I call green-washing. The baby lotion contains Polyglyceryl-3 Methylglucose Distearate. Call me crazy, but that doesn't sound like a "natural" ingredient! It's also likely to be contaminated with 1,4 dioxane, which is really bad news.
If you read the comments on the article on Healthy Child, Healthy World, you will see that Smart Mama and HC, HW themselves sort of retract their endorsement.

I tried it on my baby with out even looking at the back first, i know i should have. We usually use burts bees, but this was one sale so i thought i would try it. We only used the lotion, which made him break out in red splotches. So we stopped using and then I looked on the back and noticed all the extra stuff in it. Plus i didnt really like the smell it has. I'm not trying to be super negative , just trying to be honest and I was not to happy with this product.

I only use California Baby stuff for my kids. The all in one sensitive wash is completely free of nasty stuff.

These are *not* all natural products and HCHW has really given themselves a black eye over this "partnership." I've placed a lot of faith in their ratings in the past but this whole thing stinks...

We use Burt's Bees and super sensitive California Baby.

Burt's Bees isn't that great, either....

http://www.cosmeticsdatabase.com/company/Burt's_Bees,_Inc./

I like the Hugo Naturals line or Dr. Bronner's, personally. Both baby friendly, with identifiable ingredient lists.

We use Dr. Bronner's, too -- but boy, what a strange bottle.