The Kids Bathing Co.

Celebrating female-founded brands you'll want to know.

Since November 2025, we've been spotlighting the next generation of female-founded consumer brands and celebrating female entrepreneurship, showing that building a business is a real, viable career path for women from all walks of life, regardless of background, age, culture, or circumstance.

We started Mindful Brand to support women in succeeding in business - not just through what we do, but also in how we shop. We believe in a future where more seven-figure consumer brands are built by women, and we're committed to helping make that vision a reality.

Deciding which businesses to support is a personal choice.

If, like us, you prefer to champion female-owned brands, we hope you enjoy this series.

Today, we’re featuring The Kids Bathing Co., founded by Poonam Tosar in 2023 in the UK.

About the Brand

The Kids Bathing Co. is a premium yet affordable children's toiletries brand, offering a carefully curated range of bath and body products designed specifically for kids aged 2-12.

The brand bridges the gap between baby and adult toiletries - offering clean, grown-up packaging and thoughtfully crafted fragrances that resemble adult scents, rather than the typical sweet and fruity alternatives. Their signature drop with a smiley face - like an emoji - keeps it fun, without the baby branding.

This year, The Kids Bathing Co. won Made For Mums Gold 2026 in the Toilet and Bathtime Awards for Best Innovation, and Mintel's Most Innovative 2026 for the Europe, Middle East and Africa region.

Meet the Founder

Poonam is a first-time, solo founder based in Leicestershire, originally from Birmingham. Before launching The Kids Bathing Co., she studied Law at university and went on to work as a buyer for a large retailer - before taking a career break to raise her daughter.

It was during that career break that Poonam spotted a gap in the market, and made the decision to build something from scratch.

How She Started

After daily bath time battles with her daughter over why she couldn't use mummy's and daddy's toiletries, Poonam searched the market for a solution - toiletries that "SMELT" and "LOOKED" like adult products, were formulated specifically for kids. Finding nothing at an affordable price point, she set out to create her own range.

In November 2023, The Kids Bathing Co. was born. All toiletries are dermatologically tested, paediatrician approved, suitable for sensitive skin, free from sulphates, and made in England.

The brand is also the UK's first kids toiletries brand to introduce a multivitamin-infused range.

What She Learned

Poonam has learned that building a business is a rollercoaster of emotions, filled with highs and lows - and you have to keep going!

It's also natural to make mistakes, don’t be hard on yourself - you learn so much from them.

Know your products and business inside out - your USP, your numbers and margins. And join a community. She is part of Buy Women Built, and it's an amazing one - collaborative and supportive.

Where to shop

The Kids Bathing Co. is available to buy at Ocado, Amazon, and www.thekidsbathingco.com.

Instagram: @thekidsbathingco

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