I'd read the ingredients list on the Huggies before believing that, tbh. Water and a flannel/cotton wool is cheaper and gentler, and we use Water Wipes (they're the only ones approved by the British Allergy Foundation) when out and about. Official advice is still nothing but water in the earliest weeks.
Neal's Yard uses no petrochemicals, just zinc oxide, sunflower oil, beeswax and camomile oil. If you compare that with the ingredients on the major companies' bum creams, the difference in reaction is more comprehensible, I think. Again, I'm wary of Neals Yard - they were caught on camera advising people to use their homeopathy products rather than anti-malarial drugs when travelling in Africa; malaria is one of the world's biggest killers, and they suggested homeopathy as an alternative to measles vaccination - but that cream really does work, and seems pretty hypoallergenic. The more widely sold commercial products aren't, really.
Lots of babies are fine with the seriously commercial products. Problem is, you can't tell which won't be, and the earlier you use them, the more the risk of sensitising the skin, or so the dermatologist tells us.