history of babyfoot

How the Original Japanese Foot Peel became a Global Sensation

Baby Foot® broke the internet with images of snakelike shedding. Brand awareness that has catapulted it into stardom. With an astounding 15 million units sold to date, there are no signs of slowing down - in fact 1 Baby Foot® product is sold every 3 seconds.

So how did Baby Foot® become the global sensation it is? And why should you be using it?

 

Humble beginnings

Every great product starts somewhere. And like any great product, Baby Foot® started small. A Tokyo based company called Liberta created Baby Foot®. Even though they were a small company, they were amongst the first real contenders in the foot-care industry. Little did they know that in some 20 + years their products would become a household name.

 

Liberta started in 1997 as a small company with one primary product. Haitemitara, (meaning Wont you try it on) was a treatment for foot fungus infections. A professional level foot-care treatment for home use. Much like the Baby Foot® we know today, Haitemitara booties contained a gel that you would wear - for two hours. After which you would rinse the gel off and let the product to go to work. Within a few days, your feet would be fungus free, softer, and healthier.

 

The key ingredient was wood vinegar, a well-known anti-bacterial. Wood vinegar (Pyroligneous acid) was a by-product of charcoal manufacturing. In its raw form wood vinegar was far too acidic and contained harmful substances. Once refined it was safe to use. Wood Vinegar has strong anti-fungal and antioxidant properties. It is an effective ingredient in skin care products.

 

Due to its efficacy, Haitemitara became the best disinfectant treatment on the market. Would you believe that their main customers were fisherman? Having your feet in sweaty gumboots all day is bound to result in a few foot problems.

 

When it seemed like they were set for success, Liberta experienced a new challenge. In 2005 Japan issued a law changed the way companies could promote their products. They were not allowed to state what the results would be. Without being able to advertise that their product “cured fungus infections”, sales slowed.

 

An event that would have sunk many a corporation, set Liberta on a new growth trajectory. The leaders of Liberta put their heads down and returned to the drawing board. Determined to find a success solution. After rethinking their strategy, Liberta realised that they had not targeted women. So, they set to work refining their foot peel even further so it would appeal to women.

 

Wood vinegar was a very strong-smelling product which women would not have enjoyed. So, Liberta changed their key ingredient to fruit extracts. They also added citrus to give the product a fresh scent. Their packaging at the time was also quite bland, so they redesigned it. Making it more eye-catching and including details on how to use the product.

Liberta rebranded their foot peel to Baby Foot® in 2005.

Thanks to their fast thinking and innovation, Liberta was back in the game. The next step in their plan was to target over-the-counter sales market and sell in retail stores. This would broaden their customer base and increase their chances for success.

 

Still, their take off was slow and Liberta need to increase brand awareness fast. They turned to the internet. Even though they were not allowed to state the results of their product, Liberta had a smart plan. As a clever work around to this problem, they started a competition. They opened their website to their customers to see who had experienced the best results. Encouraging them to send through photos of their treatment and peeling process. True genius thinking!

 

Word of mouth is the best marketing tool out there, and it was working for them. To keep the hype up, Liberta approached popular lifestyle bloggers. Sending them free samples in exchange for a review and an opinion. Blog posts with reviews and images of peeling feet ensued. The foot peel trend had begun, and Baby Foot® were leading the way.

 

In 2007 Baby Foot® started their first exports to Asia. Singapore and Korea being the first to receive the product. With a rapid increase in demand, they had sold over 3 million treatments within the first 3 years. Soon they were exporting to countries like Norway, Turkey, Australia, and Denmark.

 

After 5 years learning more about their consumers, Baby Foot® broadened their product range. They continued to improve on the Baby Foot® Foot Peel, making it more comfortable and easier to use. They introduced new products to the 60-minute foot peel and a smoothing gel. They also designed different sized booties.

 

In February 2010 they launched their first men’s foot size booties. A larger pair with a fresh mint fragrance. By June 2010, their rose-scented, smaller sized bootie arrived for women with smaller feet.

In 2011 Baby Foot® expanded across Europe to the UK, Switzerland, Austria, and Greece. The following year Baby Foot® started exporting to America. By 2016 the successful Japanese foot peel was being sold in Target stores across America. They were now in high demand across the globe.

 

Since then, the Baby Foot® Exfoliant Foot Peel has been an industry leader. An all-natural foot exfoliant that is easy to use, safe and suitable for both men and women. It promises baby soft results for even the most difficult of foot conditions. Baby Foot® is also safe to use for the maintenance of psoriasis, eczema, and tinea.

 

Today Baby Foot® is available online from territory distributors and online stores. Baby Foot® is also available in many beauty spas, pharmacies, and other retailers.

Baby Foot® is also cruelty free and contains no animal ingredients.

 

Award-Wining Japanese Foot Peel

Along their journey, Baby Foot® achieved many international awards. Praised for their product excellence, sales performance, and quality. They won the Monde Selection Grand Gold Quality Award for five years in a row. An award run by the International Institute for Quality Selections.

 

Baby Foot® won the Victoire de la Beaut Cosmetic Prize in France. They won this award two years in a row. The Victoire de la Beaut Awards are the only of its kind. Judges perform a ‘blind testing’ based on product alone with no packaging or information.

 

So, what goes into an award-wining foot peel?

Baby Foot® is a product that not only removes dead skin but also cleans, calms and hydrates skin while actively fighting foot odour. To achieve this Baby Foot® have combined 17 natural fruit acid extracts. Each contributing a specific property to the product. Fruit acids are found in everyday plants and flowers. Making them popular in a cosmetic industry looking for natural alternatives to abrasive chemicals.

 

Fruit acids belong to the Alpha Hydroxy Acid family. A group of potent natural acids with many skin conditioning properties. While some treat inflammation, cell damage and bacteria, others moisturise the skin and boost circulation.

 

The more well-known fruit acids include citric, lactic, and malic acid. The fruit acids used in our Japanese foot peel are:

  • Oranges (Citrus Aurantium Dulcis Oil). Oranges are a well-known anti-inflammatory and anti-microbial that also boosts circulation.
  • Apples (Malic Acid). Apples are astringent (acidic) which encourage exfoliation. Other astringents used are Lemons (Citrus Medica Limonium Fruit Extract), Lemongrass (Cymbopogon Schoenanthus Oil), Ivy (Hedera Helix Extract) and Grapefruit (Citrus Grandis Peel Oil).
  • Watercress (Nasturtium Officinale), Soapwort (Saponaria Officinalis), Burdoco Root (Arctium Lappa Root), Horsetail (Equisetum Arvense), Meadowsweet Blossoms (Spiraea Ulmaria) and Green Tea plants (Camellia Sinensis Leaf Extract) are strong anti-inflammatories and antioxidants that assist with healing skin after peeling.
  • Marigolds (Calendula Officinalis Flower Extract) and Chamomile (Chamomilla Recutita (Matricaria) Flower) moisturise and condition skin after the treatment.

 

When combined, these ingredients create a powerful product that exfoliates, moisturises, and heals your skin while encouraging a softer and smoother appearance. The benefit of an exfoliant that works from the inside out is that no damage is done to new skin. The process is much softer and gentler on the skin when compared to quicker, harsher chemical peels.

 

Astringents are an agent that dry out, harden, and loosen skin cells. The astringents break down the ‘desmosomes’ in the upper skin layer. Desmosomes are regions in the skin structure that hold skin cells together. They are especially stronger between thick, protective skin layers - like on your feet. These hyper-adhesive regions break down and release dead skin cells, causing the peeling effect.

 

The Baby Foot® Exfoliant Foot Peel also includes Glycolic and Salicylic acid. Glycolic acid is found in sugar cane and other fruits. It hydrates dry skin, leaving it supple and is believed to reduce wrinkles. Salicylic acid is a beta hydroxy acid found in plants. Salicylic acid softens keratin which is produced by the body. Keratin makes skin harder for thicker, protective layers to form. With these proteins softened, dry skin is easier to remove.

 

Finally, the skin conditioning agents found in Marigolds and Chamomile moisturise the new skin layer. Conditioning cells, keeping them supple and nourished. These elements also reduce the skin’s tendency to crack and dry out further. Baby Foot® brings a spa-quality range of foot treatments to the comfort of your own home. Our products are mess-free, easy to buy and easy to use. Gone are the days where the only road to smooth heels was through a beauty salon. You get to take an hour off and relax with “me time” while the treatment does the dirty work – without leaving home.

 

Have you tried the Original Baby Foot® Exfoliant Foot Peel?

If it is your first time trying the Baby Foot® Exfoliant Foot Peel, you should start with a skin test. While most of the natural fruit acids are safe, they can irritate sensitive skin. We do not recommend the foot peel for breast-feeding or pregnant women and diabetics. Apply a small amount of gel to the sole of your foot and leave it for the recommended time. When finished, rinse off the gel and allow 48 hours for symptoms to develop. If you experience any irritation, inflammation or develop a rash, do not continue with the treatment.

 

If you have no reaction to the gel, go ahead and apply the booties. You will need to stay seated for an hour, so get your entertainment ready. Choose a comfortable spot and get started. For best results, be sure to soak your feet for 15 minutes before applying the booties. Cut open the top of each Baby Foot® bootie and slip each foot into them. Secure the top with the adhesive tape provided to avoid messing.

 

Once the booties are on, ensure your feet are covered with the internal gel. Cover the booties with a pair of socks as this helps the absorption process by keeping the gel close to your skin. Your feet will feel slippery once the booties are on, so socks are recommended with walking about. We recommend The Baby Foot® extra comfy Room Socks. They are extra plush and have grippers underneath to prevent slipping. We recommend not walking during the treatment but rather to enjoy the hour relaxing while the products go to work.

 

Once the hour is up, remove the booties and rinse the gel off your feet with warm soapy water. Water is super important in activating the peeling process, so soak your feet daily. Rub them while rinsing to achieve the best results.

Your feet will start peeling over the next few days and can peel for up to 2 weeks. We recommend sleeping with a pair of socks on to avoid waking up to a bed full of dry skin each morning. Again, the Baby Foot® Room Socks will come in handy. Resist the urge to peel loose skin and speed up the shedding process. This will damage the skin beneath and can be painful. Continue to wash and rub your feet daily until peeling has finished.

 

A Complete Foot Care Range:

Baby Foot® has developed a complete foot care range to care for feet in various foot care stages. Their complete care range is mess-free and easy-to-use in the comfort of your own home. They consist of:

 

Dry, Cracked, and Sore Heels Stage:

  • The Original Japanese Foot Peel - Baby Foot® Exfoliant Foot Peel.
    Designed for women looking to care for their feet and get rid of callused and dry heels. The product is also available in larger sizes for men with bigger feet.
  • Black or Red Baby Foot® Room Socks
    To keep your foot peel booties in place, try the extra comfortable Baby Foot® Room Socks. They are soft and plush, making them great for general lounging around as well. The Room Socks come in 2 colours – classic red or original black, and they include silicone grippers too.

 

Baby Soft Maintenance Stage:

  • Baby Foot® Extra Rich Moisturising Foot Cream
    After your feet have peeled from the Original Baby Foot® Exfoliant Foot Mask, you will want to maintain the results achieved – soft and smooth feet. Otherwise, your feet will start growing a thick, protective layer again. Use the Baby Foot® Extra Rich Moisturising Foot Cream to maintain smooth heels and soft feet. It will also prevent further dying out and cracks from developing. Incorporate it into your daily foot care routine and apply it before heading to bed. You can apply it after washing your feet and cover them with your Baby Foot® Room Socks before bedtime. The socks will aid absorption of the Extra Rich Moisturising Foot Cream.

    Enriched with shea butter, this cream hydrates and moisturises your skin. Added ingredients like vitamin E protect cells against free radicals and soothe skin. Read more about the best foot cream for dry, cracked feet in our latest article.

 

Between Treatment Stage:

  • Baby Foot® Hydrating Foot Mask
    Daily exercise and walking leaves feet feeling tired and depleted. The Baby Foot® Hydrating Foot Mask intensively hydrates and revitalizes feet. It’s a quick 15-minute treatment developed to bring moisture back to your feet. Enriched with 14 fruit and plant extracts, it’s perfect to use between foot peels or when your feet need quick “pick me up” and shine.
  • Baby Foot® Bath Spa Foot Soak
    The Baby Foot® Bath Spa Foot Soak is a great pamper solution for a night in or an ‘at-home’ spa day. Designed to help you relax and enjoy some TLC while it softens and cleans your feet. The long-lasting effects of the Papaya plant enzymes penetrate your skin. Hydrating it and sealing in the moisture for protection against further irritation. You can use the Baby Foot® Bath Spa Foot Soak during a foot peel treatment too, as it is designed to enhance the foot peeling process. The Baby Foot® Bath Spa Foot Soak is available in two Japanese scents, Hinoki Cypress Wood and Yuzu Lemon.

 

With nearly 25 years of perfecting the art of foot care, Baby Foot® is the perfect foot care partner, no matter what stage of foot care you find yourself in.

 

Baby Foot® Australia

Baby Foot® Australia is part of the global Baby Foot® family. With an Executive Team that has more than 65 years’ combined experience, our philosophy of “Think Global, Act Local” is evident in everything we do. At the forefront for bringing the latest Liberta foot care innovations from Japan to every State and Territory across Australia, Baby Foot® Australia prides itself on superior customer service while making Baby Foot® easily accessible for everyone in Australia – whether online or through our network of wholesalers nationally.