My son is only 6, but he is already smelly. There, I said it. I can’t even imagine, although I have been told by moms with older boys, that when puberty hits, it’s all smells from there. Furthermore, these poor teenage boys have nothing specifically designed for them, to clean their face, bodies, clear up pimples and of course, make them smell better.
Enter my good friend, Stephanie Capuano, a fellow California girl who has created an amazing new brand of skincare with her own sons in mind. Steph says, “Inspired by my upbringing in sunny, optimistic and innovative California, 31st State is a new range of natural skin, hair and body care products developed specifically for teenage boys. An antidote to all the chemically-pumped products on the market and designed with these Gen Z boys in mind, it captures the essence of Effortless California Clean — without the harmful chemicals but aspirational enough for these image-obsessed, digitally native, gorgeous guys.”
Soon after launching 31st State, the brand is already winning awards and being stocked at major online retailers. Her “Overnight Clearing Pads” just won “best new male grooming product” at the Global Beauty Awards in Dubai this month.
Formulated to combat congested skin and spots, the clearing pads are packed with lactic acid, manuka and tea tree oil to reduce the appearance of enlarged pores, remove surface dirt and oil to reveal clearer skin. Magnesium, copper and zinc help to regulate excess sebum production whilst preventing future blemishes.
Stephanie tells me, “With the rise of clean beauty and Generation Z at the forefront of this cultural change, we have found that natural products like ours are becoming increasingly popular for males as well as females. The analogy I would draw is that concerned, informed mothers wouldn’t go to the market and pick the iceberg lettuce at the bottom of the barrel — they now shop at the farmers market for fresh kale, knowing it’s the healthier choice for their kids. Why should choosing products for their bodies be any different?”
31st State is available now at here at Asos.