Sustained demand for hygiene, new formulations, and product launches all contributed to the resilience of baby and child-specific products in 2021. After heightened demand at the start of the pandemic, particularly in baby wipes and other hygiene-related categories, baby and child-specific products was expected to see a slight contraction in 2021.
The media personality turned beauty mogul Kylie Jenner launched her long-awaited Kylie Baby line in October 2021. Kylie toyed with the idea after the birth of her daughter Stormi in 2018, and ultimately dedicated the brand to her.
Benefiting from its dermocosmetics positioning and social media presence, CeraVe introduced a revamped baby care line in September 2021. Similar to its adult skin care line, the product offerings were developed with dermatologists along with paediatricians to formulate products specifically for sensitive and delicate baby skin.
Baby and child-specific products is catching up to the rest of the beauty industry, moving past the days where “one size fits all” was the standard. Following its successful launch in 2017, Baby Dove rolled out several new skin and hair care products specifically formulated for babies with melanin-rich skin.
Following its launch in 2019 as a clean and sustainable premium baby brand, Pipette pivoted its strategy in 2021 from the premium to the mass segment. While premium baby products are gaining traction due to the shifting beauty preferences of millennial parents, during the pandemic baby brands that had a wide distribution network in bricks-and-mortar channels fared better than those limited to specialist retailers.
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Baby Care
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby Care research and analysis database.
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