Babylist Milou
Babylist Milou
A bath range designed to stay on the shelf, not be hidden after bedtime.
Three objects, one family.
Client · Babylist, delivered through Gembah
Sector · Baby & nursery
Services · Industrial design, CMF, design for manufacture
Engagement · Three launch products, concept to factory handoff
01
The challenge
Baby bath accessories are a commodity market. The leaders compete on function, safety certification and bright primary colours that signal child at ten paces. The products work and they sell, but they are designed to be stuffed into a caddy, not placed on a shelf. Milou carries the line designed for routine, but never ordinary, so these had to hold a higher standard.
Modern enough for a designed bathroom
Tough enough for daily toddler use
Priced against established competition
A rinse cup, a bin and ten cups
Almost no shared geometry or scale
All three had to read as siblings
The approach
02
The three products were designed around a shared CMF system rather than drawn individually and colour matched afterwards. Two colourways run across the family, White with Mint and White with Taupe, each built on the same warm base white with a single accent, so the products read as a set on a bathroom shelf without needing to be placed side by side.
Shared CMF system across the range
White with Mint, White with Taupe
One warm base white, one accent
BPA, BPS, PVC and phthalate free
Injection moulded across all three
Safe enough for a teething toddler
The outcome
03
The rinse cup set the design language. Its Soft Edge, a flexible silicone strip bonded to the rim, rests against a baby's forehead during hair rinsing and keeps water out of the eyes. Gentle radii, clean parting lines and surfaces that feel warm rather than clinical carried forward into the bin and the cups.
Perforated, numbered stacking cups
A muted gradient inside the palette
4.6 to 4.9 stars over eighty reviews
Soft Edge silicone overmould
Drainage sized to pass water, not fingers
Hook and pad mount, dishwasher safe
04
Our role
Enki led ground up industrial design and design for manufacture across three Milou bath products, delivered through Gembah. Scope covered concept development, shared CMF definition across both colourways, and detailed design of the rinse cup, the toy bin and the stacking cups. Enki supported supplier evaluation and carried the products through to factory handoff.
“A single product can be good by accident. A range of products that feel like one family can only happen by design.”
Ben Jones, Founder, Enki Product Development
Concept development
Shared CMF definition
Rinse cup and silicone overmould
Toy bin, wall mount and drainage
Stacking cups and hole sizing
Supplier evaluation and factory handoff
