Is The Natural Play Makeup Company Still in Business? (2026 Update)
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Look for The Natural Play Makeup Company on AmazonFull story →Kitty August pitched a mineral-based children's cosmetics line, left out of the formula are several ingredients common in cheaper kids' make-up sets, including parabens, talc and synthetic fragrance.
She asked for £75,000 against a fifth of the business, and Deborah Meaden backed the deal.
A gap in a low-cost, mass-market category
Children's play cosmetics are largely controlled by big toy manufacturers with comparatively little scrutiny over ingredients, and the pitch leaned directly on that gap: a hypoallergenic, British-made range built specifically with young skin in mind.
That kind of ingredient-first positioning tends to win over a smaller but genuinely committed group of parents happy to spend more for peace of mind, even where the total market is narrower than the mainstream toy aisle.
The trading picture
Coverage describes the company continuing to sell directly through its own site and forming relationships with independent children's retailers.
Independent children's retailers are the natural home for a brand like this, since the parents who care about the ingredient list are already shopping away from the mainstream toy aisle.