NEW YORK — When not gearing up for Netflix’s second season of “Next in Fashion,” Tan France is hyper-focused on young son Ismail — and figuring out the unfiltered difficulties of parenting.
He’s not alone, as actress Ashley Tisdale is also part of a new camp of influencers taking on sustainability — and the whole new parenting thing — together in full stride.
The duo are part of just-launched sustainable baby care brand Goodnest’s “nest” or partner community. On Wednesday, France and Tisdale offered up their insight and endorsement of the brand’s launch at a luncheon in Union Square.
The brand has launched a refillable line carried exclusively at Target, which includes a market-first reusable silicone baby wash bottle with three-in-one dissolvable tablets ($13.99, or $6.99 for refills), refillable baby balm ($13.99) and on-the-go “magic wash” sheets ($6.99) to eliminate water waste and dependency on single-use plastics. Free of phthalates, parabens, dyes, tear- or allergen-causing ingredients, the products rank second or better on the Environmental Working Group’s clean score.
Broadly, sustainability-tailored baby and children’s market innovations are in their, ahem, relative infancy. As seen with the advent of childrenswear resale businesses like Everlasting Wardrobe or used baby gear marketplaces like Rebelstork, space is still wide open.
And the celebrity appeal (and capital) is only set to increase for sustainability white spaces.
France described more of the allure, outside the typical fashion wheelhouse, to WWD. “I think that the younger audience is a lot more aware of sustainability, and want to take that action. And the older generations are wanting to do more, but we don’t know how to get started, and it’s lovely to have those options that make it easier to be sustainable without you really having to do that much. Having a brand that offers baby products that makes you feel like they’re doing something great, the product is affordable and great for my baby, and I can feel like I’m putting some good out there into the world. That’s what drew me in.”
As a recent first, France wore sustainable designer Kevin Germanier to present at the Country Music Awards.
“It really clued me in to look at what I put on my body. I actively went and chose this sustainable brand because I wanted to push that forward. The things that I choose to put on my body going forward, not everything [will be sustainable] — quite frankly — but I’m going to take baby steps,” he said with a laugh. “There are products out there but we just need to do a better job of finding them.”
Dan Doll, Goodnest’s managing partner, said the development process has been a “tightrope walk” between creating an efficacious product that meets a clean parent’s rigorous vetting process without sacrificing style or price.