Parent team Audrey Amara and Josh Kroot have created a novel nail polish suitable for children. The Kid Licks range of polishes is made from entirely edible ingredients and can be easily removed with soap and water.
The innovation comes after an increasing number of nail polish brands have created “5-free” and “9-free” formulas that avoid the use of toxic chemicals and additives.
Kid Licks formula is 100% edible, designed with young children in mind. It can be applied as a usual polish, although it takes a little longer than standard brands to fully set. The formulas will easily wash off when scrubbed with soap or can be licked clean. As it is a food product, Kid Licks polish must be kept in the refridgerator after opening.
Amara, Co-founder of Kid Licks, told Cosmetics Business: “Making edible nail polish became a dream of mine when our oldest daughter saw me painting my nails and wanted to do the same.” But she was cautious about handing over the bottle. “Since my daughter was also at an age when she loved to put everything in her mouth, my gut told me that I shouldn’t hand her my bottle of nail polish. When I actually looked at what nail polish is made of, even polish for kids, I was happy that I didn’t let her paint her nails that day!”
The parents began to experiment with formulas, creating an entirely food-based product in three flavours/colours: Beet Red, Barley Grass Green and Sour Carrot. The water-based formulas get their colouring from fruits and vegetables.
All the ingredients used are organic and vegan-friendly. Kid Licks claims that they are suitable for children of all ages, even babies, as well as those seeking to avoid chemicals or suffering from an allergy.
“So far we have had such an overwhelmingly positive feedback from our testers and from our sales. I think it is a relief for parents to be able to give their children a product that is natural enough to eat,” says Amara.
The company is already looking to its next innovation. Amara says: “You can definitely expect more colours of Kid Licks in the future, along with other products for kids that are so natural they are edible.” The team is currently exploring the concept of edible face paints.
