Kim Grustas, Founder and CEO, created the company in 2008 and took advantage of COVID-19 to refresh the packaging in order to better reflect the ideal customer: bold, bright, and colorful. “It really was the perfect time to know we could do something in our own way to embrace forging into brighter times,” she said. “When considering the redesign elements for our new branding, I knew I wanted to avoid the neutral look that is so common in skincare products today because after all our products are designed to empower a young demographic and give them something good for their own self-care, feeling good about taking care of themselves. The newly unveiled brand adds more bold colors across the spectrum as our tween and teen customer is a rainbow of colorful expression.”
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Grustas felt that this was of particular importance at this time, as recent studies have revealed a dramatic increase in depression in this age group, particularly amongst girls. “Healthy habits were vital to everyone during the pandemic, but especially for girls going through puberty and other physical and hormonal adolescent changes,” Grustas said in the press release. “As a mom of two girls myself, I know how important self-care can be to help improve mental health. Something seeming so simple helps empower girls to take care of their skin and feel good about themselves.”The product line includes facial cleansers, a toner, and a moisturizer, as well as deodorant, body wash, and body lotion.
“While our look is different, our mission and beautiful formulas have not changed,” Grustas added. “Our products give girls exactly what they need without harmful chemicals or questionable ingredients and are specifically made to work together to clean, purify and hydrate creating a balanced and healthy environment for optimal skin health.”
