Rapper and entrepreneur Krept is celebrating a major milestone after taking his children's skincare brand, Nala's Baby, into Germany for its first international retail launch.

The business is now stocked across Budni stores in Hamburg, marking an important step in its ambitions to become a recognised name beyond the UK.

Krept, whose real name is Casyo Johnson, has announced that Nala's Baby has officially expanded into the German market, marking the first time the British-founded brand has secured an international retail launch.

Sharing the news on Instagram, the rapper revealed that the products are now available in all Budni stores across Hamburg, Germany, describing the development as a significant moment for the business he has spent years building.

Announcing the milestone, he wrote:

"We have officially launched in ALL @budni stores across HAMBURG, GERMANY!

"Our first ever international launch!

"The next chapter for @nalasbabyuk is all about taking our brand international, and our first stop is GERMANY!"

Reflecting on how far the company has come since its beginnings, Krept explained that the ambition was always to create a business capable of competing with some of the biggest names in the babycare industry.

He continued:

"When we started Nala's Baby, we had a dream of creating a brand that could compete with the biggest names in the industry. But I don't think we could have imagined just how far that dream could"

He went on to describe the feeling of seeing a business that started in the UK reach customers in another country, adding:

"What started as an idea has grown into something bigger than we ever imagined. And now, a brand we built from scratch in the UK is sitting on shelves in another country. That's a feeling I can't even put into words."

Krept also used the announcement to encourage aspiring entrepreneurs to think beyond their current circumstances, explaining that there was once a time when securing a listing in a single UK shop felt like an enormous achievement. He added:

"Every milestone reminds me why it's so important to dream big, even when your current circumstances don't match your ambitions.

"Because there was a time when getting into one UK store felt like a dream. Now we're working towards getting into stores around the world. We have a very long way to go but i just want to appreciate this first little step into the"

Concluding his message, he thanked the people who had supported the company throughout its development, making it clear that Germany was only the beginning of its international ambitions. He wrote:

"Never let where you start determine how far you believe you can go.

"To our incredible team, our customers, our retail partners and everyone who has supported us along the way, THANK YOU.

"Germany is just the beginning."

How Nala's Baby Went From A Family Idea To A Multi-Million Pound Business

Nala's Baby was founded in 2020 by Krept and his former partner and co-parent, Sasha Ellese Gilbert, after they struggled to find baby skincare and haircare products that met their expectations as parents.

The idea came from their experiences caring for their daughter, Nala, with both founders wanting to create products that were gentle, accessible and suitable for children's delicate skin.

Sasha had become increasingly conscious of the ingredients in the products she was using during pregnancy and wanted to find similarly suitable options for her daughter. However, finding products that met their expectations while remaining affordable proved challenging.

Rather than settling for what was already available, the pair decided to develop their own range, with Nala's Baby eventually becoming the business they launched during lockdown. The brand offers a range of baby and children's skincare and haircare products, including body wash, shampoo, conditioner, bubble bath, body lotion and body butter.

Its products are developed with an emphasis on naturally derived ingredients, with the company highlighting its vegan, cruelty-free and paediatrician-approved credentials. The range is also designed to cater for sensitive skin.

Nala's Baby initially launched in more than 400 Boots stores in June 2022, providing the business with its first major high-street retail opportunity. The response helped establish the brand within the UK babycare market, with the company subsequently securing listings with major retailers including Tesco, Sainsbury's, Morrisons, Superdrug and Ocado.

Its expansion has been particularly significant given the competitive nature of the babycare industry, with the founders having to establish a new name alongside brands that have been household staples for generations.

According to reporting by Sky News in November 2024, the company had already secured a multimillion-pound valuation, demonstrating how quickly the business had developed since its launch.

More recently, Nala's Baby was featured in The Times' 2026 list of the UK's fastest-growing private companies. The publication reported that the business generated £8 million in sales in the 12 months to March 2026, highlighting its continued growth.

The company's success has also attracted investment from several well-known figures, including boxer Anthony Joshua, model Jourdan Dunn, rapper Konan and footballer Jadon Sancho.

Krept's Growing Success Beyond Music

While many people will recognise Krept as one half of the award-winning British rap duo Krept & Konan, his latest business achievement reflects the different direction his career has taken alongside music.

The South London rapper first established himself in the UK music scene alongside Konan, with the pair becoming known for their chart success, mixtapes and influence on British rap.

However, Krept has increasingly used his platform to explore opportunities outside the entertainment industry, with entrepreneurship becoming a significant part of his career.

Nala's Baby has arguably been one of his biggest business successes, allowing him to move into an entirely different market while building something with a long-term purpose beyond music. He has previously spoken about wanting to create something that could provide lasting opportunities for his family and future generations, rather than relying solely on the unpredictability of the music industry.

His business interests have also extended into other areas, including hospitality and retail.

Krept and Konan previously launched the dessert restaurant Crepes & Cones, while in 2025 the pair joined forces with entrepreneur Kaysor Ali to launch Saveways, a supermarket in Croydon aimed at serving communities whose shopping needs they felt were not adequately represented by mainstream retailers.

Krept has also received recognition for his entrepreneurial work, including being named a winner of Channel 4 and Lloyds Bank's Black In Business initiative in 2026.

The programme supports Black-owned businesses looking to develop and scale, with Nala's Baby being recognised as an example of a company that has grown from a family idea into an established retail brand.

His latest move into Germany therefore represents another step in a wider business journey, rather than simply a new retail listing.

Social Media Reacts To Nala's Baby's International Expansion

Following Krept's announcement, supporters took to social media to congratulate him on the achievement, with many praising the rapper for building a successful business outside his music career.

One person described him as an inspiration, writing:

"He is such an underrated role model!!"

Another praised his entrepreneurial journey and the example he is setting, commenting:

"This is what black excellence is for! I admire this guy so much. Turning his life earnings into a double brand! Go on Krept!"

The reactions reflect the admiration surrounding Krept's transition into business, particularly among those who see his success as an example of Black British entrepreneurship and the importance of ownership.

For a brand that began with two parents trying to find better skincare products for their daughter, securing its first international retail launch is a significant achievement.

And while the move into Germany is only the beginning of the company's overseas ambitions, Krept's announcement makes it clear that the founders are thinking much bigger than their original UK market.

From struggling to secure their first shop listing to seeing their products stocked in another country, Nala's Baby has come a considerable way in just a few years.

If Krept's latest announcement is anything to go by, the team are not planning on stopping at Germany.