skin Deep describes DMDM Hydantoin as "an antimicrobial formaldehyde releaser preservative" and notes that people exposed to formaldehyde-releasing ingredients may develop a formaldehyde allergy or an allergy to the ingredient itself. This ingredient appears in some Suave Kids variants per EWG's ingredient database; ingredient formulations vary by product and scent. Check the specific variant at ewg.org/skindeep.
EWG also notes "Fair data availability" for both products, meaning the ingredient data used in the rating has coverage gaps. EWG's framework treats limited data availability as a concern in its own right.
Why EWG VERIFIED® Is the Swap
EWG VERIFIED® is EWG's mark for personal care and cleaning products that meet its strictest ingredient standards. To carry the mark, a brand must satisfy four criteria: full ingredient disclosure, avoidance of EWG's restricted chemicals, good manufacturing practices, and ongoing EWG review. The mark is separate from a Skin Deep score. A product can rate low-hazard on Skin Deep without being EWG VERIFIED®; the mark signals active enrollment in EWG's verification program.
For kids shampoo, EWG VERIFIED® means no synthetic fragrance, no PEG compounds, and no formaldehyde-releasing preservatives. Those are the specific ingredient categories that drive the MODERATE HAZARD designation in Johnson's Kids and Suave Kids. The swap is direct: EWG VERIFIED® picks avoid the ingredient categories EWG flags in the conventional products.
EWG VERIFIED® is not a safety guarantee and is not a claim made by NonToxicFinder. It reflects EWG's independent assessment that the product meets EWG's own ingredient standards. NonToxicFinder is not affiliated with EWG.
Kids Shampoo Alternatives Rated by EWG: 4 EWG VERIFIED® Picks and One Low-Hazard Option
All five products below were confirmed in stock on Amazon as of September 16, 2026. Prices reflect Buy Box pricing at the time of verification and may have changed. All four EWG VERIFIED® picks (two from ATTITUDE and two from Babo Botanicals) are confirmed enrolled in EWG's VERIFIED program. California Baby Super Sensitive is rated EWG Skin Deep Low Hazard and is labeled as such.
1. ATTITUDE Kids Shampoo & Body Wash, Vanilla & Pear (16 oz), EWG VERIFIED®
Price: $12.49 | EWG Status: EWG VERIFIED®
ATTITUDE's Kids Shampoo & Body Wash earns EWG VERIFIED® status, requiring full ingredient disclosure and avoidance of EWG's restricted chemicals. No synthetic fragrance, no PEGs, no parabens, no SLS. The 2-in-1 format covers shampoo and body wash for ages 3 and up. The Vanilla & Pear scent uses compliant fragrance ingredients that meet EWG's verification criteria, not the undisclosed synthetic fragrance that EWG flags in conventional formulas. At $12.49 for 16 oz, this is the most affordable EWG VERIFIED® option on this list.
ATTITUDE Kids Shampoo & Body Wash, Vanilla & Pear on Amazon →
2. ATTITUDE Baby 2-in-1 Shampoo & Body Wash, Fragrance-Free (16 oz), EWG VERIFIED®
Price: $10.00 | EWG Status: EWG VERIFIED®
Labeled "baby," this ATTITUDE formula works well for ages 2 through 6 as a transition product from baby to kids shampoo. It holds EWG VERIFIED® status with the same full-disclosure standard as the kids-specific line. Fragrance-free, no PEGs, no parabens, no SLS. For households that have already been using an ATTITUDE baby product and want to stay on EWG VERIFIED® ground through the early kids years, this is the direct continuation. At $10.00, it's the lowest-priced EWG VERIFIED® option on this list.
ATTITUDE Baby 2-in-1 Shampoo & Body Wash, Fragrance-Free on Amazon →
3. Babo Botanicals Fragrance-Free 2-in-1 Baby Shampoo & Wash (16 oz), EWG VERIFIED®
Price: $20.00 | EWG Status: EWG VERIFIED®
Babo Botanicals Fragrance-Free 2-in-1 Baby Shampoo & Wash earns EWG VERIFIED® status. That means full ingredient disclosure, avoidance of EWG's restricted chemicals, and ongoing EWG review, the same program standard as the ATTITUDE picks above. Botanical-based surfactants, no synthetic fragrance, no parabens, plant-derived cleansers. At $20.00 for 16 oz, it is the highest-priced EWG VERIFIED® pick on this list. A good option for households that want a botanical, fragrance-free formula with the full EWG VERIFIED® mark rather than just a low Skin Deep score.
Babo Botanicals Fragrance-Free 2-in-1 Baby Shampoo & Wash on Amazon →
4. Babo Botanicals Sensitive Baby 2-in-1 Shampoo & Wash, EWG VERIFIED®
Price: $14.50 | EWG Status: EWG VERIFIED®
Babo Botanicals Sensitive Baby 2-in-1 Shampoo & Wash also carries EWG VERIFIED® status. Formulated with calendula and chamomile alongside mild plant-based surfactants, it is designed for children with dry or reactive scalps. No synthetic fragrance, no parabens. At $14.50, it sits between the two ATTITUDE picks on price, and like them, it has completed the full EWG VERIFIED® program, not just a Skin Deep score.
Babo Botanicals Sensitive Baby 2-in-1 Shampoo & Wash on Amazon →
5. California Baby Super Sensitive Shampoo & Body Wash (19 oz), EWG Skin Deep: Low Hazard
Price: $32.99 | EWG Status: EWG Skin Deep: Low Hazard (not EWG VERIFIED®)
California Baby's Super Sensitive formula is one of the most established fragrance-free children's shampoos in the market and rates Low Hazard in EWG's Skin Deep database. No artificial fragrance, no SLS, no parabens. The "super sensitive" label signals a deliberately minimal ingredient list. California Baby has not enrolled in EWG VERIFIED®. At $32.99 for 19 oz, this is the highest-priced pick on the list. The formula is concentrated, and many users report the 19 oz lasting considerably longer than same-size conventional bottles.
California Baby Super Sensitive Shampoo & Body Wash on Amazon →
How to Make the Switch
Cost comparison
Johnson's Kids Shiny & Soft typically runs $5 to $7 for a 13.6 oz bottle. Suave Kids 2in1 runs roughly $4 to $6 for a 22.5 oz bottle. On a per-ounce basis, the EWG-rated options cost more:
- Johnson's Kids (~13.6 oz at $6): approximately $0.44/oz
- ATTITUDE Baby Fragrance-Free (16 oz at $10.00): $0.63/oz
- ATTITUDE Kids Vanilla & Pear (16 oz at $12.49): $0.78/oz
- Babo Botanicals Sensitive Baby (16 oz at $14.50): $0.91/oz
- Babo Botanicals Fragrance-Free (16 oz at $20.00): $1.25/oz
- California Baby Super Sensitive (19 oz at $32.99): $1.74/oz
For a child shampooed two or three times per week using a tablespoon per wash, a 16 oz bottle lasts roughly two to three months. The annual cost difference between a $6 bottle of Johnson's and a $12.49 bottle of ATTITUDE Kids works out to approximately $25 to $40 more per year, depending on frequency and how much product is used per wash.
Practical tips for switching
- Use what's on hand. Finish the current bottle before opening the replacement. There is no urgency to discard a product before it runs out.
- Start fragrance-free if your child has a reactive scalp. ATTITUDE Baby Fragrance-Free and both Babo Botanicals options are fragrance-free and designed for mild scalp types. ATTITUDE Kids Vanilla & Pear uses compliant fragrance that meets EWG VERIFIED® criteria if scent is a preference.
- Lather will be different. EWG VERIFIED® shampoos without SLS lather less than conventional formulas. This is expected behavior, not a quality indicator. A smaller amount cleans effectively; it takes one or two washes to calibrate how much to use.
- Look for Subscribe & Save options on Amazon to reduce the per-bottle price and simplify repurchase.
For the full comparison of EWG VERIFIED® options in the kids shampoo category, see our EWG VERIFIED® kids shampoo guide. For babies and toddlers under age 3, see our non-toxic baby shampoo guide. Working through conditioner too? See the matching kids conditioner swap.
Frequently Asked Questions
What does MODERATE HAZARD mean on EWG Skin Deep for a kids shampoo?
EWG's Skin Deep database uses a 1-to-10 numeric scale grouped into three tiers: 1-2 is Low Hazard, 3-6 is Moderate Hazard, and 7-10 is High Hazard. A MODERATE HAZARD rating means EWG's ingredient review identified concerns in one or more ingredient categories, most commonly synthetic fragrance, formaldehyde-releasing preservatives, or PEG-based compounds. These are EWG's ingredient hazard assessments, not clinical safety determinations. The "Fair data availability" note for both Johnson's Kids and Suave Kids signals that ingredient coverage gaps exist, which EWG treats as a separate concern in its scoring framework.
Is EWG VERIFIED® different from a low Skin Deep score?
Yes. EWG Skin Deep is a database that scores individual products based on ingredient hazard data. EWG VERIFIED® is a separate certification program that brands apply to join. It requires full ingredient disclosure, avoidance of EWG's restricted chemicals, good manufacturing practices, and ongoing EWG review. A product can rate low-hazard on Skin Deep without being EWG VERIFIED®. The VERIFIED mark signals active enrollment in EWG's program, not just a favorable score in the database.
Can my toddler use EWG VERIFIED® kids shampoo?
ATTITUDE Kids Vanilla & Pear is formulated for ages 3 and up. ATTITUDE Baby 2-in-1 Fragrance-Free (also EWG VERIFIED®) is designed for ages 2 through 6 and functions as a transition product from the baby category. Both Babo Botanicals picks are EWG VERIFIED® and work well for younger kids too. California Baby Super Sensitive rates Low Hazard on EWG Skin Deep and is not EWG VERIFIED®, but has a clean, minimal ingredient profile for sensitive scalps. For newborns through 24 months, see our non-toxic baby shampoo guide.
Why does the DMDM Hydantoin concern apply to only some Suave Kids formulations?
Suave Kids produces multiple variants: different scents, conditioning levels, and sizes. Ingredient formulations vary by variant, and DMDM Hydantoin does not appear in every Suave Kids product. EWG Skin Deep rates individual product variants, not the brand as a whole. To check whether the specific Suave Kids variant your household uses contains DMDM Hydantoin, search the full product name at ewg.org/skindeep.
What makes synthetic fragrance a concern in kids shampoo according to EWG?
EWG's Skin Deep database flags synthetic fragrance because manufacturers are not required to disclose the individual compounds in a fragrance formula. "Fragrance" or "Parfum" on an ingredient label can represent dozens of undisclosed chemicals. EWG cites allergenicity as the primary concern and notes that fragrance formulas may contain substances with limited safety data. The concern centers on ingredient opacity, not a single confirmed chemical outcome. EWG VERIFIED® addresses this by requiring that any fragrance ingredients meet EWG's full disclosure and restriction criteria.
Affiliate Disclosure: This article contains affiliate links. NonToxicFinder (Solved Labs LLC) may earn commissions on qualifying purchases at no extra cost to you. We are not affiliated with, endorsed by, or partnered with the Environmental Working Group.
