The traditional businesses that make people famous — movies, music, fashion — aren’t usually long-term prospects for most. Even the most successful actors and pop stars either age out of leading roles or begin to tire of the bright lights-biz. This is all the more true when they become parents. That’s why we think the biggest trend in Hollywood is the pivot to lifestyle, food, and fashion brands, in particular lines for babies and kids.
Just a few years ago, we were scratching our heads at the idea of Jessica Alba making diapers — of all the unglamorous products! But then our mom friends lent us Honest Company diapers after a blowout, and we all realized, hey, she’s got something here.
Fast forward to today, when our closets and pantries are filled with products from the likes of Kristen Bell, Shay Mitchell, Jessica Simpson, Jessica Biel, and now, billionaire mompreneur Kylie Jenner with her Kylie Baby line. Our best guess as to why these products prove successful? These women are smart, they have money to invest, and because they have reputations to uphold, they really care about what they put their name behind.
We sifted through our favorite brands backed by — and founded by! — celebrity parents and put together this list of all the things we’ve either bought ourselves or are putting in our carts right now.
This story was originally published in May 2020.
Our mission at SheKnows is to empower and inspire women, and we only feature products we think you’ll love as much as we do. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale.
Kylie Baby by Kylie Jenner
Kylie Jenner reached billionaire status thanks to her Kylie Cosmetics empire, so it’s not surprising that the mom of one (with another on the way!) decided to expand into the baby skincare category. Her just-launched line includes Gentle Shampoo & Conditioner, bubble bath, moisturizing lotion, and more — all in unbelievably Instagram-worthy packaging. We’d expect nothing less!
Kinderfarms by Jessica Biel
Biel was frustrated with the selection of kids wellness products she had to choose from for her sons, so she decided to take matters into her own hands. Along with Jeremy Adams, a natural products expert, she created Kinderfarms to offer natural health products for children. The products are rolling out at Target; you can shop the electrolyte solutions called Kinderlyte now.
Little Co. by Lauren Conrad
We’re in love with Lauren Conrad’s baby and toddler line at Kohl’s, and we’re in love with the bright (but tasteful!) colors and 100 percent organic cotton material. Items are all less than $20, so stock up quickly!
Kristen Bell & Dax Shepard’s Hello Bello
Our love of this brand has nothing to do with the fact that we run a Kristen Bell fan club on the side, we swear. These diapers, wipes, and personal care products really do hit that sweet spot between affordable, responsibly sourced, and actually functional.
Jessica Alba’s Honest Company
Jessica Alba’s basically the OG of celebrity baby and lifestyle moguls now, having founded this company back in 2012. The cleaning products are great, but she has earned a mega loyal following for those gorgeous diapers and gentle wipes alone.
Jessica Simpson Girls Clothing
It’s getting hard to remember a time when Jessica Simpson was known as a singer and a reality-TV star. She has truly found her calling as the head of a wildly successful apparel brand that has possibly too many adorable pieces for babies and girls.
Katy Perry Collections Kids Shoes
From junk-food print sneakers to pearl-adorned booties, Katy Perry’s girls shoes are the stuff of our childhood dreams. These scented watermelon jelly sandals are peak summer.
Camila Alves’ Yummy Spoonfuls
Some people might know Brazilian model Camila Alves as the wife of Matthew McConaughey and mother of his three kids. Moms know her as one of the founders of this great organic toddler food company that is making mealtimes SO much easier.
Jennifer Garner’s Once Upon a Farm
Sometimes we like to imagine that Jennifer Garner gets dressed up in her Alias costumes to visit the farms that provide fresh produce for these toddler food pouches. Even without the wigs, this is the next best thing to doing all that chopping and blending yourself.
Shay Mitchell’s Béis Baby
Shay Mitchell launched Béis as a luggage brand to match her Instagram-ready love of travel. Once she became a mom to baby Atlas (so fitting), she added a diaper bag, stroller caddy, and bottle cooler for trips that are a little closer to home.
Joanna Gaines’ Hearth & Home with Magnolia
Some kids will never grow out of wanting nothing but cartoon characters decorating their bedrooms, but for the others who do want something a little more grown-up, Joanna Gaines’ line for Target is kinda perfect. This is the kind of bedroom they might not be embarrassed about well into their teen years.
Hilary Duff’s Happy Little Camper
This brand, a spinoff of feminine product company Veeda, already existed when Hilary Duff was searching for a nontoxic, plant-based diaper for her second child, Banks. She loved what she found so much that she put her name behind it.
AM:PM by Christina Milian
Singer and actress Christina Milian has collaborated with baby gear company Your Babiie to create strollers, high chairs, and diaper bags that look very her. There’s a substantial full-size stroller, but we love the idea of walking through town with a lightweight, pink camo travel stroller.
MAWMA by Nicole “Snooki” Polizzi
If we’ve learned anything from the past two decades of reality TV, it’s that party girls can get married and have kids — but that doesn’t mean they’re going to settle down completely. That’s the vibe we get from some of the prints on Snooki’s collab with Your Babiie, though this marble printed bassinet is subdued enough that it won’t wake up your napping babe.
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