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Spotlight on Jane Keltner de Valle, Founder of Paloroma

We chatted with mama and Paloroma founder Jane Keltner De Valle, about her brand, business and family. 


Q: We love what you’re doing at Paloroma in creating quality, clean products for children. Tell us more about you, your inspiration, and your mission with Paloroma.

My background is magazines. I spent two decades as an editor, starting as a college intern. When I had children, my life and interests expanded in so many wonderful ways, one of which was clean skincare. While I was pregnant, I really educated myself about the products I was using. I suddenly felt responsible not just for myself but for this life that was growing inside of me, and I wanted to do everything right. I’m sure a lot of moms can relate. It was an eye-opening experience, and changed my whole approach. So of course when my first child was born, I had certain expectations. I couldn’t believe how many people gifted us products loaded with perfumes and other ingredients that have no place in a baby’s life. On top of that, our son Roman had eczema as a baby, a common condition, but one that sent me deeper down the rabbit hole. Basically, I couldn’t find anything for him that I truly trusted, loved, and connected with—something beautiful on the inside and out. We hatched the idea for Paloroma when I was pregnant with our second, Paloma. There is something about growing a life inside of you that I think empowers you to take on things you might otherwise never have the courage to do. It was a crazy time of life with a demanding job, one young child at home and another on the way, but I felt very driven to do this. We created it for our family, and hoped that others would respond and connect in a similar way. 

Q: You have a beautiful family. How do your children inspire you?

Children see the world through such pure, unfiltered eyes. I love looking at things through their lens. They inspire me in every imaginable way. The illustrations on the packaging are loosely based on Roman and Paloma’s adventures—both real and imaginary.

Q: We loved creating this special Bath Time Bundle with you. Do you have a favorite bath time tip for new parents?

Bath time is such a wonderful way to bond—that moment to unwind at the end of the day and transition from day to night. I loved co-bathing with my littles when they were babies. As they get older, I think it’s really nice to empower them with washing certain body parts themselves. My three year old is very determined to do everything independently and loves when she is given agency to wash her own toes, for example. Also, while we are on the subject of bathtime, I think it’s important to point out that babies don’t need a bath every day. The water can be drying on their delicate skin. I recommend bathing every other day, and then gently wiping with a damp cloth on the in-between days.

Q: Looking ahead - what’s next for Paloroma, and what are you most excited about?

We are growing our wholesale business in really exciting ways, and also expanding the product range. We have a couple new products in development that I cannot wait for. One of them we’ve been working on since before we launched. We spent two years creating our initial formulations and we are now one year old, so that’s three years of development time for this one product. Paloroma has been a real exercise in patience for me. I have to constantly remind myself that good things come to those who wait.

Q: Who are three women that inspire you?

My mother, Michelle Obama, Estee Lauder. I admire women who approach life with authenticity, vision, and heart. I’m also in awe of all women who parent or run a business or both.

Lighting Round:

Favorite Ice Cream?

Arethusa Farm peach ice cream. It’s only available in the summertime and it’s total heaven.

Early Bird or Night Owl?

Early bird.

Heels or sneakers?

Neither. You’ll usually find me in flats.

The super power you would have is:

To slow down time.

Favorite color?


Books or movies?

Both, but always read the book before watching the movie!

Plate of French fries or slice of cake?

I like to have my cake and eat it both.

You have an open plane ticket—where will you go?!

Impossible to choose one place, but we are dying to take the children to Peru, where my husband’s family is from.

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