It’s an unlikely collaboration – a baby skincare line founded by a rapper and backed by Premier League footballers – but you can’t argue with a multimillion-pound valuation.

Krept, one half of hip hop duo Krept & Konan, winner of four MOBO awards and host of his own TV show, is on a mission to turn Nala’s Baby into as much of a household name as he is.Founded only four years ago, the company – whose name is inspired by his daughter – values itself at around £20m today. It landed in 400 Boots stores in 2022 and has since launched in Morrisons, Sainsbury’s, Superdrug and Ocado to name a few.

“It sounds crazy when I say it like that,” Krept, real name Casyo Johnson, laughs. “When I look back, I remember when we were sitting in a car, Konan was homeless, we didn’t have any money and we were arguing.

“Literally, having a fight about the last piece of chicken because we couldn’t afford any more… I just will never forget that. Fast-forward and I’m here selling baby products in nearly every retailer in the country.”

Nala’s Baby started as a project for Krept, 34, and his co-founder and ex-girlfriend Sasha Ellese while she was pregnant with their daughter. The pair still own 75% between them, while the other 25% has gone to investors, including footballers Marcus Rashford and Jadon Sancho.