Surcare, best known as a brand of household goods for sensitive skin, is now aiming to clean up in the personal care arena as well.
A trio of new products - hand wash, hand cream and body lotion - sport the brand’s signature blue and white packaging.
All have been approved by dermatologists, contain moisturisers and have no fragrance or colour to irritate sensitive skin.
Owner McBride is putting £2m behind the brand this year, with an ongoing
campaign of TV and press advertising.
Brand marketing manager Melanie Mason said the products were aimed at giving consumers “the total package to ensure skin is safe”.