In a market dominated by products for babies or adults, Tuco Kids is creating a niche all its own. Founded in 2023 by Aishvarya Murali, the startup focuses on beauty and personal care products designed specifically for children aged 3 to 15. By combining safe, natural ingredients with fun and engaging formulations, Tuco is addressing a long-overlooked segment of the personal care industry. Its mission is simple yet powerful: offer products that cater to the unique needs of growing kids while keeping them safe and happy.
Why Kids Need Their Own Products
Parents often face a dilemma when choosing skincare and haircare products for their children. Baby products are too mild to handle common issues like dryness, rashes, or dandruff. Adult products, on the other hand, are too harsh for delicate young skin. Tuco recognized this problem early and created products that fill the gap. Children today face a range of concerns, from scalp sensitivity to lice or mild skin irritations. Despite these challenges, few brands have focused solely on kids. Tuco’s approach is to make products that are safe, effective, and enjoyable, turning daily routines into a positive experience for children.
The Tuco Difference
Tuco’s strength lies in its commitment to natural, safe ingredients and thoughtful design. The products feature traditional ingredients like turmeric, saffron, reetha, mint, and hibiscus, which are gentle and effective. Each formula is dermatologist-tested and cruelty-free. Beyond the ingredients, Tuco emphasizes engaging packaging that is bright, playful, and made from 100% recycled plastic, reinforcing its focus on sustainability. The brand philosophy is clear: “for kids, not about kids.” Every product, from shampoos to soaps, is designed to make children feel included and excited about personal care.
Growth and Market Strategy
Tuco positions its products in the affordable-premium segment, with prices ranging from ₹199 to ₹699. They are available through the brand’s website, major e-commerce platforms, and quick-commerce apps, with plans to expand into selective offline retail stores. In 2025, Tuco raised $4 million in Series A funding, led by RTP Global, following a $2 million seed round. The fresh capital will help the startup expand its product range, strengthen brand awareness, improve distribution, and grow its team. With these plans, Tuco aims to achieve ₹100 crore in annual recurring revenue within the next 18 months, highlighting the growing potential of India’s kids’ personal care market.
Challenges and Future Outlook
Despite its promise, Tuco faces challenges. Convincing parents to switch from trusted legacy brands will require consistent quality and strong messaging. Competition is intensifying from brands like Mamaearth and Wow Skin Science, which are exploring the kids’ segment. However, Tuco’s focus on safety, natural ingredients, and engaging branding provides a competitive edge. Looking ahead, the startup plans to expand into new product categories like kids’ makeup and grooming accessories while reaching Tier II and Tier III cities. By maintaining a balance between safety, fun, and effectiveness, Tuco is redefining children’s personal care and setting a benchmark for the next generation of kids’ beauty brands.