Owner of Lullaby Skincare signs lucrative deal with Harrods

The founder of a luxury PR firm which represented Jamie Oliver and Richard Branson has turned her attention to producing organic baby skincare products – becoming the first Australian baby brand sell out at London department store, Harrods.

Kirsty Gow-Gates, who lives in Sydney, Australia, ran Exposure PR for 12 years before curating a four-piece range of skincare specifically for babies and adults with sensitive and eczema-prone skin under the name Lullaby.

Projected to reach a high seven figure run rate by 2023, business is booming for Lullaby, which can be found online or in David Jones, The Iconic, Westfield Direct and Baby Village – or internationally at Harrods.

‘As we are Australia’s only luxury skincare brand for babies and children, we have been very selective about what retailers we have chosen to partner with,’ Kirsty told FEMAIL.

Projected to reach a high seven figure run rate by 2023, business is booming for Lullaby, which can currently be found online or in David Jones, The Iconic, Westfield Direct and Baby Village – or internationally at Harrods

‘I have always loved Harrods and as it is considered the most premium and luxury department store in the world, it was my number one choice when we decided we wanted to expand into international markets.’

She sent the department store samples of her products, which includes a $34 body wash, $42 lotion, $39.99 nappy cream and $47 50+ sunscreen.

Within a couple of weeks they placed an order for the entire Lullaby range and luxury gift sets. 

Kirsty was ‘over the moon’ with the outcome and even happier to learn that Lullaby is the only baby sunscreen stocked at Harrods.

It’s also their most popular product overall, with a lightweight, hydrating formulation filled with high quality Aloe Vera and Vitamin E. 

‘It is an ultra-gentle product that is fast absorbing and easy to apply. It is not oily or greasy, so it works beautifully on women’s faces too as a primer under makeup,’ Kirsty said.

Kirsty was ‘over the moon’ with the outcome and even happier to learn that Lullaby is the only baby sunscreen stocked at Harrods

And there is plenty more to come in the sunscreen space with the brand looking to launch a ‘Pregnancy and Mums’ range that includes a new SPF sunscreen for the face, a C/Complex Pigmentation Cream and a Vitamin Boost Primer

‘We have also recently partnered with Qantas and Singapore Airlines to be their sunscreen of choice for their loyal members via their international awards program.’

And there is plenty more to come in the sunscreen space with the brand looking to launch a ‘Pregnancy and Mums’ range that includes a new SPF sunscreen for the face, a C/Complex Pigmentation Cream and a Vitamin Boost Primer. 

Lullaby is also launching a new 50+ for Sensitive Skins in October – a product that the whole family can use. 

Kirsty’s passion for the baby skincare space came about while she was pregnant with her first child and was searching for a gentle, safe and effective product that both looked and smelled divine. 

‘It was a huge eye opener for me to discover how difficult it was to find luxury, natural and effective skincare for little ones,’ she said.

‘I discovered family and baby skincare brands were still using the same questionable ingredients, working with the same large contract manufacturers who haven’t changed their formulations in decades. 

Kirsty’s passion for the baby skincare space came about while she was pregnant with her first child and was searching for a gentle, safe and effective product that both looked and smelt divine

‘I could not understand why the most precious family member whose skin is categorically defined as the most vulnerable, was not able to have the benefits of high quality, safe and innovative skincare products.’

She felt as though there were plenty of other mothers and mums-to-be who would enjoy the same concept and so set to work on formulating a brand families could trust. 

‘I started working closely with a phenomenal dermatologist and skin health expert in 2017 to formulate the core products that every family needs for their baby,’ she said.

The primary difference that sets Lullaby apart is that their products are made up of over 80 per cent organic Aloe Vera, as opposed to being simply water-based like other skincare brands. 

Aloe Vera is an excellent source of Vitamin C and antioxidants. It soothes, heals, protects, and nourishes sensitive skin.  

The primary difference that sets Lullaby apart is that their products are made up of over 80 per cent organic Aloe Vera, as opposed to being simply water-based like other skincare brands

‘We use the high-quality Aloe Vera gel as opposed to the synthetic Aloe Vera powder commonly found in most skincare brands,’ Kirsty said.

‘Our products are also 100 per cent Australian made. This is a huge benefit as we know exactly where our ingredients come from and that each batch that is made is consistent.’ 

Lullaby customers are constantly raving about the texture, scent and efficacy of the products, with many testing out the sunscreen on themselves in the recent European summer period.

‘Honestly the best sunscreen. We’ve all been using it non-stop,’ said one happy purchaser.

‘A staple in my kids’ bathroom. Clean, beautiful and smells so good,’ said another.