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DENVER -- Bath time is all about the bonding, but harsh chemicals don't fit into the equation.

The Johnson & Johnson company is removing formaldehyde from its baby shampoo, used by millions of moms. Formaldehyde is used in morgues to preserve bodies, but can also occur naturally in some fruit. The company says one bottle of shampoo contained 15 times less formaldehyde than found in one apple. That’s why Dr. Rafer Leach says parents who have used the shampoo shouldn't panic.

“It has been proven to be carcinogenic usually in high doses so I have a feeling the amount in there was not concerning, but why not "not" expose our kids to formaldehyde,” Leach said.

Many other companies are dumping the harsh ingredients as a more informed public makes it clear they don't them anywhere near their kids. Englewood mom Jenni Poulos says mothers are exceptionally concerned about what they consume or use on their skin while pregnant so once a child is born, that caution is necessary as well.

“I myself have always looked for products formulated without parabens and pthalates and sulfates, and it was only natural that that would translate to my child,” she said.

Doctors say parents should also go “natural” when it comes to lotions and creams used after bathtime. You can visit www.fda.gov for a list of ingredients to be wary of when selecting baby care products.