Skip to main content

Lil’ Dipper Plans Gradual Launch Of Baby Products

Lil' Dipper, a new line of skin care products for babies and infants, is keeping things, well, "Lil'" for now.

NEW YORK — Lil’ Dipper, a new line of skin care products for babies and infants, is keeping things, well, “Lil'” for now.

The company just launched with dermatologist-owned SoHo spa SkinCarelab and plans to increase its distribution “slowly and carefully,” according to Lil’ Dipper president Adam Agensky, a former attorney.

“In deciding the best way to launch [the line], the focus was not about the number of doors; rather, it was the quality of our launch partner,” he said. Starting next month, Lil’ Dipper will be available in L.A.’s Kitson.

And, while Agensky said the brand is currently in talks with additional retailers — from small boutiques to department stores, as well as retailers abroad — he explained that SkinCarelab (which sells other small brands such as Ole Henriksen, Anthony Logistics and Epicuren) provides the perfect forum to initially get the word out to consumers and that he is in no rush to expand immediately. “Nothing could better evidence the quality of our skin care than being launched at a dermatologist-owned spa,” he said.

Describing himself as “one of those men who have used skin care products for a very long time,” Agensky said he came up with the idea for Lil’ Dipper while living in New York’s Gramercy neighborhood. “There are more strollers than people [in Gramercy],” he said. “I would watch these new parents pull out these huge tubs of baby wipes to clean their babies’ fingers. They were so big, and the wipes at the top of the tubs would get dried out — to me, it was a no-brainer.”

So he developed an idea for individually wrapped, portable baby wipes, which eventually expanded into a line of four products, including Baby Lotion and Shampoo Wash. The line ranges from $12 for a box of Lil’ One Wipe baby wipes to $15 for Diaper Cream. All of the products feature natural ingredients, including aloe, vitamins and extracts and are free of chemicals and dyes.

The Lil’ Dipper name and logo, which features a baby stroller resting on a cloud beneath a half-moon, came as a result of Agensky’s search for “something that was cute but sophisticated,” he said. “I came across an old pram and I had a vision of the constellation of the Little Dipper, and every baby is a star, at least to their parents,” he said, adding that he has yet to have children himself, “much to my parents’ chagrin.”

You May Also Like

And, as Lil’ Dipper begins to build its distribution, Agensky said he is already in the process of developing additional offerings, including a “foaming” version of the Shampoo Wash, a massage oil and several other products. While he would not comment on sales figures, industry sources estimate the line could do up to $300,000 in its first year on counter at retail.