I like California Baby products a lot. We use their body wash/shampoo and their bubble bath with DD. I've also used the Dr Bronners baby mild for body wash and shampoo for her. For lotion we use coconut oil. Weleda baby makes a good diaper rash cream as well. I've used their calendula cream on her as well.
I agree though that in the early days less is more. We didn't bath too often and then used only the tiniest bit of soap or just water.
Just a side note... if you are having a hospital birth, bring your own baby soap. They will likely only have Johnson and Johnson baby soap to use for the first bath. I wish I had known that because I wouldn't have used that on her. I'll bring our own this time.