Sabrina Yavil, who spent a decade at Estée Lauder as global marketing and strategy director, has gained insight into the lack of consumer demand in the beauty industry. In addition, based on her daily observations as a mother of three, she identified a gap in the children's skincare market, which led to the creation of a next-generation children's skin care brand called Gryme.
The global baby and child skin care market is promising, with a significant revenue of $450 million expected by 2024 and a CAGR of 6.27% at a CAGR of 6.27%, according to Statista, and the market size is expected to climb to $610 million by 2029. In addition, the number of users is expected to grow year on year, reaching 1 billion by 2029, and the user penetration rate will also increase from 11.5% in 2024 to 13.9% in 2029.
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令人担忧的“sephora kids”趋势
Strict about the ingredients in her products, Sabrina chose The Honest Co. products when her children were still babies and toddlers. However, as the children grew up, she discovered that the products didn't quite match the children's feelings. Even with the emergence of a number of children's skincare brands on the market, Sabrina's concerns about ingredients have not diminished, and she is reluctant to let her children use any products that may contain potentially risky ingredients.
Adopting a proper skin care routine to keep skin healthy and acne-free can boost your child's self-confidence. But when kids start focusing on the active ingredients and trying one product after another, it can damage the skin barrier, leading to a decrease in protection against environmental pollutants.
Prepubescent children can be found everywhere when shopping at Sephora. In this age of self-care, it's no surprise that teens are interested in the fastest-growing beauty category of the past decade. However, as children explore spaces designed for adults, the impact of makeup on teens' physical and mental health has become the subject of extensive research and discussion.
The skincare industry has expressed concern about this issue, such as Drunk Elephant, a cult brand of "sephora kids", which has posted a statement on Instagram, advising its younger followers to avoid more powerful ingredients such as retinol and exfoliating acid. Another problem that preteens may experience when using skin care or makeup is exposure to allergens, such as fragrances and preservatives. Skincare ingredients that are not suitable for children and cumbersome skincare routines can damage children's skin barrier and even affect hormone balance.
While there are certain products that children should avoid, educating them about skincare can bring some benefits. If a child or teen without a particular skin concern wants to explore skincare, they can consider using products with simple formulas and streamlining their skincare routine, keeping only the core steps of cleansing, moisturizing, and sun protection.
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The difference between children's skincare needs and adults' skincare
When she founded Gryme, Sabrina focused on developing skin care products that address parents' concerns while meeting children's preferences, with the slogan "All Rad. "Zero Bad" highlights the core philosophy of its products. "There are significant differences in skin care needs between infants and older children and adults," she notes. Although there are already many brands on the market that target the newborn and toddler market, once a child reaches the age of six, they tend to move on to other products, which is the target market for our brand. ”
Gryme entered the market as a star product with a $15.99 shower gel and facial cleanser. Formulated with natural ingredients such as aloe vera and glycerin, this product has been tested and proven to be non-sensitizing and has been approved by pediatricians to ensure safety for children's skin. For boys who don't want to go through a tedious personal care routine, the versatility of this product is a big plus.
Sabrina shared, "My kids don't like to wash their faces, but if they use shower gel as a face wash product, they might be more willing to use it. Plus, the body wash is moisturizing, so kids don't need to use extra lotions, eliminating another skincare step they might be averse to. We always strive to conform to our children's nature, not to conflict with them. ”
Sabrina set out to build the Gryme brand in January last year, with initial plans to launch three to five products. However, during the development process, the cost of the formula she made with the formulator was too high, causing the brand's launch plan to be delayed by 6 months. Still, given the current appetite for Alpha product habits and the urgent need for parents to choose the right product for their children, Sabrina decided to stick with Gryme despite its limited product range.
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Create the Vans of the skincare world
Buying all these products in addition to skin damage can be an "expensive habit" for parents. Sabrina believes this will motivate parents to consider alternatives to standard mass-market products. Gryme is the brand she founded to fill this gap in the market. However, she knew that in order to stand out in a highly competitive market, Gryme needed to not only be competitive in price, but also meet consumer expectations in terms of performance. As a result, she expects all Gryme products to be priced below $20.
"I wanted to create a feeling that was cool and healthy like Vans." Sabrina explains, "Whether it's a 4-year-old girl or a 22-year-old boy, Vans is the choice. I hope that Gryme can have this kind of charm and make everyone feel that it is appropriate. ”
Gryme has already started selling its products through direct-to-consumer distribution and will soon be available on Amazon. In the future, Sabrina plans to sell Gryme's products through retailers frequented by her parents, such as Whole Foods, Target and Costco, in order to reach a wider target market.
Although Gryme is primarily aimed at kids, Sabrina knows that it's their parents who are actually paying for their products out of their pockets. As a result, brands strive to connect with them through a variety of channels, including working with more than a dozen influential moms and upcoming collaborations with mission-driven brands.
Sabrina isn't the only entrepreneur to see a gap in the children's brand market. Before Gryme, brands such as Stryke Club, Young King, JB Scrub, evereden and Miles for children and their parents were already on the market. Sabrina believes that the emergence of these brands has helped to increase the focus on children's skin and skincare basics.
"It's still a real niche. Most parents still opt for pharmacy products," she says, "but the biggest opportunity is that pharmacy products are not designed for young skin, and children need their own products." ”