“From Our Family to Yours”

The Kennerly Family (founder-Lamont, wife- Roxanne and sons- Austin, Cameron) understands that it takes more than knowledge of your baby's needs to make a great product. It takes being parents ourselves. So when Soft & Precious was formulated we took great care in creating products that would address the needs of African-American and Bi-Racial children, while assuring parents these products would be safe, gentle and effective.


Founder & President, Lamont Kennerly

Noticing a major void in baby care toiletries for their babies, Lamont Kennerly owner of ANIKA LABORATORIES, which is Swahili for the Cherished One is headquartered in Tampa, Florida created Soft & Precious Baby Products. The product creator, a proud parent and family man himself, developed Soft & Precious baby products to provide extra moisturizing, extra conditioning and extra gentleness he felt our babies needed. The entire line is a result of years of research and the insight that only comes from being a parent.

African-American mothers, fathers and caregivers everywhere are gleaming with joy over Soft & Precious, a unique line of baby products specifically formulated for their own bundle of joy, and are embracing parenting with a smile.