Babies are big business: The global baby products market was valued at an estimated $357.9 billion in 2024 and is expected to reach $611.4 billion by 2033.¹ This includes everything from baby food, formula, diapers, and clothing to toys, toiletries, and equipment like strollers, car seats, and cribs. According to the most recent data from the Department of Agriculture, two-income families in the U.S. spend $9,300 to $23,380 on average on babies each year.²

A special formula

The days of basic hygiene products like no-tears shampoo, baby powder, and wipes seem to be a distant memory. Today consumers are demanding high-quality, multipurpose baby toiletry items — and some manufacturers are racing to market in response.

With a growing awareness of health and well-being, organic and clean products are gaining traction — and with people having fewer children, and later in life, they have more money on average to spend on tiny tots.³ The global baby toiletries market alone, which includes products such as moisturizing body washes, diaper rash creams, massage oils, and organic shampoos is projected to grow by $8.59 billion from 2025-2029.⁴

Fame-fueled growth

About 55% of men and 45% of women say they would buy a product because they admire a celebrity endorser. It seems that celebrity-founded brands are helping propel growth, making baby care products and accessories chic and attainable — and in some cases, relatable. Many of the celebrities making the foray into the baby business are parents themselves, which may potentially send the message, real or imagined, that they know what parents want and need for bringing up babies.

The Honest Company, co-founded by actress and mother of three Jessica Alba in 2012, started with a focus on clean and sustainable baby products like wipes and diapers. Since then, it’s expanded to personal care, beauty, and cleaning supplies, earning $344 million in revenue in 2023. Though Alba has stepped down from her position as chief creative officer, her popularity coupled with the brand’s strategic partnerships with companies like Walmart, Ulta Beauty, Publix, and GNC, has helped make the products more widely accessible.⁵

Actress and mother Jennifer Garner joined organic baby food company Once Upon a Farm two years after its launch in 2017. Described as “a force who could open doors”, Garner has helped the company evolve from a small local brand to a disruptor in the children’s nutrition industry, accelerating its annual revenues from about $1 million to $100 million.^6,7

Building on the star-power of her Kylie Cosmetics company, Kylie Jenner added the allure of Kylie Baby to the “KarJenner” business empire in 2021. The brand features vegan and hypoallergenic baby hair products and body lotion, and the mogul shared with her 395 million Instagram followers that they’re all tested and approved by her daughter.^8,9 Some 81% of consumers say that social media posts from influencers, friends, or family members has piqued their interest in an item or service and 49% say they make daily, weekly, or monthly purchases because of influencer posts.

Basket-baller turned entrepreneur Dwayne Wade and his actress wife and co-parent Gabrielle Union launched their Proudly brand to answer a need for high quality, inclusive products for all babies at affordable price points, including $8 diapers.¹⁰ With accessibility a central element of the brand’s promise, Wade and Union have made it possible by partnering with discount retailers like Target and Dollar General stores to feature their products.

Read more: Main character energy: The business of celebrity brands

Tot tech

Baby tech and gadgets designed to make parenting easier and more convenient are also surging in popularity, and in some cases, in price as well. Sleep-deprived parents can invest $1,700 in a SNOO, a clever crib that provides responsive rocking along with white noise to lull little ones into slumber.¹¹

A new wearable baby monitor device backed by the makers of the Oura ring does the seemingly impossible: It enables users to record the sound of their heartbeat and play it to their babies remotely to mimic the sensation of feeling held — so dads and moms on the move can essentially be in two places at once.¹²

Those who want to hold offspring in the more traditional way can strap them on with a stylish $420 Artipoppe carrier, a Dutch brand owned by high-end pram producer Bugaboo.¹³

Sweet pea luxury

With some parents prepared to spend a bundle on their bundle of joy, luxury labels are throwing their bonnets into the ring of retailers and celebrities catering to the pint-sized.

Louis Vuitton launched a baby collection that features a $1,400 knitted blanket and a $2,430 baby suitcase in the brand’s iconic monogram pattern.^14,15 

Dior’s product line for littles ranges from skincare options like $290 “scented water” and $120 moisturizer to $730 pajama sets for newborn fashionistas.^16,17 Fans of the French fashion house can also one-stop shop for a $7,700 bassinette/stroller combo and $3,300 diaper bag.¹⁸

Along with its kids’ fashion line, Fendi is raising the stakes in stuffies with a mink teddy bear that retails for $14,000.¹⁹

Read more: Designer dining: How luxury brands are setting the table

Baby steps

Some of the shiny baby objects may appeal to parents, especially first-timers, both for indulging their infants as well as keeping up with peers. While it may be tempting to splurge, identifying the must-haves may free up funds for other things down the road, like getting a jump start on college savings.