The celebrity baby care market has seen an influx of famous faces launching cosmetic brands for little ones.
Celebrity-founded beauty brands have traditionally stayed in fragrance, make-up, skin and hair care, with the likes of Billie Eilish, Lady Gaga, Pharrell Williams, and Harry Styles entering the business.
Most recently No Doubt singer Gwen Stefani became the latest A-lister to enter the world of cosmetics with her debut make-up brand GXVE. Meanwhile, Hailey Beiber's line is expected to launch in June.
But more famous faces are turning their attention to the newborn, baby and children's care market by putting their stamp of approval on products to help parents find products marketed as gentle alternatives to protect delicate and sensitive skin.
Here, Cosmetics Business looks at celebrities that have launched baby care brands. Read on for more.
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Gabrielle Union
Image via Proudly by Gabrielle Union and Dwayne Wade
Actress Gabrielle Union and former basketball player Dwayne Wade unveiled Proudly this week, a baby care brand designed for melanin-rich skin.
The products are meant to help support babies of colour – who are said to be more prone to dryness, eczema, cradle cap and acne – and have been co-designed with dermatologist Dr Naana Boakye.
Proudly's current offering includes a Gentle Body Wash, Hydrating Body Lotion, Nourishing Oil, All Over Balm and Gentle Touch Baby Wipes.
Former Estée Lauder Companies executive Pam Cholankeril has been hired as the D2C brand's President.
"Proudly was inspired by our daughter, Kaavia, and millions of other babies of colour,” said Union and Wade, in a statement.
“We set out to build Proudly because we found there was a lack of options for children of colour as we’ve raised our own kids.
"We want these products to be intentional, but also to be accessible to the people who need them. We’re overjoyed to finally have them out in the world.”
Kylie Jenner
Kylie Jenner, founder of the now Coty-owned brand Kylie Cosmetics, partnered with the beauty conglomerate to launch Kylie Baby in July 2021.
The reality television star is said to have been inspired by her own daughter Stormi for the "safe, gentle, clean and conscious baby care" line.
Kylie Baby is the third beauty brand under Jenner's portfolio, following make-up line Kylie Cosmetics and Kylie Skin.
The baby care brand sticks Gentle Shampoo, Gentle Conditioner, Bubble Bath and Moisturizing Lotion.
Andrew Stanleick, CEO of Kylie Jenner Brands said at the launch: "We very much look forward to launching Kylie Baby, a brand-new category for us and one that is so special to Kylie.
"The product range of Kylie Baby was truly a work of love. It was particularly important for us to make the formulations clean and vegan. As a result, they are gentle for babies and kids of all ages.”
Kristen Bell and Dax Shepard
Image via Hello Bello by Kristen Bell and Dax Shepard
Frozen star Kristen Bell and comedian Dax Shepard launched Hello Bello in 2019 to create a plant-based baby care brand.
Marketed as a sustainable and budget friendly alternative for parents, the Walmart-stocked brand includes nappies, laundry detergents and wipes along with hair and body care products.
“Our products are fresh and fun. More importantly, we use plant-based ingredients and organic botanicals that are better for our kids and better for our world," said Bell at the launch.
“As a mom of two, I know how beautifully messy parenthood can be, and that's why we created Hello Bello – a line of premium, super-effective baby care products to take care of your kids from head-to-butt-to-toe."
Emma Bunton
Image via Kit & Kin by Emma Bunton
Five years ago, Spice Girl Emma Bunton was one of the first celebrities to enter into the baby care space.
Kit & Kin was developed in partnership with cosmetics industry expert Christopher Money to create the range of nappies and skin care products under the tagline 'protecting your world, naturally'.
“A lot of the big brands are realising that we want to see real representations of mothers and parenthood in adverts, and that neither are picture perfect," Bunton told Cosmetics Business.
“There is a lot of pressure to look a certain way and perhaps to bounce back to your pre-baby body, but this is not real life or in any way accurate. I’m so glad to see things are changing."
The celebrity founded brand focuses on its nappy offering; its USP is that its products biodegrade within three to six years, whereas traditional products take up to 500 years to decompose in landfill.
Jessica Alba
Hollywood starlet Jessica Alba's cosmetics business The Honest Company primarily focused on baby care, along with household products, at its launch in 2012.
The digital native brand started with biodegradable nappies, but has since expanded into baby skin and hair care, as well as products for mothers to be.
The Honest Company now also offers a line of skin care for adults, make-up and bath and body products.
