According to Grand View Research, the global baby toiletries market size was valued at $5.33 billion in 2019 and is expected to grow at a CAGR of 6.8% between 2020 to 2027. Just like adults, babies and kids have personal care needs and parents are searching for clean beauty products. There are a variety of new clean hair care, skin care, and bath formulas for babies and children with a focus on natural and safe ingredients. In addition, teens have their own skin and hair care needs. Young entrepreneurs are creating eco-friendly products to solve their specific problems.
Gentle Formulas for Babies
Parents want the best for their babies and children and look for gentle, clean formulas with a focus on naturals. According to GlobalData’s ongoing COVID-19 recovery tracker survey in November 2020, 69% of consumers with children aged between 0-4 years old said “natural” and “free-from synthetic” ingredients claims were now more important to them as a result of the pandemic. Babyganics introduced two new lines: Tots by Babyganics and Kids by Babyganic. Both product lines are formulated without the use of sulfates, parabens, phthalates, silicone, or artificial fragrances or dyes, and are cruelty-free. Tots by Babyganics has 2-in-1 Curly Shampoo and Conditioner, 2-in-1 Shampoo and Conditioner, and Detangling Spray offered in an Apricot Chamomile scent. The Kids by Babyganics line features a 3-in-1 Body Wash, Shampoo and Conditioner, Easy Rinse Shampoo, Detangling Spray, and Detangling Conditioner in a Berry Berry fragrance. In 2019, professional WWE tag team wrestlers Nikki and Brie Bella launched the Nicole + Brizee beauty line with Empower Body Lotion and Fearless Body Shimmer. The line now includes Core Complex Hair Care, Volumizing Hair Care, and additional Body products. This year, Nicole + Brizee debuted the Tearless collection, a hair care line made specifically for babies. It is available in three products: Tearless Shampoo, Tearless Conditioner, and Tearless Leave-In Conditioner. The products are made with certified organic ingredients and free-from sulfates, phosphates, parabens, phthalates, DEA, petroleum, and artificial colors.
Fun & Playful Kids Bath & Body Products
To engage children, personal care products such as shampoo and body wash are often packaged in fun and playful bottles with sweet and fruity scents. Like other categories, plant-based formulas and plant-friendly packaging are the latest development. TruKid added a Lavender line to its all-natural skin care portfolio. The Lavender Bubble Podz is easy to use with “pre-measured and planet-friendly water-soluble pods.” TruKid’s Lavender Hair and Body Wash “features a soothing blend of lavender, aloe, coconut, and borage to hydrate and soothe skin” while the Lavender Cream “offers a powerful blend of all-natural plant and oil extracts.” Dove has received a lot of press for its new Dove Kids Care collection. The brand’s mission is to “teach kids the power of self-care” and each package features positive affirmations and provides access to interactive body confidence resources. Packaged in 100% post-consumer recyclable plastics, the range is tear-free made with 100% skin-natural nutrients without any sulfates, parabens, or phthalates. Additionally, the products are hypoallergenic, dermatologist and ophthalmologist tested. The products are offered in Bubble Bath, Foaming Body Wash, and Slime Wash in Berry Smoothie, Coconut Cookie, and Cotton Candy scents. Raw Sugar Living extended its offerings with a new Kids Raw Sugar collection packaged in collectible characters inspired by various fresh fruit that is used in the formulas made from plant-derived ingredients and cold-pressed extracts. The lighthearted products are available in 2-In-1 Bubble Bath and Body Wash, 2-in-1 Shampoo and Conditioner, and Kids Detangler formulas. Depending on the application, the scents are offered in Banana + Strawberry, Banana + Coconut Milk, Coconut + Aloe Vera, Pineapple Orange, Strawberry + Oat Milk, Strawberry Vanilla, Super Berry Cherry, and Watermelon + Apple.
Teen Scene – Teen Entrepreneurs
Like babies and kids, teens have their own needs. With needs unmet, teens have become young entrepreneurs and are launching creative new natural and eco-friendly products to solve their specific problems. Twelve-year-old Cana Peters and her mom Rachel launched Clean Age, a line of aluminum-free and baking soda-free deodorants marketed to pre-teens and teens between 9-18 years old. The deodorants are formulated with Epsom salt, coconut oil, and sunflower seed oil and available in four scents: Citrus, Fresh, Waves, and Unscented. In addition, they are housed in sustainable packaging that uses 82% less plastic than typical deodorants, and the paperboard and plastic tube are 100% recyclable. Emily Beck, a 19 year old, developed Nines Botanicals, a skin care line based on botanicals to address “maskne” and skin breakouts. The skin care range includes MasCleanse™ Exfoliating Cleanser, MasRenew™ Gold Vitamin C Serum, and MasHydrate™ Moisturizing Relief Cream. MasSpritz™ Clarify & Refresh is the newest product to join the line. Lauren Hinson, 16, could not find a detangler for her thick, curly natural hair, so she developed Head Full of Hair Pre-shampoo Detangler.
In addition to personal care products, teens are interested in clean candles and air care. Three brothers, Collin (15), Ryan (12), and Austin Gill (10), founded Frères Branchiaux Candle Co., a home fragrance company based in Washington, DC. They started the business to make extra money for toys and the business has grown from soy and coconut candles to room sprays, diffusers, bath salts, candle snuffers, and wick cutters. Mindful of the community, the products are designed for eco-conscious consumers and 10% of proceeds are donated to local organizations that assist people transitioning from homelessness. Jete for Joy Candle Co. was launched by Zoe Wardle, a high school senior. The candles are made with a blend of natural coconut and soy wax that is renewable, vegan, gluten-free, and toxin-free. Gemstone is the newest candle collection available in Clarity, Love, and Serenity variants, and each is embedded with a crystal.
Expect to see more clean hair and skin care formulas with natural and gentle ingredients for babies and children. As teens become empowered, watch them invent new products to meet their continually changing needs.
Want to better understand this demographic? Let Amy Marks-McGee, a mother of two teens, custom-design a kids-specific webinar, a virtual trend excursion, a playful marketing presentation, or a bussin newsletter.