Krept, the MOBO-winning rapper, has transitioned from hip-hop stardom to business success with "Nala's Baby", a baby skincare line co-founded with his ex-partner, Sasha Ellese.
Inspired by their daughter and the lack of fully "clean" baby products in the market, the brand has grown remarkably since its 2019 launch, now valued at around £20 million.
It is backed by Premier League stars like Marcus Rashford and Jadon Sancho and is sold in major UK retailers, including Boots, Morrisons, and Sainsbury’s.
The idea came during Sasha’s pregnancy, when she became concerned about the safety of skincare products. Using the Think Dirty app to assess product ingredients, they found no zero-rated (cleanest) baby products available.
After two years of development, Nala's Baby became one of the first UK brands to receive a zero rating on Think Dirty, with its products being 99% natural, vegan, ethically sourced, and affordable.
Krept emphasizes keeping prices low, starting at £5.55, even if it means sacrificing profit margins. "We genuinely feel like this is a product for the people," he says. This approach has paid off, building trust with customers and fostering rapid growth.
The company plans to expand into toys, clothing, and baby food, aiming to become a trusted, multi-faceted parenting brand.
Krept’s journey from financial struggles to creating a household name reflects a blend of entrepreneurial vision and commitment to quality.
Source:
sky news