Sustainable lifestyle brand Kit & Kin has secured an exclusive listing with Boots. Their baby skincare range will launch in 65 stores and online on the 21st July 2025.
Kit & Kin, co-founded by Emma Bunton and business partner Chris Money, launched in 2017 with an emphasis on eco-friendly, non toxic baby products with great performance. Boots was one of the first brick and mortar retailers to stock the brand’s award-winning eco nappies.
Kit & Kin is currently up 38% YOY on sales volume for nappies and in the last two years has doubled their distribution with the retailer to 794 stores. Following this success, Boots will now stock the full baby skincare range which is hypoallergenic, certified natural by The Soil Association and approved by dermatologists.
The product range will include award winning shampoo, bubble bath, baby oil, baby lotion, and customer favourite, the magic salve – a product seeing huge growth, with Kit & Kin data showing the product is up 81% for the last 12 months vs the year before.
Co founder of Kit & Kin, Chris Money commented: “We have a long history with Boots who has supported us from the beginning. This listing supports our mission to make day to day products that are non toxic and certified natural more widely available on the high street. In a world of greenwashing by household brands, we’re making truly sustainable product choices easier, which includes the cleaning and laundry product ranges we launched into our offering at the end of 2023.”
Sofia Armatige, category manager, consumables at Boots says: “Kit & Kin’s ethos and mission sets them apart from others. We’re glad that we’re able to bring more of the range to our customers who are looking for sustainable solutions for their family.”
Kit & Kin have had a successful first half to the year, reporting that they also are the fastest growing nappy brand at Ocado, seeing a 48% YOY growth of their eco nappy range, and their biodegradable wipes seeing growth of over 78% vs 2024.
