Splash enters growing kids’ body care market with ‘big kid’ bath brand

A new children’s bath care brand has landed on shelves in response to the growing need for body care designed for kids who have outgrown baby products but are not yet ready for more mature routines. 

From the makers of Tree Hut and baby care brand Baby Magic, Splash aims to offer kids and parents “fun, skin-safe body care” created specifically for children between the ages of four and ten. 

Made for all skin types, Splash products are dermatologist and pediatrician-tested. The collection features skin-nourishing ingredients free of sulfates, phthalates, parabens, gluten, endocrine disruptors, and is hypoallergenic, vegan, and dermatologist-tested. 

The product lineup includes a two-in-one Shampoo + Body Wash, Bubble Bath, and Body Lotion. The range’s colorful packaging and gummy bear scent are designed to grab kids’ attention and engage them during bath time. 

A report from the Journal of Child and Family Studies highlights how routine child care activities, such as feeding and bathing, are generally perceived as more demanding and stressful than interactive child care, such as playing. 

“Splash was built around a simple idea: turn bath time into a routine to look forward to,” says Lindsey Scales, director of marketing.

“Kids want to have fun, they don’t want to get clean, and at this age, they are starting to assert their independence and preferences. We created a line of body care solutions designed for those in-between years from toddler to teen that feel like ‘big kid’ products, but also with skin-safe ingredients parents can feel good about.”

Tailored solutions for kids

The intersection of kids’ craving for more mature personal care products and solutions actually targeted for their skin has been a contentious meeting point in the industry. According to the Cosmetic, Toiletry and Perfumery Association, almost all UK parents (85%) now discuss skin care with their children, and nearly a third (32%) do so several times a week. 

Skin care for children is clearly gaining momentum. Sincerely Yours, a skin care brand developed for teenagers, recently landed in Sephora; Claries has launched personal care products tailored for tweens; and Rini, a skin care brand designed specifically for kids, launched to a chorus of criticism online.

The influx of kids using skin care products, some not designed for their skin type and thus unsafe to use, has contributed to controversy. Additionally, some argue that skin care brand launches geared specifically at children are entirely unnecessary. 

However, Splash is not a face skin care brand. It positions itself as offering a “kid-friendly experience” and provides an in-between solution that’s neither babyish nor grown-up, incentivizing body care in children by catering to their needs.Splash’s colorful packaging is designed to engage growing kids. 

The collection’s Shampoo + Body Wash is a gentle, all-in-one formula that cleanses hair and skin. It features aloe vera, vitamin E, and chamomile to nourish and help leave skin soft and comfortable. 

The Bubble Bath has a sudsy formula that cleanses and keeps the skin soft. It also contains aloe vera and vitamin E. The product includes a bubble wand to inspire hands-on play and imagination in the tub.

Lastly, the Body Lotion is a lightweight, fast-absorbing formula designed to keep kids’ skin feeling hydrated and fresh throughout the day. Alongside aloe vera and vitamin E, the solution also has jojoba oil to hydrate without leaving a greasy feel. The hand pump is designed for accessibility and to meet growing kids’ desire for independence, making it simple for them to use on their own. 

Blending fun and function

All the products are designed to encourage independence and play during daily bathtime routines.

A Pew Research Center study on modern parenthood found that over half of parents with children under 18 find it very or somewhat difficult to balance work and family life. The creators behind Splash designed their solutions with this in mind.

Splash’s collection is available on Walmart.com and in Walmart stores. It is also set to be made available on Amazon this June.

Alongside the product launches, the body care brand is introducing five characters that will appear on their social media accounts and website: Sudsy Stella, Learning Lenny, Drippy Dan, Giggling Gabby, and Happy Harper.