Children's personal care is becoming increasingly segmented. This summer, for instance Johnson & Johnson launched a new Kids Hair Care line for little ones that have out grown the company’s popular baby shampoo. And at this year’s Indie Beauty Expo in New York City, Cosmetics Design spoke with several brands targeting clear and narrow consumer demographics (baby, kids, tweens, teens, and collegiates).
Risa Barash founded the popular children’s Fairy Tales Hair Care brand in 1999, with a lice prevention product called Rosemary Repel. “Today the brand goes beyond lice care, having grown into a multimillion-dollar business offering everyday shampoos, detanglers, curly care, sun and swim care products, and more,” Barash told Cosmetics Design last year in her Indie Beauty Profile.
“TBH Kids is the next generation of the Fairy Tales customer,” says Barash. “We realized that the Fairy Tales customer was growing up; and they were having some crazy changes in their bodies and they needed some personal care.” And that’s where TBH Kids comes in. The product line includes skin care, body care, and basic personal care products—all formulated to address the specific needs of tweens.
“Our shampoo and conditioner has nettle and meadowsweet in it,” says Barash, explaining that “those are ingredients that will help dry up the natural oils on the scalp. We have aloe, we have jojoba to pH balance,” adds Barash.
Watch the full video interview above to learn more about the TBH Kids approach to personal care formulation, branding, packaging, and much more.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.