Nala’s Baby is indeed a baby skincare brand founded by UK rapper Casyo “Krept” Johnson (of Krept & Konan), alongside co-founder and partner Sasha Ellese Gilbert. The brand was named after their daughter, Nala, and launched in June 2022.
Nala’s Baby — The Story Behind the Brand
Origin & Vision
- Inspired by the difficulty the couple faced finding safe, toxin-free skincare for their daughter—particularly as Nala suffered from eczema—they began crafting their own clean, natural formulas during the 2020 lockdown.
- They sought to fill the gap in the market with products that are 99% naturally derived, vegan, pediatrician- and dermatologist-approved, cruelty-free, and tear-free.
Growth & Retail Expansion
- June 2022: Nala’s Baby launched in over 400 Boots stores and sold out online within minutes.
- By 2024, the range expanded into major UK supermarkets such as Tesco, Morrisons, Sainsbury’s, Ocado, Next, and Debenhams, including a new Vanilla Cloud Body Butter line.
- As of March 2025, the brand achieved £5.5 million in revenue, holds 8% market share in UK baby toiletries, and ranks in the Top 10 fastest-growing UK private companies via The Sunday Times 100.
Notable Recognition & Investor Backing
- Awards & Achievements:
- Ranked 10th on The Sunday Times 100 fastest-growing private companies in the UK, marking exceptional sales growth (174.66%) over three years.
- Received the Mother & Baby Gold Award for Best Baby Skincare Range for two consecutive years.
- Celebrity Investors:
- The brand has garnered high-profile backing—including Anthony Joshua, Marcus Rashford, Jadon Sancho, Jourdan Dunn, Yung Filly, Konan, K-Trap, Nafe Smallz, and Posty (GRM).
- Cultural Collaborations:
- Launched a limited-edition Vanilla Cloud Gift Box in partnership with Disney’s Mufasa: The Lion King film, celebrating the franchise with co-branded packaging.
Quick Overview
| Founders | Casyo “Krept” Johnson & Sasha Ellese Gilbert |
|---|---|
| Launched | June 2022 |
| Mission | Clean, safe skincare for babies, inspired by Nala |
| Retail Expansion | Boots → Tesco, Morrisons, Sainsbury’s, Ocado, Next, Debenhams |
| Revenue (2025) | £5.5 million |
| Market Share | ~8% of UK baby toiletries market |
| Awards | Mother & Baby Gold Award (2x); Sunday Times 100 Top 10 |
| Investors | Fellow musicians, models, athletes like Anthony Joshua, Rashford, Sancho |
| Special Collaboration | Disney’s Mufasa: The Lion King gift box launch |
