Building a £17.5 Million Baby Skin & Haircare Brand: The Nala's Baby Case Study...
Nala's Baby has proved to be an instant success, selling out in just 10 minutes when they launched in June. Here is the story and strategy behind Nala's Baby success...
Happy New Week!
All businesses exist to solve a certain problem. Nala’s Baby founders, Sasha and Krept created a solution for a problem that needs to be solved. When Sasha and Krept were preparing for their soon to be born baby, Nala, they were introduced to the Think Dirty app, which educates users on potential toxins in beauty products. They noticed that majority of these products had toxins and that there wasn’t a natural baby skincare brand that was accessible to the masses. This was a light bulb moment for them as they saw a gap in the market and an opportunity for them to create a clean baby skin and haircare brand.
When they launched Nala's baby earlier this year in June, it proved an instant success, the range sold out in just 10 minutes. The brand is valued at £17.5 million and is predicted to generate 2M in sales within its first year. It is currently available directly to consumers via their own website but is also available in 400 Boots UK stores and online.
Although both founders have a considerable amount of popularity, the success of Nala's Baby is due to a number of different factors.
Firstly, they have built amazing products that work. The couple spent two years finding reliable UK manufacturers who could produce their vegan, tear-free, and cruelty-free products. Their products score a perfect zero rating on Think Dirty and most importantly from the feedback I’ve seen, their products make a huge difference for those with sensitive skin and eczema.
It is very important to have a strong marketing strategy but when you have a product that works, the success of your marketing strategy increases. Nala’s Baby products speak for themselves. The reviews and testimonials from their consumers build a lot of trust, authority, and credibility. Social proof is an important aspect of eCommerce, what consumers have to say about Nala’s Baby carries more weight than any communication from the brand. Consumers are usually very careful and calculated when buying products like this, especially for their children, so many will read reviews and testimonials before purchasing. It is a basic instinct for humans to follow the actions of others, so when prospective customers see positive comments from previous customers they are more encouraged to buy.
Sasha and Krept have done a great job building Nala’s Baby brand. You can see they’ve put a lot of effort, care, and resources into the brand they’ve built. Nothing about the branding screams low end which is important as that helps them with their brand positioning. Potential customers are able to hold them to a high standard and also expect the quality of their products to be of a high standard.
Their latest marketing effort, a YouTube show titled My Life and Kids is a great marketing move. Creating content doesn’t necessarily equal revenue but it helps your business build a relationship with your audience. When you create value without asking for anything in return, your audience is more likely to connect with you. Creating branded content is also a great way to communicate who your brand is and what your brand is about. My Life and Kids highlights that Nala’s Baby is a fun and personable brand. Partnering with notable influencers and artists helps them put Nala’s Baby out there more which attracts and retains potential consumers.
Nala’s Baby entering the retail space plays a huge role in the success of its launch. Being in over 400 Boots stores makes Nala's Baby more accessible to a wider range of customers and also builds credibility for the brand. Boots is a reputable store, which not every brand can just stock in, consumers seeing Nala’s Baby in the store, give them confidence that it is a high-quality product. Although due to COVID-19 and the lockdown we’ve seen a boom in eCommerce, there are still many great benefits of selling in retail stores. Nala’s Baby working with retailers gives them access to a group of customers and prospects who go in-store to shop. You can’t assume that everyone now shops online, while a huge majority of customers still shop in physical stores.
It is great to see what Sasha and Krept have been able to build. It is commendable to see Sasha moving from an influencer to a businesswoman and Krept entering into the business world as a very successful music artist. Even though they already had a pretty large following, having a large following doesn’t guarantee success. When you start a business to solve a problem you’re passionate about, it gives you a great competitive edge and a drive to succeed.