In 2022, Lullaby was selected to be one of just three baby skincare brands (and the only Australian brand) to be sold in the premium London department store Harrods, and the only SPF50+ for babies and children to be sold online and in-store.
Talking about the huge success, Kirsty says: “I felt it was confirmation that the business was going global and that all the hard work was paying off. What was amazing was that it was such an easy sell-in, which shocked me. I had been told brands work at it for decades to sell in Harrods, but Lullaby must have been exactly what they were looking for when it came to baby skincare.
“This has also recently been the case for a major department store in China – they said they had been waiting for a beautiful premium, natural baby skincare brand to come along and did not hesitate to stock all our products and gift sets.”
What Kirsty is most proud of is that Lullaby has helped people, especially those who struggle with sensitive and eczema-prone skin. “I am proud that Lullaby has helped so many families with skin conditions due to the beautiful and effective ingredients we use and that it has given so much joy to families with little ones.
“The feedback I often receive is touching and it’s a great feeling to provide such quality products for people who enjoy using them in their daily lives.”
The great work Lullaby is doing didn’t go unnoticed by luxury brands Rolls-Royce and Bentley. “We were thrilled to have been invited to partner with them for their global sustainability launch event in October 2023,” says Kirsty.
“It was a huge compliment to have been informed by St James’ House in London that international VIP members for both prestigious brands were asked to recommend their ideal brands to partner with for the event and that Lullaby had been chosen.
“What was most exciting was the launch of their elegant new sustainable coffee table book at the event, which features a two-page article on Lullaby’s brand story.”
The massive success Lullaby has enjoyed is even more impressive considering Kirsty was building the business whilst raising her two boys.
Before becoming a mother, Kirsty owned her own PR agency for 12 years. “When I became a mother I wanted to focus less on events and late nights and more on my children and what would benefit them.
“I have always wanted to be a ‘present’ mother and naturally running a business requires time and energy,” she says. “When I feel guilty, I remind myself that my boys benefit from seeing their mother working hard and I also try to involve them as much as possible. I share with them my day-to-day activities so they feel part of the Lullaby journey.
“They both love feeling involved in the business and chatting about ingredients, they often create new little concoctions for me to launch in my range!”
Kirsty emphasises the importance of surrounding yourself with the right team when you run a business – people who are inspiring and positive. She doesn’t have a business partner but has lent on mentors and consultants to help with ideas, finances and targets.
“It’s so important to me to stay true to your own vision – to stay in your lane. I’ve learnt to stay focused on my dreams and goals, to have patience and to see the bigger picture.
“No one is going to do it for you. If you really want a great business, I’ve learnt you have to be prepared to work harder than you ever have to make it a reality.
“I feel that following my intuition has stopped me from falling into the trap of self-doubt when it comes to being a mother or at work. When we slow down and listen to ourselves, we really do have the answers.”