I really like Burt's Bees baby products, and I've also used Yes to Carrots baby wash and liked it.
If you're going to be using cloth diapers, you need to be careful of any diaper creams you use, because depending on the diapers, they can be very hard to wash out-especially with any kind of microfiber. That being said, although it's not considered "safe" for cloth diapers, I LOVE the burts bees diaper ointment-it works really, really well. Their apricot oil is great too.
I've usually tried to get one of the little gift sets for when the baby is born, but realistically, I only ever use the shampoo/baby wash, occasionally the lotion, and not until they're older, the diaper cream. The apricot oil is also nice for the first couple days when they have the sticky meconium poops, because if you put it on at each diaper change, it helps it come right off at changes. You can also just use olive or coconut oil. The hospitals I've gone to always give A & D ointment, but I don't use it because it's a petroleum based ointment.
Now that I'm thinking about it, with my son, I also used Dr. Bronner's Almond castile soap-and he smelled delicious.