Kids’ personal care brand Tuco Kids has announced the launch of its latest campaign “Chief Beauty Investigator” (CBI) brand campaign. The campaign aims to educate families about harmful ingredients in conventional products while showcasing Tuco’s specially formulated, safe alternatives designed exclusively for kids aged 3-13.
The campaign features a series of engaging video spots showcasing young “Chief Beauty Investigators” conducting raids on conventional personal care products. Armed with magnifying glasses and keen observation skills, these pint-sized detectives identify problematic ingredients like parabens, synthetic dyes, and hormone disruptors in mainstream products.
Chief Beauty Investigator Raid
The spot opens with kids dramatically banging on a door announcing a “CBI Sunscreen Raid!” as they search a home for sunscreen products. Using magnifying glasses, they examine labels and react with genuine shock: “Benzophenone-3?! Hormone disruptors & cancer-causing!” One child reveals a box of products, declaring “Inn sab mein harmful chemicals hai” (All of these contain harmful chemicals). The raid concludes with all children declaring the products “BUSTED!”
The Reveal: Better alternatives
Following the investigative raids, the campaign transitions to a powerful reveal film showcasing Tuco Kids’ own product range. The spotlight falls on their premium Sunscreen collection, highlighting its natural formulation with saffron and turmeric—ingredients deeply rooted in Indian traditions known for their skin-nurturing properties. The film emphasizes the product’s SPF 50 broad-spectrum protection while clearly stating what’s not inside: no phthalates, no toxins, and no harmful chemicals.
The reveal concludes with Tuco Kids’ powerful brand promise: “Because Kids Deserve The Truth.” This tagline reinforces the brand’s commitment to transparency, education, and developing products specifically formulated for children’s unique needs—principles that form the foundation of the entire CBI campaign.
Aishvarya Murali, Co-founder of Tuco Kids said, “Kids are naturally curious—and they ask the best questions.With our CBI (Child Beauty Investigators) campaign, we turn that curiosity into power—helping kids uncover what’s really in their skincare and haircare. This isn’t just a campaign—it’s how we create every product. Because today, what kids need most is care that understands their growing skin and hair—not baby formulas or adult hand-me-downs.”
The CBI campaign will roll out across digital platforms, inviting children and parents nationwide to join the movement by submitting their own beauty and skincare questions. Tuco Kids will respond with expert answers and product solutions specifically formulated to address real concerns from their young customers.
This initiative aligns with the brand’s mission to create natural, sustainable personal care products for school going children aged 3-13, an underserved demographic in the beauty market with unique and evolving needs.
The company recently closed its $2 million seed funding round led by Fireside Ventures and Whiteboard Capital.
Founded by Aishvarya Murali in 2023, Tuco Kids is a kids’ personal care brand offering a range of products including skincare, hair care and sun range. Chanakya Gupta joined the company as Co-founder in 2025. All products are packaged in 100% landfill- and ocean-reclaimed plastic, reflecting the brand’s commitment to create a healthier planet for children. Tuco Kids focuses on addressing the unique personal care needs of kids aged 3-13, a segment with few tailored options in the market. Tuco Kids products are available through their website and major e-commerce platforms including Amazon, Flipkart, Myntra, Nykaa, and Firstcry as well on all major quick commerce platforms. The company is backed by Fireside Ventures and Whiteboard Capital.
