Sasha Ellese, co-founder of Nala’s Baby, has been terminated from her role as co-executive director of the fast-growing Black-owned skincare brand, leaving UK rapper Krept as the sole executive CEO.
The announcement circulated on social media this week follows mounting criticism of Ellese’s recent online activity.
Her posts — including remarks labeled Islamophobic and her condemnation of celebrations following the assassination of conservative activist Charlie Kirk — sparked public backlash.
According to reports shared by Black British Culture on Instagram and @seductionprince on TikTok, Ellese’s affiliation with the brand officially ended on Sept. 12, 2025.
One of the posts allegedly made by Ellese read:
“Charlie Kirk will be the greatest martyr that ever lived in our generation and his death will be the flame that burns in the heart of every clarion voice. His death will definitely not be in vain.”
Nala’s Baby, launched in 2022 when Ellese was pregnant with her and Krept’s daughter, has grown into a powerhouse in the children’s skincare industry.
Known for its focus on natural, safe products for babies, the company rapidly gained momentum with major retail partnerships, industry awards, and a skyrocketing valuation now estimated at $21.7 million.
Ellese had been a central figure in building the brand alongside Krept, but her exit now shifts leadership entirely to him.
The decision also carries personal weight, as both Krept and their daughter are practicing Muslims, making Ellese’s alleged Islamophobic remarks particularly sensitive.
Despite the controversy, Nala’s Baby continues to stand out as one of the UK’s most successful Black-owned startups, expanding beyond its London roots and generating international interest.
With Krept at the helm as sole executive director, the brand’s next steps will be closely watched by consumers and industry insiders alike.
