Nala’s Baby has rapidly become a popular skincare brand in the UK since its inception in 2020. Unlike many businesses, their products were not developed in a corporate setting but rather out of a personal need at home.
The brand was founded by British rapper Casyo Johnson, also known as Krept, and his former partner Sasha Ellese Gilbert. When preparing for the arrival of their daughter Nala, Sasha became concerned about the skincare products she was using and was dissatisfied with the ingredients in existing baby skincare brands.
Krept mentioned, “There were no baby ranges that rated excellent. Every product was rated zero on Think Dirty, excellent on Yuka.” The couple’s motivation to create their brand stemmed from a necessity they felt was lacking in the market, driven by their care for their own child and concern for other children’s well-being.
Their search for a manufacturer who could produce a safe and affordable product for all children led them to create a natural, dermatologically approved, pediatrician-approved, cruelty-free, and vegan product. They aimed to offer a high-quality product at an accessible price point, despite the usual high cost of such items.
After a year and a half of perfecting their product, they presented it to Boots, which marked a significant milestone for the brand. Nala’s Baby attracted investments from various high-profile personalities, including Krept’s rap partner Konan, boxer Anthony Joshua, model Jourdan Dunn, and others.
The brand quickly gained popularity in the UK and beyond, with demand coming from various regions globally. Parents in the UK have expressed gratitude for the brand, noting its positive impact on their children’s skin and well-being.
While Nala may not fully grasp the brand’s significance yet, she takes pride in the connection to Nala’s Baby. Krept emphasized the importance of inclusivity in the brand’s imagery, ensuring representation for all children.
Despite the brand’s rapid growth, Krept’s mission remains focused on Nala and their shared vision, even as Sasha stepped down in 2025. Plans to expand the product line and distribution into Europe and America highlight the brand’s legacy and growth trajectory.
Krept’s journey with Nala’s Baby reflects a transition from humble beginnings to national recognition, emphasizing the power of determination and hard work. The brand’s success serves as a testament to the possibilities that can be achieved with dedication and perseverance.