ya subjective. i use kodomo for lotion, powder & body shampoo.. even now when my son 2yo still using the same brand :)
You can use Baby Gaia, Cetaphil, Kodomo, Tollyjoy, Pigeon, Pureen. Mostly baby brand that's popular.
I think this is subjective mum, you may check out recommendations in this app. :)
Using Cetaphil baby’s lotion and body wash since birth. 😊