Fifi & Friends
Where does the name Fifi & Friends come from?
The brand is named after my daughter Sophia, who we have called Fifi since she was tiny.
Tell us why you created the brand.
When Fifi was born I was super conscious of the products I was using on her sensitive newborn skin and I really struggled to find a brand I trusted and that had everything under one roof. That’s why I created Fifi & Friends. Its kind baby care and has everything you could need, is totally safe from newborn and is made with gentle, natural ingredients. The whole range
is vegetarian (most products also vegan) and is free from parabens, sulphates, silicones and wheat.
Success and the future
We are so excited to be launching your products on our site. Do you have a favourite?
I love the whole range and use the Baby Wash and Lotion religiously on Fifi (and myself!), but I think the Conditioning Detangling Spray is our favourite. You just spritz it on the hair after washing and the comb glides through, so no tears or tantrums at bath time. It also smells beautiful!
All of your products are made from natural ingredients and part of your ethos is to never test on animals. Why is this so important to you?
There are so many brands out there which are full of ingredients I can’t understand or even pronounce and I just didn’t want to put anything like that on my daughters skin. That’s why I wanted to create the brand, it has everything you could need as a parent but contains natural ingredients that you know and trust. As well as being cruelty free, Fifi & Friends products are hypoallergenic and contain Organic Aloe Vera, Coconut Oil and Almond Oil.
We love ‘Fifi’s Journal’, a section on your website with parenting and lifestyle tips. Do you lean on your own experiences of motherhood to help other parents?
Absolutely. I wanted to create an online space where parents could feel a sense of community - for all those questions that remain unanswered as you become a parent. I’m lucky that my sister is also a mum so I have been able to go to her a lot for advice, but I also find engaging with other parents on social media a great comfort and support. It’s a real positive element of the social dominated world we live in.
Running a business and raising a family is hard work. How do you strike a good balance between work and home life?
It requires a lot of organization, but I love what I do so I make it work. I’m able to do a lot from my phone and now that Fifi goes to school full time I am able to get a lot done between drop off and pick up. But she loves the products and coming along to shoots with me, so there’s still things we can do together!
What’s next for Fifi & Friends?
We are just about to launch Fifi’s First Travel Kit, which is a cute little pouch filled with travel size versions of our bestselling products. It’s perfect for taking away on holiday, or even just for your changing bag.