From Necessity to National Brand: The Inspiring Journey of Nala’s Baby
The story of Nala’s Baby is a testament to how determination and love can transform not only a business but also the lives of countless families. What began as a quest by rapper Casyo Johnson, known as Krept, and his partner Sasha Ellese Gilbert to find safe skincare options for their newborn daughter has blossomed into one of the UK’s fastest-growing brands since its launch in 2020.
A Mission Driven by Love
The inception of Nala's Baby was not rooted in a desire for profit but a necessity felt by Krept and Sasha as they prepared for parenthood. With concerns about the safety of baby skincare products prevalent in the market, they opted to create their own, prioritizing natural ingredients that are both affordable and effective. Krept emphasized their commitment: "We wanted to make something that’s good, natural, clean but also at an accessible price point.”
Building a Brand on Trust
The couple's dedication paid off as they collaborated with manufacturers to produce a range of baby skincare items that are dermatologically approved, paediatrician approved, cruelty-free, and vegan. Their products are designed with parental peace of mind in mind, which has resonated with families across the UK.
Since being stocked by Boots and other major retailers, Nala's Baby has exceeded expectations, leading to significant investments from notable figures in the entertainment and sports industries. The brand is not only commercially successful but also emotionally impactful, with Krept sharing stories of grateful parents who found relief for their children's skin conditions thanks to their products.
An Inclusive Vision for All Families
One of the brand's key values is inclusivity. Krept and Sasha have made it a priority to ensure their branding represents children of all backgrounds. Krept stated, “We made sure that there’s Black children, mixed children, white children, Asian children to be as diverse as possible so people can actually see this brand is for all babies.” This focus reflects their broader vision of making safe skincare accessible to every family.
A Legacy in the Making
As Nala’s Baby continues to grow—including the recent launch of Nala’s Kids—the brand embodies Krept's commitment to creating a legacy for his daughter. The entrepreneurial journey has not only been about building a brand but also about leading by example. Krept hopes that their success shows others that they, too, can achieve their dreams irrespective of their initial circumstances.
"It just shows that anything’s possible, we can do anything we put our mind to as long as we work hard enough," he remarked, emphasizing the empowering narrative behind their journey.
