The Tween Boy Skincare Market: Breaking the Stigma and Filling the Void
When it comes to skincare products, the market has always been geared towards women. However, in recent years, there has been a significant rise in men’s grooming products. Despite this trend, there is still a glaring gap in the market – skincare products for tween boys.
According to various studies, the personal care products market in the US amounts to more than $25 billion annually. However, very little of it caters to boys. The void exists because body care brands mainly prioritize female shoppers, leaving very few choices for the male demographic.
But in the absence of big brands, some boutique companies and entrepreneurs have spotted the gap and are trying to fill it. These startups have identified the need for skincare products for tween boys and are developing products that cater to their specific needs.
Stryke Club, founded by Dr. Sheilagh Maguiness, a board-certified pediatric dermatologist, and three other co-founders, is one such brand. The boys’ skincare brand, which includes a face wash, body wash, moisturizer, and topical acne treatment, caters to male consumers aged 7 to young adulthood. Using gentle ingredients that won’t irritate young skin, Stryke Club remains one of the few brands for tween boys. Despite this, their sales have increased by 45% year-over-year since 2020, and their ballpark sales for 2023 are projected to be around $3 million.
But what inspired Dr. Maguiness and other entrepreneurs to launch skincare products specifically targeting tween boys? The answer lies in the evolving cleansing and hygiene needs of tween boys. “Whether it’s young sensitive skin, acne, eczema, or their first shave, boys have specific skin needs,” said Dr. Maguiness.
The rise of social media influencers has also contributed to the increased awareness and investment in personal care needs among older boys. “For better or worse, social media has brought skin care to the mainstream conversation across gender and age,” said Dr. Deanne Mraz Robinson, assistant clinical professor of dermatology at Yale New Haven Hospital.
This trend has prompted two moms, Julie Bowen and Jill Biren, to launch JB SKRUB, a skincare brand for boys aged 10 to 16. The direct-to-consumer brand offers a collection of five products specially formulated and packaged for boys. Bowen, a mother of three teenage sons and Biren, a mother to both a tween and teen son, aims to change the approach boys adopt when it comes to personal hygiene. “Typically in most households, boys are either using whatever products their parents or sisters have bought,” said Bowen. “So either it smells like strawberries, is too babyish or isn’t meeting them where they are in terms of how their skin and body are developing as puberty hits.”
The women bootstrapped the business and took three years to develop the products, working in consultation with skincare experts. The products are made with clean ingredients such as prebiotic chia seed extract, which acts as an anti-inflammatory and anti-microbial ingredient. The packaging, developed with sustainability in mind, is easy to use for customers, with the brand expected to launch product refills later this year. The women hope to eventually get JB SKRUB into retail stores, projecting sales to hit seven figures by the end of the first year.
Conclusion
With boys becoming increasingly interested in their own skin-care needs, it’s clear that skincare brands will miss out on a significant opportunity if they fail to cater to them. While there is still a way to go, startups such as Stryke Club and JB SKRUB are filling the gap in the market and breaking down the stigma around boys engaging in self-care. As the trend continues to grow, we can expect more brands to follow suit and provide more options for guys who want to keep their skin looking its best.
