Krept and Sasha Ellese's baby skincare brand Nala’s Baby has earned a spot in the Top 10 of The Sunday Times 100, which lists the fastest-growing private companies in the UK. This marks a major milestone for the company, which was founded just a few years ago in Krept and Sasha's kitchen as the parents' response to their newborn daughter Nala's eczema. In recognition of the achievement, Nala’s Baby co-founder Casyo ‘Krept’ Johnson attended a reception at Downing Street this week, hosted by Chancellor Rachel Reeves, alongside 15 other entrepreneurs featured in the Sunday Times 100.

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Launched in 2022 by UK rap star Krept (from the duo Krept & Konan) and co-parent Sasha Ellese Gilbert, Nala’s Baby has quickly made waves in the baby care industry, becoming one of the UK’s fastest-growing brands. With over 3 million products sold, the company was valued at £17.5 million by the end of its first year. In just one year, its revenue jumped from £1.8 million to £5.5 million, a 200% increase, meaning a Nala’s Baby product is sold every 14 seconds.

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The brand has made a significant mark on the market, now holding over 8% of the UK’s baby toiletries sector, which is worth between £120–£130 million annually. Nala’s Baby products are available in all major supermarkets, have recently launched in Next and Debenhams, and are now among the top four best-selling baby skincare brands at Boots nationwide.

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Krept took to Instagram to express his gratitude for the brand's immense achievement. He posted a series of images which represented proud moments celebrated by the brand, including collaborations with retailers such as Asda, Tesco, Debenhams and Boots. He went on to list the brand's many accolades, stating that Nala's Baby is among the top 5 selling baby products in Boots. He also added that in the last year, the brand has been sold in over 10 retailers, mentioning that Nala's Baby makes up 8% of the total market share of baby toiletries in the UK.

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He ended his post with a final thank you, saying: "I can't thank everyone enough. Everyone that buys our products, everyone that has recommended our product to someone, everyone that has supported in some way shape or form, shared/commented under a post, whatever it is, I appreciate all of you honestly. This is so BIG for us and reminds me that we literally can do anything we put our heart and soul into. Big shoutout to my amazing Nala's Baby team & advisory board, I could not have done this without you all, so many sleepless nights and still counting. Such a long way to go. Thankyou".