'The goal was to give kids ownership of their hygiene routine,' said actress Julie Bowen.
Formerly the director of style and luxury at Condé Nast in L.A., Biren had cultivated relationships in“When Julie and I were talking, I felt pretty confident that I could tap into my resources and how to go to market,” Biren said. “We’ve been doing this together, a very small, scrappy team. And we lead with the fact that we’re moms. We’re on this journey.”
The duo decided to launch JB Skrub — playing off their shared initials — a colorful range of skin care for boys and those who identify with boyhood. Out Tuesday, they launch direct-to-consumer with five stock keeping units: a body wash and body spray for $20 each, a $16 face wash, $18 face lotion and $20 toner pads. Self-funded, they project seven-figure sales in their first year.Formulated in Southern California, the products are pediatrician and dermatologist approved, Biren said.
Every element of the creation process was made with kids in mind. Using pumps in packaging, for example, meant they could help with portion control. And determining that the target consumer preferred scented products, they opted for botanical orange peel.But the brand isn’t just for boys, Bowen added. “You know, women, girls can use it.…We just happen to have boys. And that’s who we developed this for, but the product is good for all. The goal was to give kids ownership of their hygiene routine.
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