Skin care for teens and tweens has been a huge topic in the beauty space as young shoppers struggle to navigate thousands of products and brands to find the best options for their skin.
Looking to create a solution for the struggle, a group of seven mums from Southern California, US, have joined together to build Pour Tous – a brand born from parents’ concerns to create “meaningful, age-appropriate products” that really work.
Pour Tous, meaning ‘for all’, was developed from a realisation that most products on the market felt too mature and intense, or too juvenile and ineffective for the skin of their ‘Gen Zalpha’ children.
The group worked to build a cruelty-free brand that bridges the gap between Gen Z (currently aged 13-28) and Gen Alpha (aged one to 13) skin care.
Their aim is to bring science-backed formulas for sensitive skin to the bathrooms of beauty-obsessed tweens and teens.
The brand is launching with an initial range of three products – The Cleanser, The Serum Base and The Moisturizer.
Those looking for an extra hit can choose one of three serum boosters depending on their skin concerns: Hydra Booster, Shimmer Booster or Refresh Booster.
“Pour Tous was born from real parenting experiences and the desire to build something both functional and meaningful,” said the co-founding team in a statement.
“We wanted our kids to feel seen, heard, and supported through products that reflect their individuality and values, and we could not find anything on the market that did that.
“So, we made it ourselves.”
When it came to testing, the co-founders knew there would be no one better (or more honest) than their own 18 children to trial the range.
This resulted in a range that encourages healthy skin care habits and empowers young people to build their skin confidence.
Safe for use from the age of eight and up, the products are presented in bold, bright, refillable packaging.
Pricing starts from USD$15 to $26.
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