Founded in 2020 by rapper Casyo “Krept” Johnson and influencer Sasha Ellese Gilbert, Nala’s Baby was born from their desire to create sensitive skincare products for their daughter. Today the brand offers a range of naturally‑derived, vegan, cruelty‑free baby and kids’ skincare and haircare products, with formulas graded with around 97–99% natural origin, which are sold in retailers including Boots, Tesco and Morrisons. Celebrity investment for the company has come from figures like Anthony Joshua, Jourdan Dunn, Yung Filly and Konan. Notably last year, Manchester United footballers Marcus Rashford and Jadon Sancho added Nala’s Baby to their investment portfolios.