It was an idea that Krept, real name Casyo Johnson, and Sasha first thought of before Nala was even born in June 2020, with the mum-to-be growing increasingly concerned about the ingredients used in certain skincare products.

Nala’s Baby Body Butter – Beboxa Nala’s Baby Body Butter – Beboxa

They sent a text message to their now-partner the previous month, which said: ‘We have an idea that we want to start and know will do well. It was definitely another driving force to be like we’re actually going to be one of the biggest skin and hair care brands.

Their new line is one of the first British-made skincare ranges for babies to be sold on the high street with a perfect zero rating on Think Dirty, an app dedicated to finding harmful chemicals and risks in personal care products. When you’re in the public eye you’ve got to expect that because if you’re putting it out there, you’re giving people a reason to converse on it,’ Krept admitted. I’m pretty sure in terms of the sector we’re in, probably Rochelle [Humes] I think is the only other person. Moving forward we’re not going to make it Nala-focused, there will be other baby ambassadors and parents,’ Sasha added. Would you like your brand or products represented across more than 25 countries through our 10 worldwide offices?

Nala’s Baby Krept and Sasha get real about co-parenting and Nala’s Baby

Nala’s Baby is even more of an important brand as Krept, Sasha and little Nala are among the few Black faces fronting children’s hair and skincare brands in the UK. It’s really pushing the boundaries in this sector and that’s coming from two Black people, it’s really important that we fly the flag. While the toddler appears in the campaign for the first Nala’s Baby line, she’ll be passing the buck to her agemates soon enough.

Krept said: People will know the brand actually came from love and a real person,’ before laughing: ‘Nala’s not forced to take pictures. The former couple are proud parents to one of the internet’s cutest toddlers, two-year-old daughter Nala, who is the inspiration behind their new children’s brand. However, they’ve remained good friends since – enough to launch a business together – and co-parent amicably, even if some critics feel they have to share opinions about decisions they make for their own daughter.