Emma Bunton launches a baby brand and reveals what her kids think about their mum being a Spice Girl
"If a Spice Girls song comes on we always have a singalong."
Emma Bunton, known to millions around the world as Baby Spice, has some exciting news for parents who no doubt grew up singing along to Spice Girls songs.
Emma’s hugely successful baby brand, Kit & Kin has launched in Australia! Parents can pick up Kit & Kin’s sustainable and eco-friendly nappies, baby wipes and skincare online and exclusively at Baby Bunting.
The Spice Girl says she was inspired by her own two children, Beau, 14, and Tate, 11, to launch the baby care brand, telling Bounty Parents, “when they were little, they struggled with sensitive skin and eczema and it was difficult to find products on the shelves that didn’t irritate their skin even further”.
In an exclusive chat with Bounty Parents, 46-year-old, Emma tells us more about Kit & Kin, what her kids think of their mama being a Spice Girl and confirms whether or not there are plans for the girl group to come for a reunion tour Down Under.
Emma has two children, Beau, 14 and Tate, 11 with her husband, Jade Jones.
Congratulations on the success of Kit & Kin and its recent launch into Australia. Tell us about the Kit & Kin range and what it means to you?
Our Australian launch means the world to me! Kit & Kin is one of my babies and I’m so proud of what we’ve achieved. You can now find our eco nappies, biodegradable wipes and natural skincare at Baby Bunting and online at kitandkin.com.au. The products are amazing (I know I’m biased, but it really is true!) – we focus on using sustainable, plant-based materials and ingredients across our ranges, which means that they’re kind on Baby’s skin as well as our planet.
Our nappies are the most accredited eco nappies on the planet and they’re made in a carbon neutral plant, which is pretty amazing! And, of course, they have the cutest animal prints on the bottom, including a koala design, which parents and little ones love. Our super soft wipes are made from 99% water so they’re really gentle and so handy, I use them all the time even though my kids are quite grown up now. And I could talk about our skincare all day! It’s produced locally in Melbourne, and I love all the products so much, they’re made from natural ingredients so are suitable for the most sensitive skin.
Something that’s hugely important to us as a brand is that for every product purchased, we give back through the Kit & Kin Foundation. Thanks to our amazing customers, we purchase and protect thousands of acres of rainforest around the world. It’s all about making a difference where you can.
What does the name Kit & Kin mean?
Kit & Kin is a play on the phrase Kith and Kin, meaning friends and family. We want to help look after our loved ones with a range of safe, affordable and eco-friendly products, hence the name Kit & Kin.
Emma Bunton aka Baby Spice has released a new baby care range, Kit & Kin, which is now available in Australia.
What inspired you to launch a baby care range?
It was my own babies that inspired me to launch Kit & Kin. When they were little, they struggled with sensitive skin and eczema and it was difficult to find products on the shelves that didn’t irritate their skin even further. I know that lots of parents go through this, and it can be really stressful because all you want is the best for your babies. So I knew I had to create my own range, to help provide families with a trusted, go-to brand for eco baby essentials. Around that time I was introduced to my co-founder Christopher Money and we clicked straight away, we had exactly the same vision. The idea for Kit & Kin was born very quickly after we met!
Do you have a favourite product from the Kit & Kin range, one you’re most proud of?
It’s so difficult choosing a favourite because I’m really proud of all of it! I personally love using the magic salve because it’s so versatile. You can use it as a nappy cream but also for any dry, problem areas – it’s great as a lip balm. I also love the oil, it’s beautiful for my skin and easy and quick to apply.
How different is it parenting older children compared to babies?
It’s such a different set of challenges once they get older. It’s obviously less hands on, but with more independence comes new worries. I think the main principles stay the same though, just to give them all your love and always be there for them. Talking and being open in our family is something that’s so important to us in the Bunton-Jones house.
Emma with her 14-year-old, Beau Lee Jones.
Looking back what did you love most about the baby stage? And what was the most challenging?
The closeness, watching every single change in their tiny life. It was magical for me. Breastfeeding was much more painful than I ever imagined – I wish I’d been warned, but I know everyone is so different.
How would you describe your mothering style?
Warm, lots of cuddles and I listen a lot. Their happiness and safety is my priority.
What do your children think of you as a global pop star aka Baby Spice?
They are both still so young but I don’t think they expected the magnitude of the last tour, it’s when they realised how global we are and how hard the Spice Girls have worked. They loved being on tour with me and loved singing and dancing along!
Emma shares a throwback photo from 26 years ago of the Spice Girls in Tokyo.
Do your kids enjoy listening to Spice Girls music?
If a Spice Girls song comes on we always have a singalong; they have their favourite songs.
Would either of your kids like to follow in your footsteps and be a singer/musician?
Both of my children are very much into music, we always have music playing in our house from old to new stuff, it’s a very musical house.
What does an average day in your life look like?
A typical day for me is pretty busy! We get up at about 6am and then it’s time to get ready for the school run. While we have breakfast we often have a bit of a sing and dance to our favourite playlists or listening to the radio, and then it’s getting dressed and out the door.
Once I’m back from dropping them off at school, it’s either time for a quick workout or down to work straight away – I usually start with catching up on emails for Kit & Kin. It’s a really exciting time for us as a business, we’re growing quickly and there’s a lot going on. I find it so rewarding knowing that we’re helping to protect our planet while making amazing products that parents and little ones love!
Some days I’ll have meetings in town or be at photoshoots for our new products. I usually need to do some preparation for my Sunday radio show on Heart FM as well.
For lunch Jade normally takes charge, he is an amazing cook and makes delicious, healthy food.
Once the kids are back from school it’s homework time, which Jade and I tend to split and help with the different subjects.
In the evening we all love a chilled night in on the sofa. Your favourite TV show and some good food with your family, it’s hard to beat! I normally go to bed at about midnight, luckily I tend to sleep well.
Emma Bunton and her R&B singer turned chef, husband Jade Jones have been in a relationship for 24 years. The couple married in 2021.
You recently joined Mel B on The Circle. How much fun was it to be working with Mel B again?
I loved every minute. I’m a fan of the show and to spend some time with my bestie, we laughed a lot!
Do you and the other Spice Girls have a chat group, do you catch up together over Facetime?
Yes, when we can. I love the connection we all have, it will always be very special and no one else will ever understand.
Are there any plans for a Spice Girls reunion tour and, if so, will you come to Australia?
We would love to do more touring together, it’s just a matter of working out when and how in between solo projects and kids’ school holidays.
