Kylie Jenner has a new baby! No, we’re not referring to her second pregnancy, but rather a new brand. Joining Kylie Cosmetics, Kylie Skin, and Kylie Swim, Kylie Baby is Jenner’s new lifestyle-slash-beauty brand catering to new moms. It’s launching tomorrow with four products—gentle shampoo, gentle conditioner, bubble bath, and moisturizing lotion—and three bath time accessories.
Kylie Baby takes formulations seriously. The products meet rigorous ingredient standards and are pediatrician approved. The shampoo and conditioner were designed to be used on all hair types and for babies, toddlers, and kids of all ages, while the bubble bath and lotion are safe for sensitive skin. The accessories include a 100 percent cotton bath towel in three colors, a brush and comb set, and a travel case.
We catch up with Jenner to learn more about Kylie Baby, her advice for new moms, and whether or not we can expect Kylie-themed strollers in the future.
Clean formulas and trust are paramount for a baby brand. Tell me about the process of creating these baby-safe formulas and products.
I worked with a team of chemists who specialized in baby care development to select naturally derived ingredients and botanicals for my Kylie Baby formulas. I wanted to be sure I was using the most gentle, clean, and safe products on my own kids. So, it was important that the line met my clean standards and is pediatrician approved.
I’m sure you’ve tried so many baby products! What makes Kylie Baby better?
I’ve definitely tried my fair share of baby products, so when creating Kylie Baby, delivering the best and highest-quality formulas was essential. We designed all Kylie Baby products to be clean, vegan, hypoallergenic, pediatrician tested, and tear free. Each product is safe for all ages and is cruelty free, paraben free, sulfate free, silicone free, and gluten free.
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What’s Stormi’s favorite product?
She loves the bubble bath!
What is your best piece of advice for new moms?
One of the most important things motherhood has taught me is to be gentle with yourself. Motherhood is such a balancing act, and I just try to take one day at a time!
Is beauty just the first launch from Kylie Baby? Can we expect clothing, strollers, et cetera?
My main focus right now is sharing all the love our new Kylie Baby line has to offer, and I’ll be sure to keep everyone in the loop as soon as anything new is arriving.
What was the hardest part about becoming a new mom—and what has been the most rewarding?
The hardest part about it is the lack of sleep [laughs]. The most rewarding thing is being able to see the world through Stormi’s eyes and watching her grow every day.
This article originally appeared in Harper’s BAZAAR US