Piglet in Bed enters beauty with new sister brand Wallow

British lifestyle brand Piglet in Bed, famed for its bedding and sleepwear, is expanding into the beauty space with the launch of Wallow - its first-ever bath and body collection and new sister brand.

Launching this September, Wallow will debut with its own brand identity and architecture, while staying true to the core values and philosophy of Piglet in Bed.

This allows for targeted marketing and retail strategies tailored to beauty consumers, while maintaining the authentic lifestyle connection between the two brands.

As part of this approach, the two brands will be supported by shared operational resources - including teams, office space, technology, and core capabilities - driving efficiency and cohesion across the business.

By leveraging Piglet’s established brand equity, the brands will also unlock cross-selling opportunities, offering complementary lifestyle and beauty products that seamlessly fit into the consumer’s daily rituals.

Made in the UK, the collection features two scents. The first, Untamed Moss, is described as a "grounding and moody" scent blended from essential oils - patchouli, geranium, bergamot, lavender and lemon.

The second, Eternal Sun, is an "emotionally restorative and gently euphoric scent" featuring coconut oil, walendula oil, vitamin E, lemon, grapefruit, ylang ylang, petitgrain and jasmine oils.

Tapping into the growing demand for lifestyle-driven beauty, Wallow recognises that many of today’s consumers are looking beyond product efficacy, seeking brands that align with their values and contribute to a sense of well-being. With a shared focus on ease, joy, and self-expression, Piglet and Wallow are positioned to appeal to this trend.

Jessica Hanley, founder and CEO of Wallow and Piglet in Bed, said: "We felt there was something missing in the bath and body space – less prescriptive with a touch of defiance. So much of what is on the market is targeting self improvement in one form or another, but what if your evening routine wasn’t about achieving anything at all, but simply about how you want to feel.

"We wanted to create products that don’t demand anything of you. No strict rituals or expectations, just a gentle invitation to pause, breathe, and wallow in the joy of your own company.

"That spirit of ease, freedom and self expression, is something we’ve always believed in at Piglet in Bed. This collection might look and feel quite different, but it shares that same ethos of creating space for joy."

To celebrate the launch of Wallow, the brand will take over Anthropologie’s Gallery on the King’s Road for its first-ever pop-up. The month-long installation will offer visitors a chance to experience the brand up close, commencing from 4 September.

In collaboration with floral artist Carly Rogers - best known for her botanical sculpture designs - the space will be transformed by a large-scale moss installation.

Wallow’s bath and body products will then be displayed on stone plinths, inviting guests to "immerse themselves" in the textures and scents of the brand.