The name Bon Beau Joli is a gentle nod to French elegance — a play on words with its own quiet rhythm, capturing charm, beauty, and joy in their simplest form. “Bon,” “Beau,” and “Joli” are more than descriptors; they reflect a way of living that feels refined, relaxed, and effortlessly graceful.

That same rhythm runs through everything we make, from our hand-drawn prints and considered fabrics to the softness of each cut and the care in every finishing touch. Even our logo holds meaning. A quiet tribute to the beloved petit beurre biscuit, it recalls the sweet, familiar moments of childhood, after-school treats, soft crumbs on fingers, the comfort of routines that never change. It’s a symbol of care, and of the simple, sacred rhythms of growing up.

Bon Beau Joli is more than a name. It’s a mood, a memory, and a way of seeing the world with softness, style, and a touch of dreaminess.

Every piece begins in our own atelier, where prints are drawn by hand and cuts are developed with care. We create from the ground up, with attention to shape, colour, and feeling. Each collection carries our signature: refined, original, and unmistakably ours.

We work in small, thoughtful batches — guided by instinct, informed by data, and shaped by the families who wear our pieces. From first sketch to final fit, we involve our customers to stay close to real needs and avoid unnecessary production. It’s a slower rhythm, one that allows us to make fewer, better choices, and to create only what’s truly worth keeping.

We design enduring essentials with clean lines, soft palettes, and silhouettes that move beyond trends. Our focus is underwear and pyjamas for children aged 4–11, the everyday layers closest to their skin. We’re obsessed with the details: the hand-feel of our fabrics, the precision of each cut, the placement of every seam. Comfort is non-negotiable. 

These are the pieces children reach for day after day — designed to move with them, made to last, and remembered for how they felt.

At Bon Beau Joli, every choice begins with the softness children need against their skin. We work with trusted suppliers who specialise in children’s apparel—partners who understand how materials should feel, move and endure for young wearers. They operate to the highest standards, selecting quality fabrics and finishes that remain gentle, breathable and naturally comfortable.

All our materials are certified under OEKO-TEX® Standard 100, Class I, the strictest level for children’s products. Our suppliers maintain verified Class I–level certifications, ensuring that every material used meets the highest safety standards for children.

From the spinning of the yarns to the final stitch, each garment is crafted with precision and intention—made to feel soft from the first wear, and made to last.

Before founding Bon Beau Joli, our founder spent more than 15 years in strategy and fashion, working with global brands and developing a sharp eye for craftsmanship, fit, and the quiet confidence of well-made clothing. But the most meaningful insights came from a far simpler place: getting her own children dressed each morning and ready for bed each night.

She realised how much the first layer matters — the softness against the skin, the calm colours, the fit that lets a child move freely and feel at ease. Underwear and pyjamas may not be pieces the outside world notices, but they are the ones a child feels most. And that makes them deeply important.

That belief became the foundation of Bon Beau Joli: a brand devoted to the essentials that form a child’s everyday rhythm. Crafted slowly, thoughtfully, and with an obsession for detail — refined again and again until everything sits exactly as it should. That commitment to precision is what defines us.

“The pieces no one sees often shape how a child feels — and for that, they deserve our very best.”

Kristel Lanjouw

Founder Bon Beau Joli