What began for Kelli Murray Larson in the winter of 2014 as a passion project, inspired by her own children, Rylee and Cru, is now an established children’s clothing brand sold in 800+ retail boutiques and in 25+ countries. Within the Rylee + Cru Collective, Kelli has successfully launched three brands- Rylee + Cru, Quincy Mae, and Noralee, with the desire to build brands that meet children at every stage of life.
Rylee + Cru merges art and imagination, offering unique clothing for the modern child and mom. Each collection is built on high-quality basics with soft and well-loved qualities matched with beautiful muted tones and timeless traits.
Rylee + Cru merges art and imagination, offering unique and artistic clothing for the modern child.
With a focus on modern natural baby basics, each Quincy Mae piece is made with organic materials.
Noralee is a collection of vintage-inspired specialty pieces, perfect for life’s most memorable moments.
Play offers quality apparel designed for high performance and everyday life.
INFANTS’, GIRLS’ AND BOYS’ WEAR REVIEW
July/August 2024
FEATURES
Chance of Showers Gifting provides inroads to reaching and retaining new consumers.
12 Skin Deep
The tween skincare case presents opportunity, but retailers should proceed with caution. 14 Latin Spice Meet the Colombian swimwear brand brightening up the U.S.
16 Wet and Wild Bright patterns, summer motifs, and color-blocked solids make a splash on kids’ swimwear.
DEPARTMENTS
and
Photography by Zoe Adlersberg/See Mgmt.; styling by Mariah Walker/Art Department; hair and makeup by Susan Donoghue/Honey Artists; photo assistance by Scott Quintavalle. Special thanks to Generation Model Mgmt. and New York Model Mgmt.
This page: Kai is wearing a Boardies button-down
Lison swimsuit. On the cover: Nika wears a swimsuit by Andy & Evan with a vintage scarf and jellies.
WRAP SHEET
AS A MOM to two toddlers, one of my unique talents is remembering exactly who got each of them what toy/book/ clothing item and for which birthday or holiday. It probably helps that I am a meticulously old-school thank-you note writer, sealing the gift in my memory with my ballpoint pen. My 3-year-old daughter is known to ask, “Mommy, who got me this?” And I love the opportunity to talk about a friend or family member we might not see often. (We also receive a lot of hand-me-downs, and she loves to know who has previously worn her clothes, as well.)
While I love receiving gifts for my children and teaching them to appreciate them, I hate coming up with gift ideas. Sure enough, after each of their birthdays (September and November), I get the questions before Christmastime: What do they want? Is there anything they need?
Sorry to spoil it for anyone without young children, but they don’t need anything. Most kids I know, mine included, have a ton of toys and clothes, and only the most diligent parents are handy in rotating them and cleverly storing the rest. As for what they want,
I’m happy to share their favorite characters (Elsa and JJ, respectively), but they’re too little to really pick something from a catalog.
The most treasured gift for me as a parent is when someone thoughtfully selects something that they think the kids will love, and they’re usually right. As a retailer, gifting provides such a unique opportunity to give consumers ideas (so they don’t have to ask parents) and create something special. In the age of Amazon everything, there is nothing more precious than something picked out in person, beautifully wrapped, and thoughtfully delivered.
I was inspired to write “Chance of Showers” (page 14) after seeing my neighbor’s toddler play with a miniature Radio Flyer wagon. When I asked where she got it, she said it was the vessel for a gift she received at her baby shower. Two years later, long after her daughter’s plush stuffies and aesthetic teethers have been put away, she still uses the wagon and talks about the retailer, Just Hatched in Guilford, CT.
Gifting is such a powerful way to connect with consumers, and experts agree that good customer service and smart education is the best way to retain them into the baby phase and beyond. Whether it’s trends for a new season or the skyrocketing tween skincare craze (page 12), this issue is jam-packed for new ways to educate, entice, and inspire consumers — a gift that keeps on giving.
Ann Loynd Burton Editor-in-Chief
Ali Robins Photography
Gerber Childrenswear, NY Showroom . 1370 Broadway, 8th Floor, New York, NY 10015
newborn to 5T
THE KLEIN GROUP CELEBRATES 40TH ANNIVERSARY
DENNY AND MARILYN Klein started their careers in retail, owning 10 children’s stores. In 1984, they made the pivot to wholesale and the Klein Group was born. Today, Marilyn (CEO), Denny (CFO), and their expansive team run three showrooms in Dallas and one in Atlanta, selling to boutiques and key accounts all across the U.S.
Looking back on the early days, Marilyn remembers starting out with no internet, email, cell phones, or social media. “Technology has completely changed how retailers reach their customers and how we, as wholesalers, reach our retailers,” she explains. “It’s a very fast-moving industry with many more manufacturing options than 40 years ago.”
With said opportunities, a strong group of brands, and a devoted following of retailers, the CEO believes the future of the Klein Group is bright. “We continue to grow our brands to build the business,” she says, adding, “We just opened our third showroom in Dallas. We also recently brought footwear and boys into the Klein Group to be a one-stop shop and offer something for everyone. We are also working on new retail opportunities, including product development, as we think outside of the box to expand sales growth.” Cheers to 40 years!
NEW TOY GARNERING ATTENTION
NEWLY
LAUNCHED SUSTAINABLE toy brand Claymates is making waves with its Montessori-inspired, imaginative play products. The Boston-based brand was named “Toy of the Year” by National Parenting Product Awards and claimed a slot on The Toy Insider’s list of “Best Toys for Summer 2024.”
Wooden figures, designed to represent a diverse group of family and friends, are ready to be dressed with clay (included in the kits), pipe cleaners, or whatever a youngster can dream up. Claymates CEO and founder Matthew Johnson was inspired by his father, a skilled woodworker with a passion for education. “In his workshop, he carefully handcrafted a set of wooden figures, each with its own unique characteristics and charm,” he remembers. “To honor my father’s legacy and bring his dream to life, I decided to take on the project of transforming his handmade wooden figures into Claymates. By combining my father’s original vision with modern toy design and educational insights, I aimed to create a toy that would not only captivate children’s imaginations but also foster their creativity, problemsolving skills, and love for learning.”
Available in an array of wood tones, the figures are handcrafted in Maine with locally sourced wood. Claymates offers various sets, including the Starter Set of 2 ($24), the Family of 4 ($33–$63), and the Family of 6 ($54–$84), with sustainable packaging.
PREMIUM UK BABY BRAND COMES ACROSS THE POND
FOUNDED IN 2015, MORI quickly developed a following from famous parents including Kourtney Kardashian, Hilary Swank, and Shay Mitchell. Its Clever Zip Baby Pajamas and Clever Sleep Sack promise better sleep, garnering the brand a cult following among gifters and sleep-deprived parents alike. Following a £2.5m boost from investors in 2023, the brand has recently announced it will expand its retail footprint in the U.S. Earlier this year, MORI announced a partnership with Nordstrom, and now the brand is planning launches with names like Bloomingdale’s, Saks, and Neiman Marcus.
“Expanding into the U.S. has been a top goal for us in 2024, and partnering with esteemed retailers is a significant step in realizing that vision,” offers Akin Onal, founder and CEO of Baby MORI. “We are thrilled to introduce more American families to our premium, sustainable, and comfortable baby wear.” The brand uses organic cotton and bamboo viscose and employs ethical manufacturing practices plus eco-friendly packaging.
ON TREND
Secret Garden
Soft florals and elevated botanicals offer a sweet yet sophisticated take for littles.
Petite Maison Kids
Norani
Oolie
MORI
Pink Chicken
Lola & the Boys
Twisted X
Boardies
SHOWERS CHANCE OF
Baby gifting opens doors to new customers with big budgets.
BY ANN LOYND BURTON
FOR KAREN HELBURN, owner and founder of Just Hatched in Guilford, CT, creating the perfect baby gift is the heart and soul of her business. Her bestselling Baby Gift Wagons (mini classic Radio Flyers filled with posh toys and layette items) retail anywhere from $100 up to $435 and beyond. “We’ve done some pretty amazing ones over the years,” she remembers. “We sold a $1,500 wagon once…The customer was standing there, asking if we could fit everything in!”
The business began at Helburn’s kitchen table, more than 27 years ago. Now, she operates a luxury baby boutique and online business. Just Hatched focuses on beautifully curated books, apparel, teethers, and accessories — mostly “fun stuff” over practical items.
Still, the market is ripe with opportunities for gift items for parents that are more functional, like online care kit company Hello Postpartum. The Breastfeeding Care Kit, for example, retails for $99 and contains soothing gel packs, nipple pads, breastmilk-boosting tea, nursing pads, nipple spray, pump lubricant, and artful stickers that give mom a pep talk. Bringing these kinds of products into the mix can capture parents who are shopping for gifts and nurture them down the road, confirms Liza Amlani, principal and co-founder of Retail Strategy Group. “It’s a great idea to have a destination around baby and everything motherhood,” she says. “Think: what is
>35
SKIN DEEP
The opportunities and dangers of the tween skincare craze.
Ann Loynd Burton
“IT’S NOT JUST ABOUT THE INGREDIENTS...WHERE ARE THOSE PRODUCTS BEING MADE? ARE THEY ETHICAL? SOCIALLY RESPONSIBLE? SUSTAINABLE?”
— LIZA AMLANI
TWEEN BEAUTY INFLUENCER
Evelyn Unruh (@evelyngrwmofficialk) has amassed 5.2 million likes on TikTok. Her 391,200 followers log on to watch her “Get Ready With Me” videos, where she spills the tea on things that annoy her, shares shopping hauls, and sounds off while doing her skincare and makeup routine for the world to see. She expertly shares favorite products from brands like Drunk Elephant, Supergoop, Glow Recipe, and Saie.
Her multistep routine results in a full face of makeup on any average day. She is just one of many tween beauty influencers capturing a generation on TikTok, Instagram, and YouTube. More traditional forms of media have gotten on the bandwagon, as well. In May, Teen Vogue shared a lengthy article about the benefits of “skin slugging,” a
and roundups like AAPI beauty brands for Asian American and Pacific Islander Heritage Month.
Indeed, the tween skincare craze is reaching a fever pitch, and the proof is in the dollars. Piper Sandler’s Spring 2024 survey, “Taking Stock with Teens,” reveals that although teen spending was down year over year, beauty spending increased. Core beauty reached its highest level since 2018, with teens spending an average of $339 in a year on products. Sephora and Ulta are top beauty retailers, with e.l.f. continuing its dominance as the No. 1 cosmetics brand.
A key finding for retailers: teen beauty consumers still prefer to shop in-store (85%) instead of online. Both Ulta and Sephora boast a 60% loyalty membership penetration. For children and tween retailers who
with science and data,” offers Liza Amlani, principal and co-founder of Retail Strategy Group. “And it’s not just about the ingredients and what’s in the product…Where are those products being made? Are they ethical? Socially responsible? Sustainable? This could really sway the customer whether they buy into something or not, as some of those values start quite young.”
To really get into the mind of the tween consumer, meet them where they are, Amlani explains. “Where is your customer hanging out? Where are they consuming information? Where are they being influenced?” she says. “Tweens are watching YouTube, but TikTok is where they’re doing a lot of the research; #teenageskincare and #tweenskincare have 49 million views.”
For example, Maya Hughes, a 14-year-old beauty lover from New York, lists Tower 28 SOS facial spray, Benefit bronzer, Rare Beauty blush, Summer Fridays lip gloss, and Sol de Janeiro perfume among her favorite products. Twice a day, she washes her face with Cetaphil face wash and applies Tower 28 SOS spray and a REFY lip mask.
The increased interest in tween skincare can’t be totally attributed to TikTok. According to Kimberly Grustas, founder of clean tween skincare line Good For You Girls, kids are needing products earlier. “The average age of puberty is 11.2. In the 1960s, it was 14. Breast development is now almost two years
earlier than puberty,” she explains. “Girlsarehungryforproduct.They wantin,andthey’rehittingpuberty earlier, so they have a need for it.”
Themoreyoungconsumers >38
Q&A
LATIN SPICE
Colombian children’s swimwear brand Pepita & Me brings the vibrant, joyful culture of South America to the U.S. market and beyond.
WHILE STILL IN COLLEGE, entrepreneur Natalia González launched a women’s underwear brand, called Pepitamendieta, with a friend. The line was super comfy yet stylish, with playful prints that quickly developed a cult following in her native Colombia. “Even now, eight years after we stopped making them, our customers are still asking us to bring them back,” offers González. She explains that after becoming a mom, she noticed another void in the market: children’s swimwear that truly met their needs.
“Most brands in Colombia are designed for adults, and then adapted for children, often missing out on their playful essence,” she says. “At the same time, since my prints were fun and playful, clients frequently encouraged me to start designing children’s wear.” So in 2015, González launched Pepita & Me, a sustainable line of children’s swimwear infused with a playful spirit and crafted to high-quality standards. As for the name change, the CEO and founder offers, “I am aware that Pepitamendieta is a mouthful, so I rebranded, keeping Pepita as a key character in our story, with the goal of entering the U.S. market.”
Now, the brand is available in more than 20 countries across North and South America, the Caribbean, Europe, and the Middle East. Pepita & Me can be found at such retailers as Saks, Maisonette, and Swimwear World. González sat down with Earnshaw’s to dish on her inspiration, brand ethos, and vision for the future of Pepita & Me.
>30
Pepita & Me
SPRING/SUMMER 25 for boys 0-16
ME & HENRY to order lookbook
Brett is wearing a swimsuit by Lison
Gigi splashes in a Boboli swimsuit and Izipizi glasses. Opposite: Brett is wearing a one-shouldered suit by Molo. Flower print towel is from Boboli
Kai is wearing a Boardies button-down, Lison swim trunks, and Oomphies shoes.
Gigi sports Sons + Daughter sunnies, a MarMar swimsuit, and Old Soles shoes.
Opposite: Brett’s swimsuit is by Coral & Reef Beachwear
Valencia wears a Shade Critters one-piece with vintage jellies.
Opposite: Uma pairs a Submarine bikini with a Feather 4 Arrow cap.
Zephyr wears a rash guard by Cool Little Ones and a Boardies swimsuit. Opposite: Valencia relaxes in a Shade Critters two-piece with vintage shoes.
Polina’s popsicle swimsuit is from Color Kids
Opposite: Uma is wearing a long-sleeved suit by Rylee + Cru
Photography by Zoe Adlersberg/See Mgmt.; styling by Mariah Walker/ Art Department; hair and makeup by Susan Donoghue/Honey Artists; photo assistance by Scott Quintavalle. Special thanks to Generation Model Mgmt. and New York Model Mgmt.
BE MORE PLAYFUL
continued from page 14
JULY 30 – AUG 2, 2024
Earnshaw’s: What’s your background in fashion?
Natalia González: I studied industrial design at university, and almost all of my projects were related to fashion or textiles. Through Pepitamendieta, I confirmed my deep interest in fashion, and decided to go to Spain for a master’s in creative fashion direction at IDEP Barcelona. Later on, I also completed a master’s in digital marketing. During my time in Barcelona, I worked closely with a fashion photographer, learning a lot about photography. That’s why nowadays, I really enjoy creating and overseeing the photo shoots for Pepita & Me.
Earnshaw’s: What message are you trying to send with your designs?
González: When I design for kids, I am deeply aware that they are the future. By illustrating each of my collections, I create a unique communication channel with them. This privilege inspires me to tell stories that uplift children and teach them about the world. Each of my collections tells a story, shares a message, and has a call to action. I frame all this in a fun and visual way, through prints.
For example, the Jacinto the Jaguar collection (SS22) talks about this endangered species and how we can protect it. The You Art (SS23) collection teaches kids that they are works of art and should learn to love
themselves. The Mutuo (SS24) collection shows the beauty of mutualistic relationships in nature, where animals help each other despite their differences. By focusing on children and their future, I not only aim to create beautiful designs and clothes but also to contribute positively to their growth and development.’
Pepita & Me
Earnshaw’s: What does your brand bring to the U.S. market, in particular?
González: Pepita & Me brings a fresh and authentic aesthetic deeply inspired by Colombia and South America’s vibrant, joyful essence. Our design process draws from the magic of our biodiversity and cultural heritage, resulting in a look that our U.S. customers consistently praise as refreshing and innovative. Retailers carrying our brand can offer something unique and special to their clients.
Our products are known for their exceptional quality. Made entirely in Colombia with top-quality materials, our garments are designed to last. This commitment to durability is a cornerstone of our brand’s value in the market. Additionally, the brand’s emphasis on ethical design and production resonates strongly with customers who are increasingly prioritizing these values.
Earnshaw’s: Why manufacturing in Colombia?
Photo from Heyward House
“OUR DESIGN PROCESS DRAWS FROM THE MAGIC OF OUR BIODIVERSITY AND CULTURAL HERITAGE.”
—NATALIA GONZÁLEZ
González: I’m fortunate to operate a swimwear brand while living in Colombia. Not everyone is aware, but Colombia is renowned globally for its textile and clothing manufacturing prowess, particularly in producing high-quality swimwear and underwear.
Pepita & Me not only designs its collections in Colombia but also manufactures locally, benefiting from a vibrant and robust network of designers, suppliers, and manufacturers that are uniquely accessible in this region. Also, I chose to manufacture in Colombia because it’s my home, and I want to help create jobs and opportunities here.
Working with small, women-owned clothing manufacturers through Pepita & Me has been incredibly rewarding. It’s been a privilege to grow together and make a positive impact.
Earnshaw’s: How do you find inspiration for your designs?
González: My inspiration comes from my everyday life, the places I visit, and the experiences and conversations I have. For instance, the Mutuo collection was inspired by a snorkeling trip (one of my favorite activities) where I saw a fascinating fish. I asked my sister about it, and she explained it was a remora, a small fish that attaches itself to sharks to help remove their parasites in a mutualistic relationship. That sparked the idea for the collection.
Another example is the Life Is a Picnic collection, which came to me during a family picnic in Central Park after a fair at Playtime New York. Dragonflies were flying overhead, and I imagined a collection filled with elements from that picnic — ice cream, pretzels,
and everything we were enjoying at that moment.
The Tornasol collection was born after my father passed away. He lived by the Sea of Seven Colors, a place where the water changes shades of blue depending on its depth. This vibrant and meaningful environment inspired the colors and themes of that collection. And the SS25 collection, Tierra Caliente, is inspired by road trips to the warm climate, a unique experience in Colombia where we don’t have seasons. Living in a cold city, we can drive just two hours to reach towns with warm weather. We often spend our weekends in these warm places, which we fondly call, “Tierra Caliente.” This collection celebrates those joyful journeys, bringing the spirit of Colombian summer to life.
Earnshaw’s: What are some of your favorite trends for SS25?
González: I’m excited about sustainability in the fashion industry and am committed to guiding Pepita & Me along this path. Reducing our environmental impact and supporting the well-being of those who contribute to Pepita & Me are top priorities for me.
Another trend I’m interested in exploring is the gender aspect of fashion and clothing, although it’s one I haven’t delved into yet. There’s much for all of us to learn, and also unlearn, about gender roles, perceptions, and misconceptions, and I’m confident the brand will have something meaningful to contribute in this regard.
Earnshaw’s: Why is sustainability important to your business?
González: In the fashion industry, like any economic activity, there is an inevitable impact. At Pepita & Me, we are acutely aware of this impact when designing our collections and in our approach to production. We produce in small batches and have developed a lean production approach with minimal inventories.
Pepita & Me
We reuse all fabric scraps for other products and avoid plastic bags in all our processes. Instead, we use bags made from corn, which are compostable and recyclable. Our garments are of exceptional quality and made to last, which helps extend their life cycle through reuse. We encourage customers to pass on their garments to other kids once they have outgrown them.
Whenever possible, we are shifting toward using sustainable materials, including innovative fabrics made from recycled materials. Most importantly, we are always seeking solutions and innovations that bring us closer to being a fully sustainable endeavor.
Earnshaw’s: What’s next for the brand?
González: In the short term, we want to reach more places worldwide. Pepita & Me exports to over 20 countries across Latin America, the Caribbean, the U.S., Europe, and the Middle East. We aim to expand our presence in stores within these countries and venture into new markets as well.
Although a few of our products, such as long sleeve swimsuits for women and swim shorts for men, are available in adult sizes, in the medium term we plan to expand our product lines to include teen clothing and Mama and Me and Papa and Me collections.
Since storytelling is a big part of Pepita & Me, a logical next step is to explore new mediums. So in the long term, our goal is to convey our messages to more children through books, characters, campaigns, and songs.
Pepita & Me
Dress and bloomer set by Little Me. From “The Age of Innocence,” Sept./Oct. 2023.
SAFE BET
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Good For You Girls is the leader in natural skincare, formulated e�fective and safe for young girls' skin and growing bodies. Choose products she needs and wants without compromise.
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Vegan & Cruelty Free Free of gluten, parabens, phthalates, dyes, silicone, synthetic fragrance or any other nasties.
Smart safety features will bolster the baby clothing market in coming years.
GLOBAL TECHNOLOGY RESEARCH and advisory company
Technavio has made a powerful forecast, estimating that the global baby clothing market will grow by $33.8 billion from 2024–2028. The main driver? Rising awareness regarding safety and comfort for little ones.
Key players, according to the report, include top names like Adidas, Carter’s, Gerber, and Disney. The baby clothing market, it explains, has experienced significant growth due to the innovation of smart apparel. Think: biosensors in baby clothes to detect infant movements and transmit data to parents’ smartphones for monitoring. In 2021, for example, Nanit introduced wireless pajamas that could track breathing and sleep patterns, complete with alert settings to let parents know if baby is having trouble breathing.
But the growth goes beyond safety concerns. Parents are interested in modern and innovative designs that span socks, shoes, and underwear. According to the study, parents are also investing in smart clothing like temperature-regulating and moisture-wicking garments. Also to be expected, fun prints and character clothing are trending, as well as designs that focus on comfort and practicality (easy on and off).
Technavio did call out some challenges to the current market, including a shift to renting and leasing baby apparel to save money and reduce impact on the environment. Also along those lines, there has been an increased consumer preference for organic and eco-friendly materials, such as cotton and natural fibers, which can be more costly to produce. Overall, the report shows the baby market as a thriving industry, set to accelerate at a compound annual growth rate (CAGR) of 8% in the coming years.
continued from page 10
everything that a new mom could use? Once a customer has a retailer that they trust, this is a retailer that’s going to go along with them on their journey through getting pregnant, having a baby, toddler, children, and buying gifts for baby showers. This is where retailers can really thrive.”
Gifting can also lead to future brand exposure. Amanda Hunt, founder and CEO of nursing bra and accessory brand Davin & Adley, reports it’s usually a new mom’s friend or female family member who first contacts them. “We often help Grandma select something for her expecting daughter or a best friend pick out her former favorite pumping cami for the mom-to-be in her size,” she explains. “It’s actually a very thoughtful and appreciated gift when typically everyone loves to shop for the baby instead.”
Whether it’s browsing for cute, plushy things for baby or learning about nipple cream versus spray, experts agree excellent customer service is paramount. “The first thing is, really talking to the customer,” Amlani says. “Whether it’s a mom coming in with her sister or someone expecting, really talk to them and ask them what they’re looking for. Maybe they’re looking for education and training, or maybe they need retail therapy.”
Indeed, going above and beyond has bolstered Helburn’s business throughout the years. After years of curating a dedicated staff, there is almost no turnover. She cites instances of an employee texting with a customer at 8pm to curate a $350-plus gift to pick up the next day. “We do almost no advertising. What I do offer is unbelievable customer service,” she notes. “There’s no ad I could spend money on that’s worth your neighbor telling you about me. What we really have done is created a great shopping experience.” >36
A premier destination for exceptional toys, gifts and décor.
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Just Hatched owner Karen Helburn began making luxury baby gift wagons from her kitchen table. Now, she has a thriving boutique in Guilford, CT.
continued from page 35
POSH & PLUSH
For new parents, great gifts range from staples for mom and baby to the most sumptuous accessories a little one could snuggle.
Spanish baby and children's fashion
Spring - Summer 2025
Baby Club Chic
Little English
Mon Ami
LUXE NECESSITIES
Norani
Gerber
Davin & Adley
KicKee
MAIN SQUEEZE
CeraVe study polls parents on pimples.
IN A NEW SURVEY, CeraVe identified acne as the top skin concern of tweens and teens. “As a pediatric dermatologist, acne is one of the most common topics I address with my patients and their parents as kids start to experience their first breakouts,” confirms board-certified pediatric dermatologist Dr. Latanya Benjamin. “Each patient’s acne experience is different, and caring for acne-prone skin can start at an early age, so I encourage everyone to make sure the ingredients are age-appropriate.”
According to the data, parents of kids ages 10–17 say acne is the top skin concern, and 74% of parents report their kids are talking to them about acne. More than half (54%) say they go to a dermatologist as the first resource, while 42% start with the pediatrician. But despite parents’ best efforts, 61% of CeraVe’s respondents report their children participate in skincare trends they see online, and 70% say they’d like more education about what products are healthy and beneficial for their children.
More than half (54%) of teens have experienced acne, yet only 18% utilize products with benzoyl peroxide, and 17% use salicylic acid. And, acne is a huge challenge to kids’ self esteem. One in five parents say their child has asked to skip school or a social activity due to a breakout. And 45% of parents agree that social media has contributed to teens feeling self conscious about their skin and appearance.
continued from page 13
are being influenced, there is more danger for products that will ultimately hurt their skin (which Grustas points out is really a child’s largest organ). She lists red-flag ingredients including alcohol, dye, synthetic fragrance, preservatives, sodium/sulfate designed to make things foam and bubble, and anything marketed as anti-aging. “They don’t need anti-aging. They need care and treatment of their skin,” she explains. “Your skin is always striving for that balance — the more you strip it, the more oil you produce.”
Good For You Girls uses 100% natural fragrances, despite the expense, and formulations designed to clear pores, balance PH, and reintroduce moisture. “One of the fears is, girls change product so quickly. They are more susceptible to skin confusion,” she adds. “Consistency and simplicity in the routine is best.”
Elise Kandrac, founder of gender-neutral and environmentally responsible teen skincare line SKWAD agrees that consistency is key to promoting skin health now and down the road. “Teen skin has a ‘memory,’ whereby how you treat it today will always show up in the future. For example, using super high levels of acid at a young age will increase the level of pigmentation you may have in the future. It is for this reason that we need to balance the treatment of sensitive teen skin with long-term skin health, too.”
According to Amlani, the burden of educating consumers about appropriate products for their age (and often combating misinformation) falls on the retailer: “Bigger brands like Sephora play a
NYC, wear fashion happens
huge role in the teen market. Are we being clear about what types of rules we put forward in terms of who is using anti-aging products, for example?” And as Grustas points out, an educated teenage consumer can lead to a smart shopper later in life. “We want them to be ingredient-label savvy when they outgrow us and look for products as adults,” she says.
FINAL CUT
Hair Care
In June, Niles & Chaz launched Pizzazz: a vegan, organic, cruelty-free, and nutfree hair care line for children of mixed heritage. The brand was founded by actor Mike Colter and his wife, Iva, for their multiracial and multicultural children. “Clean and effective hair products tailored for kids of mixed heritage are rare,” offers CEO Iva Colter. “Despite the growing number of mixed families in the U.S., the beauty industry lacks diversity, leaving kids of color, especially boys, underserved. We’ve tried every product for our daughters’ hair, and they all fell short in combating frizz, defining curls, and locking in moisture.”
Niles & Chaz aims to fill that void, offering products with vitamins, fruits, and vegetables for deep nourishment and moisture to combat frizz and define curls. “We believe that every child should have access to clean and effective products that work and reflect that cultural diversity and identity,” she adds. “The right hair products can significantly boost kids’ confidence by ensuring their hair looks and feels its best.”
The launch includes four hero SKUs: Tangles Shmangles ($28), What the Frizz! ($20), Curl Raiser ($16), and Scalp Enchanter ($16).
