Baylis & Harding is a British personal care brand renowned for its luxurious yet affordable bath and body products. Established in 1970 by David and Marcia Slater, the company has evolved under the leadership of their children, Tania and Adrian Slater, who assumed ownership in 2005. The brand has successfully expanded its presence both in the UK and internationally, particularly in the United States.
Product Portfolio
Baylis & Harding offers a diverse range of products, including hand washes, body washes, bath soaks, hand creams, and vegetable-based soaps. The brand emphasizes sustainability and natural ingredients, as exemplified by its Goodness range, which comprises 98% naturally derived ingredients and features fragrances like Lemongrass & Ginger, Sea Kelp & Peppermint, Rose & Geranium, and Oud, Cedar & Amber. The packaging is made from 100% post-consumer recycled materials, and the brand has partnered with TerraCycle to ensure recyclability of pumps, caps, and tubes.
In 2023, Baylis & Harding introduced the Kindness+ collection, aligning with the skinification trend by incorporating skincare ingredients such as vitamin C, niacinamide, and hyaluronic acid into hand washes. This range is also 98% naturally derived, biodegradable, and free from dyes, parabens, silicones, and sulfates. The products are packaged in bottles made from 100% post-consumer recycled plastic.
Market Presence and Distribution
Baylis & Harding has strategically expanded its distribution channels to enhance market reach. In 2020, the brand launched its Elements Hand Wash Collection exclusively at Walmart in the U.S., featuring stylish packaging and modern fragrances. The Goodness line was introduced to U.S. consumers through Target stores, and by 2023, the Kindness+ collection was launched at 849 Target stores and on Target's website. Additionally, select products from the Goodness line became available at over 1,000 Bed Bath & Beyond stores.
Financial Performance
As of 2021, Baylis & Harding reported sales of approximately £60 million (around $75 million) and a gross profit of £15 million (approximately $19 million). The brand's strategic partnerships and product innovations have contributed to its financial growth and market expansion.
Target Market and Positioning
Baylis & Harding targets consumers seeking luxurious yet affordable personal care products. The brand appeals to individuals who prefer natural and sustainable products without compromising on quality. Its pricing strategy positions it as a value-centered clean beauty brand, making luxury accessible to a broader audience.
Competitive Landscape
In the UK, Baylis & Harding is the second-largest hand wash brand, following Nivea. The brand differentiates itself through its commitment to sustainability, natural ingredients, and affordable luxury. Competitors include other personal care brands that emphasize natural ingredients and eco-friendly practices.
Recent Developments
Baylis & Harding continues to innovate and expand its product offerings. The introduction of the Kindness+ collection reflects the brand's responsiveness to consumer trends favoring skincare-infused personal care products. The brand's focus on sustainability is evident in its use of recycled materials and partnerships aimed at enhancing recyclability.
Market Research
