At GRASP we're aiming to inspire the next generation of confident parents with simple-to-use, sustainably made toiletries that help teach kids independent hygiene habits.

We know that being a confident parent inspires our children to also be confident. We know we shouldn’t need to worry about how our kids will thrive in the world - we already dream big dreams for them. We hear ourselves saying “She’s a natural swimmer!” when they show the slightest inclination for splashing in the bath; “He’s a natural singer!” when they gargle anything vaguely tuneful. 

We see the way our kids do extraordinary things in such a short amount of time: playing, feeding, walking, talking. We’re at our happiest as parents when we can see our children become curious, adventurous and discover how to do new things with our help. 

But as parents, we are also bombarded with more information today than ever before. We get more advice, hear more Do’s and Don’ts and try more new-fangled tips and tricks. And while generations before us seem to have had a clear idea of what they should do, we’re often more confused, feel more ill-equipped and worry about whether we’re capable of this enormous challenge.

At GRASP we think parents do a pretty great job. Parents need more encouragement, not more instructions; more support, not more pressure. Parents need simple products that take care of the new questions and worries that we’re told we should care about, so that we can go back to parenting confidently, inspiring our kids to grow and explore with confidence too.

GRASP products are designed to give confidence back to parents. Whether it’s bathing, changing nappies, moisturising or brushing teeth, we’ve designed products that are simple and fun to use so you’ll always look like a pro and your kids can learn independent hygiene habits for themselves too.