Meet Splash: The New Bodycare Brand for Big Kids

Between the homework battles and vegetable standoffs, parents are perpetually searching for easy wins — and new bodycare brand Splash may have found one. At least for bath time.

The kid-centric brand, now available at Walmart, was created by Naterra International, the parent company behind viral Tree Hut scrubs and the heritage Baby Magic line.

Positioning itself as the bridge between infancy and the teenage years, Splash is designed to turn a stressful daily chore into a moment of play. And for good reason. A 2016 report from the Journal of Child and Family Studies noted that routine activities like bathing are perceived as significantly more demanding than interactive play. Coupled with a 2013 Pew Research Center study finding that over half of parents struggle to balance work and family life, the daily wash is often just one more thing on a long to-do list.

“Splash was built around a simple idea: turn bath time into a routine to look forward to,” says Lindsey Scales, Director of Marketing at Naterra International. “Kids want to have fun, they don’t want to get clean, and at this age, they are starting to assert their independence and preferences. We created a line of bodycare solutions designed for those in-between years, from toddler to teen, that feel like ‘big kid’ products, but also with skin-safe ingredients parents can feel good about.”

The debut collection keeps things streamlined but sensory-heavy, with a gummy bear scent and bright, shelf-worthy packaging. The range includes:

• 2-in-1 Shampoo + Body Wash ($9.97): A one-step multitasker formulated with aloe vera and chamomile.
• Bubble Bath ($6.97): A foaming formula that includes a bubble wand in the bottle to encourage hands-on imagination.
• Body Lotion ($9.97): A fast-absorbing blend of vitamin E and jojoba oil, with an easy-to-use pump for little hands.

To round out Splash’s fun-meets-function approach, five animated personalities — Sudsy Stella, Learning Lenny, Drippy Dan, Giggling Gabby, and Happy Harper — are also being introduced across the brand’s digital platforms to keep kids engaged beyond the tub.

While the packaging leans into play, the formulations are strictly serious. The entire line is dermatologist-tested, hypoallergenic, and vegan, and skips ingredients like sulphates, phthalates, parabens, and endocrine disruptors.

The full Splash collection is now available at Walmart stores nationwide and online at walmart.com. There is currently no word on a UK launch.