This thread has lots of excellent advice! I also only used the bare minimum on my children... by the time my third child came along I was so over all the gimmicky stuff and basically just stuck to:

Ego and MooGoo products... the occasionaly cornflour talc... a drop of lavender essential oil (make sure it's the real thing, not a synthetic "fragrant oil".

I totally agree with avoiding nasty Johnson & Johnson products... ugh!!!! even the so-called "natural/organic range of J&J" it's just the same old stuff with a token amount of essential oil

MiEssence have a new range of baby products which i haven't tried but I trust MiEssence as a brand.