It’s every parent-of-two’s dilemma: you need to do for one child what you’ve done for the other. If kid No. 1 went to Disney, so must his younger sibling. Equal Christmas gifts under the tree are a must. And if you start one business named after your daughter…
 
That’s what Paul Lindley, founder of Paddy’s Bathroom, has done. Founder of Ella’s Kitchen, a line of healthy baby food named after his little girl, Lindley is the man behind Paddy’s Bathroom, a UK-born collection of bath products named after Ella’s young brother. The line has made its way to the US in a new accord with Target.
 
The natural and certified organic bath products were selected as part of the retailer’s expanded Made To Matter Collection. (Paddy’s is not Lindley’s first go around with the Minneapolis-based retailer; his Ella’s Kitchen is a Made to Matter partner too.)
 
The Paddy’s range includes body washes, hand soaps and shampoo with kid-friendly names like “stuff for hands” soap, stuff for shiny hair (shampoo) and squirty stuff (hair and body wash), in scents like juicy pineapple, squeezy lemon and squishy mangos.
 
One of the favorite products in the line is Bubbly Stuff bubble bath, which smells like tangerines and features organic aloe vera leaf juice.
 
“We set out to create a range with as much natural and certified organic stuff in it as possible because we wanted our products to be mild, kind to skin and suitable for sensitive skin,” said Lindley. “We think you can make yourself squeaky clean and have lots of fun in the bath without harsh soaps, parabens, SLS, sulfates and phthalates, which are ingredients that lots of folks are now choosing to avoid.”
 
Lindley, an outspoken advocate for children’s wellbeing with a strong belief that businesses can and should do social good, created Drop Buy Drop program to help those kids who really need it get access to clean and safe water. Specifically, the brand donates five cents for every product it sells to the DelAgua Rwanda Project, which provides water filters to the poorest 30% of families in the African nation.
 
So far Target has helped Paddy’s donate in excess of 250 water filters to families in Rwanda, according to the company, which contends that as Paddy’s Bathroom grows, it will work with more partners to help make water clean and safe in other places too.

Here's a video on Drop Buy Drop. 
 
Lindley has designed a website that’s informative about the products and greater good projects that Paddy’s supports and funds. For example, codes from the back of Paddy’s Bathroom products can be entered into the brand’s website and show exactly where on a map the purchase has helped. In addition, the site offers kids insight into bath time games that they can play using each product.
 
The firm has also launched a free app, called Paddy’s Bathroom Bubble Barber, that helps users try out silly hairstyles made out of bubbles—think mohawk, Elvis-like sideburns or even a disco diva afro.
 
“As a Dad, I know that bath time can sometimes be a challenge for parents, which is why our certified organic and natural bath time products are designed to make sure that toddlers and kids have just as much fun getting clean as they did getting dirty. Making funny hairstyles with our super bubbly new range is a simple way to make washing kids’ hair more fun,” Lindley concluded.