Hi, I’m the mom who’s always racing to find swimsuits for my kids in oh…mid-June when they’re all sold-out. Don’t be like me.

Especially because one of our favorite mom-run kids’ labels, Primary, is now offering their colorful, durable, mix-and-match kids’ swimsuits for 25% off today only!

Primary's new mix-and-match swimwear collection for babies and kids is modern, modest, and super adorable!

Find UPF 50 short and long-sleeved rash guards with two-tone baseball jersey styling, solids, or rainbow stripes; gender-neutral swim trunks and swim shorts plus bikini bottoms for girls; cute swimwear and hats for babies; and a bunch of tank suits and rash guard maillots too.

I just love everything about this brand, from the people who run it, to the quality and styling of their well-made kids’ basics.

Primary swimwear for kids made from durable UPF50 fabrics, and they mix and match with everything!

Primary swimwear for kids: Amazing UPF50 mix-and-match basics

Primary swimwear for kids in solids, color blocks, and rainbow stripes - great prices, and they hold up beautifully!

I think the prices are great for this quality, even if you miss the sale — the reversible one-piece kids’ swimsuit is regularly $22.50; comfy swim trunks in 10 colors from sizes 2-12 are regularly $18; and super cute swim diapers for babies are regularly $14.50.

Now, subtract 25% if you’re fast. Sweet!

Visit Primary.com for some of our favorite swimsuits for babies and kids, all 25% off today only, April 30.