Photo: California Naturals
What Caught Our Eye
California Naturals Kids, a new collection bringing the brand’s colorful, cleaner approach to personal care to shampoos, conditioners, detangler and body wash made specifically for kids.
Why We Noticed
The kids’ shampoo aisle could use some growing up.
Photo: California Naturals
California Naturals has launched its first kids collection, taking some of what we already liked about the brand and applying it to products designed for the toddler-to-teen crowd.
The initial lineup includes two shampoos, two conditioners, an all-over foaming wash and a no-knot detangling spray. And rather than treating kids’ hair as one-size-fits-all, California Naturals also created Curly Kiddo Shampoo and Conditioner specifically for curly and textured hair.
The formulas are 98% naturally derived, with ingredients including coconut water, aloe, argan and jojoba oils, shea butter and hyaluronic acid. For the kids line, the brand also switched to a gentler coconut-derived cleansing system.
And then there are the scents: mango, cherry, honeysuckle, strawberry, mango coconut and sweet pea melon. California Naturals uses food-grade flavorings rather than traditional fragrance compounds to create them.
Go On…
Part of what caught our attention is where California Naturals is trying to position all of this: not as precious, premium kids’ beauty that costs $30 a bottle, but as something families can actually pick up during a Target run.
Photo: California Naturals
The 12-ounce shampoos, conditioners and cleansers are priced at $11.99, with the collection available through Target, Sprouts, Amazon, Ulta.com and California Naturals’ own website.
There are some details aimed squarely at the kids, too. The colorful labels feature artwork drawn by founder Shelby Wild’s daughter, while California Naturals’ signature flower has been reimagined as a brightly colored pump dispenser.
The kids collection also gives California Naturals a way to grow alongside the families already buying its products. The brand says it has plans to move beyond hair and body care over time, with the goal of becoming a broader personal care brand for the whole household.
For now, though, we’ll take the shampoos that don’t require a cartoon character on the bottle.
Photo: California Naturals
About California Naturals
California Naturals makes hair, body and personal care products with naturally derived ingredients and an emphasis on making cleaner personal care approachable and affordable. Its products are sold through major retailers including Target, Walmart, CVS, Sprouts and Amazon, as well as directly through the brand.