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Dermatologist-tested, cruelty-free and science-backed formulas housed in chic, refillable packaging cater to age-appropriate sophistication without harsh actives or juvenile branding.
October 1, 2025
By: Lianna Albrizio
Associate Editor
Headquarters: Los Angeles, CAEstablished: 2025Hero Product: The Serum Base with targeted boosters (Glow, Calm, Hydro)
Gen Alpha is beginning to overtake Gen Z as the center of the beauty world, analysts say. The generation, born between 2010 and 2024, includes two billion globally and is set to be the most ethnically diverse generation in history.
Alphas are digitally native, have disposable income and are beauty obsessed with beauty products topping back-to-school sales. Just how obsessed? Analysts say Sephora’s signature black-and-white façade serves as the new spot for birthday parties.
And it’s not just for girls. Things like luxury fragrance is even tickling the fancy of growing boys!
The notorious Sephora Kids movement has seen underage beauty shoppers seeking age-inappropriate beauty products that could potentially cause physical and emotional damage. That’s why, up-and-coming beauty brands catering to the developing skincare needs of tweens and teens are looking to steer these impressionable youngsters into a new direction to embrace their age and encouragement exploration.
One of them is a new tween skincare brand Pour Tous. French for “for all,” Pour Tous (pronounced POR-TOOS) is billed as an inclusive, safe, conscious and design-forward skincare line created specifically for Gens Z and Alpha.
It seeks to reimagine skincare through the lens of modern parenting and real teen needs. Its dermatologist-tested, cruelty-free and science-backed formulas are housed in chic, refillable packaging that’s fun to use without harsh actives or juvenile branding, per the brand.
Founded by seven SoCal moms with 18 kids among them, the brand combines personal insight with deep expertise across beauty, fashion and retail.
Plus, each product is kid-approved by their own children, aiming to provide tweens and teens with the education and confidence they need to form healthy beauty habits at a young age.
“This idea of an aesthetic beauty standard wasn’t great for their self-esteem,” cofounder Tamany Vinson Bentz told Happi regarding the ongoing Sephora Kids phenomenon.
“It’s not great to be eight and think that you need some kind of anti-aging treatment to fix something that isn’t a problem you would never have. When we started to see our kids go through this, we realized there was a true gap in the skincare market for kids who weren’t babies or toddlers anymore, but they weren’t adults either; they weren’t even teens who hit puberty yet. They’re in that in-between space where they wanted something sophisticated-looking and feeling, but they weren’t ready for the sophisticated things like we parents use.”
In fact, modeling healthy beauty habits for Alphas shows promise.
Searches like “kids sunscreen,” for instance, averaged 1.3 million monthly searches, representing a 38.0% combined year-over-year growth, according to beauty trend tracker Spate.
Safe for children ages 8 and up, Pour Tous includes six products spanning from a serum to a facial cleanser.
Pour Tous is available at pourtousskin.com and Amazon.
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