I second the California Baby products.
One thing to consider that just using plain water is OK too
Babies, especially newborns don't necessarily need soaps and body washes as such. If you think about it, all those yummy smells are really only for our benefit. Obviously as they get older and mobile, having a gentle baby soap or body wash comes in handy. Some products can also have overwhelming fragrances which can also interrupt the bonding process and distract babies when they are trying to smell their mommas!
To keep baby's skin from drying out, one can also use cold pressed edible oils such as grapeseed oil or olive oil.
Oils and soaps such as Johnson & Johnson are mineral based (a derivative of petroleum) and not so good if injested (little hands or feet being put in ones mouth!)
Good luck...
Tania