Vegan Wellness Brand ‘Now’ Launches Kids, Baby Clean Care Lines

Now, a 55-year-old family-owned wellness brand, launches Now Kids + Now Baby, available DTC and at select retailers nationwide. 

 

Now Kids + Now Baby offers quality supplements, toothpastes and body care products formulated with clean and functional ingredients. 

 

“We know parents are prioritizing more natural and 'free from' products for their children, from what they consume to what they put on their bodies,” said Kim Perkins, Now vitamin brand manager. “So, knowing we already offer a suite of trusted holistic health products, it made sense to create a category specifically for babies and kids that could help fill the gaps in their diets and give them gentle products to use, from the inside out.”

 

Now Kids + Now Baby provides product essentials that are kid-tested, parent approved and meet Now’s industry-leading standards and rigorous testing for purity, quality and efficacy.

Now baby care products are free from artificial fragrances, parabens and other potentially harmful ingredients. They are also certified cruelty-free and vegan. These include Fragrance Free and Lavender varieties of baby lotions; shampoos; and oils. 

 

“Our body care products were created and tested by loving Moms at Now, to ensure they would feel comfortable using them on their own kids,” said Tina Tews, personal care brand manager. “We're proud to feature Calendula as a star ingredient across the line, known for its gentle and soothing properties.”

 

Three Now Kids toothpaste varieties – Orange Splash, Bubblegum Splash and Strawberry Splash – are made with tooth-friendly, sugar-free alternatives like xylitol and stevia.

 

Now Kids supplements with safe and effective potencies for kids ages 1 and up includes DHA Chewable Softgels, Calcium Chewables, Liquid Echinacea, BerryDophilus Probiotic, and Kid Vits Chewable Multivitamins. The supplements will transition into 100% post-consumer recycled (PCR) resin packaging through 2023, as part of Now’s commitment to reducing its environmental impact.

 

All Now products are available online at nowfoods.com, Amazon and fine health food stores and natural retailers nationwide.