Baby Silk is the first collection from MD Moms.

Baby, are doctors in the skin care market these days — which gave Southern California-based pediatricians Diane Truong and J.J. Levenstein an idea for a skin care line intended for infants.

"Diane and I are both moms and practicing pediatricians, and we were always being asked for product recommendations," said Levenstein. "But we felt there were gaps in the market for solution-oriented products for things like cradle cap, as well as packaging that wouldn't leak or squirt in kids' eyes. We were frustrated that these things didn't exist, and since we're two type As, we decided to produce the line ourselves."

As luck would have it, Truong's next-door neighbor is a cosmetic chemist, and a year and a half later in February of this year, MD Moms became a reality. Levenstein is the company's president, while Truong is chief executive officer.

Both parents as well as board-certified pediatricians, Levenstein and Truong formulated the company's first line, Baby Silk, for children from birth to 2 years of age, but Levenstein noted that collections for older children — grade-schoolers, tweens and teens — are also on the drawing board. "There are no boundaries on these products," said Levenstein, who added that many of her tiny patients' parents — particularly those with sensitive skin — are also using the products. "Since pediatricians treat kids from birth to 18 years, we would like to address their individual needs." New products could launch as early as next spring, noted Daina Nadler, director of marketing and sales for the company. Baby Silk consists of eight stockkeeping units at present. Items include SPF 30 towelettes, disposable single-use umbilical cord swabs, a gentle exfoliating scalp rub for cradle cap, and a protective diaper cream. Price points range from $4 to $28 for individual products, and limited-edition sets range from $58 and $110. The newest set, Baby Basics 1234, which includes baby wash, balm, diaper rash cream and a silk sea sponge all for $58, will be on counters Nov. 11.

The products have been designed with convenience in mind: Packaging includes wide-based, non-tippingbottles, flip-top tubes that can be opened and closed with one hand, and resealable pouches, noted Levenstein. None of the products include lanolin, mineral oil, petroleum or waxes, which the doctors believe irritate infant skin.

Since its founding earlier this year, the company has expanded its reach to 100 upscale specialty and spa doors, including the Studio at Fred Segal and Planet Blue Essentials, as well as high-end maternity and baby boutiques such as Petit Tresor. They also run an e-commerce site, mdmoms.com, which also includes comprehensive information about the products, frequently asked questions about skin care and links to the doctors' favorite sites for parents, said Nadler. "So far, our highest sales growth has come from apothecary and spa doors," she said. "We're good at gifting, but we also want to be the products you use every day." Sources estimate its first-year sales at over $800,000.

While growth has been rapid — "we hit our first-year distribution goal by the end of the first month," Nadler said with a laugh — the doctors don't want to oversaturate the market. "We don't want to be in six doors on one block or in mass at this point," Levenstein said. "We want people to seek us out. Also, we hope our peers — other doctors — will look at these products and feel that they can stand behind them. There is a credibility with being a medical professional — we think we'll get grassroots support from that area."

Each year, the doctors plan to donate a portion of their proceeds to a different children's charity. This year, monies will be given to the Cystic Fibrosis Foundation.

The doctors are also making public appearances on behalf of their products. The first is Nov. 11 at the Studio at Fred Segal in Santa Monica , Calif.