FAQs

Etta Loves Founder, Jen Fuller, invented the sensory muslin in 2016, using the science of infant vision to provide support for everyday life with a baby.

What is muslin?

A muslin is a lightweight, breathable, loosely woven fabric, usually made from cotton. We choose GOTS-certified organic cotton for our muslins because it is beautifully soft and produced to strict environmental and safety standards.

What is a sensory muslin?

A sensory muslin is a muslin square designed with patterns that support babies’ developing vision.

Etta Loves invented the sensory muslin in 2016, combining everyday practicality with research into infant vision to create muslins that do more than cover, wipe or swaddle.

Our patterns are developed alongside experts in infant vision, offering the right level of visual challenge as babies grow - engaging, but not overwhelming.

How are Etta Loves muslins different from regular muslins?

Etta Loves muslins are designed using the science of infant vision. Rather than decorative prints, the scale, contrast and spacing of our patterns are chosen to reflect what babies can see, and like to look at, as their vision develops across their first year.

How do sensory patterns support a baby’s vision?

Babies learn best when visual experiences are engaging without being overwhelming. Our patterns are designed to help babies practise focusing and tracking in everyday moments, supporting how vision develops naturally over time.

What age are Etta Loves products suitable for?

Our products are designed to support babies from birth and throughout the first year. Different patterns are visually appropriate at different stages, reflecting how quickly vision develops in early life.

Can I use a 5+ month design for a newborn?

Yes, you can use any design functionally, but younger babies will respond to higher-contrast patterns which are in line with their visual ability. Designs created for older babies are visually more challenging with colours that won't be visible to younger babies.

Can I keep using the newborn range after 4 months?

Yes. Many babies continue to enjoy high-contrast patterns well beyond 4 months. As with all stages, following your baby’s interest is the best guide.

My baby was born prematurely - which designs should I choose?

A premature baby’s visual development usually tracks closer to their due date than their birth date. Many families start with newborn designs and move on as their baby’s visual interest develops.

Do sensory patterns help with tummy time?

Yes. Sensory patterns give babies something to look at and focus on during tummy time. Visual interest will help babies stay engaged for longer, supporting strength and coordination in a way that feels achievable.

How do I choose the right product?

The simplest way is to start with the part of your day where you’d like a little support. You can shop by moment, such as feeding, changing, tummy time or being on the go, or shop by product if you already know what you’re looking for.

Shop by moment | Start here

Are Etta Loves products safe for newborns?

Yes. All Etta Loves products are tested to the highest global safety standards and are suitable for use from birth. Every product is independently tested to meet international safety requirements for baby products. The only exception to this is our Wooden Puzzle Board - which is suitable from 12 months onwards.

What materials are Etta Loves muslins made from?

Our muslins are made using GOTS-certified organic cotton. GOTS certification ensures strict environmental and chemical criteria are met throughout production, from fibre to finished product.

Are Etta Loves products good gifts?

Yes. They are designed to be genuinely useful in everyday life so extremely well received by new parents. Because our products support daily moments and babies’ developing vision, they are reached for again and again.

Caring for your Etta Loves products

Please follow the care label on each product. Below is a helpful guide by product type.

Muslins

Wash at 30°C to help maintain colour and softness. Muslin gets softer with every wash. Avoid washing with zips or velcro to prevent snagging.

Playmats

Fully machine washable. Reshape once dry if needed.

Sensory strips

Fully machine washable. Follow the care label for best results.

Bath toys

Made from natural rubber with no holes. Wash with mild soapy water before first use, rinse well and air dry after each use. Store in a cool, dry place away from direct sunlight.

Teethers

Made from natural rubber with no holes. Wash with mild soapy water before first use and clean regularly. Always check for damage and discard if worn.

Muslin blankets

Wash at 40°C and reshape while damp if needed. Can be tumble dried on a low heat.

Hanging squares

Spot clean with mild soapy water or wipe clean for everyday use.