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31st State

31st State
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31st State

It’s not just personal care—it’s a way of life.

Overview

Date Established 09/2017
Founder Stephanie Capuano
Industries
Health & Wellness
Sustainability
Beauty
Website https://31st-state.com/
Social

About

  1. 31st State was founded by a mom for her teenage boys. Stephanie Capuano saw how puberty was chipping away at their confidence, and when she went looking for solutions, all she found were products loaded with harsh chemicals—or brands that felt anything but aspirational.
  2. 31st State flipped the script: every formula is clean, vegan, cruelty-free, and free of unnecessary nasties—so parents can trust it, and teens actually want to use it.
  3. 31st State is where style meets substance. With our signature Pacific Air scent, it’s personal care that looks cool, smells amazing, feels great to use, and helps tweens, teens, and young men step into their confidence


Founding Story

When her teenage sons started having skin problems, Stephanie Capuano did what moms do, she googled ‘teenage skin care.’ After some disappointing results she asked her friends for advice and it turned out they were just as lost as she was. After searching endlessly in pharmacies and retailers in the UK and US, she was frustrated that there was genuinely nothing on the market that worked well enough for them, was stylish, aspirational and importantly, wasn’t elbow-deep in unnecessary chemicals. Inspired by what it felt like growing up in California (the 31st State), she created a brand devoted to boys in all their glory, which feels more current for Gen Z and the next gen of teen boys, and is inspired by the idea of simple, effortless, California clean. The 31st State is a place but also a way of doing things – a geography and a philosophy in one.


Products

2-in-1 Hair & Body Wash
2-in-1 Hair & Body Wash $18.00
Clearing Pads Face + Body
Clearing Pads Face + Body $27.00
Roll On Deodorant
Roll On Deodorant $11.00
Spot Control Gel
Spot Control Gel $22.00
2-in-1 Hair & Body Wash - Set of 3
2-in-1 Hair & Body Wash - Set of 3 $27.00
Roll-On Deodorant - Set of 3
Roll-On Deodorant - Set of 3 $33.00
Skincare Essentials Set
Skincare Essentials Set $67.00
The Core Four
The Core Four $72.00
Hygiene Heroes
Hygiene Heroes $36.00
Clearing Pads Face + Body - Set of 3
Clearing Pads Face + Body - Set of 3 $74.00
Spot Control Gel - Set of 3
Spot Control Gel - Set of 3 $65.00
Power Play Duo
Power Play Duo $40.00
Foaming Face Wash
Foaming Face Wash $14.00

Retailers

Amazon

Testimonials

Brilliant!

Jane F.

I bought this for my 13yr old son. He’s just started having breakouts, around his nose, chin & forehead. He’s used this for one week & his skin is completely clear. I also bought the overnight clearing pads & spot gel.

Deserves more recognition!!! Delicious smell

Juliet T.

I instantly fell in love with the smell. It’s such a delicious natural body wash that leaves you feeling extra clean, especially when you use one of those shower poofs!

Love this product, can’t live without it. Truly keeps my skin clear!!!

Austin W.

The Best Product!!!!

My 17yr old son has been using these pads every day morning and night for several years now and the foaming face wash in the shower. As a teen with really sensitive skin and a national judo athlete these pads give him confidence and he loves how easy they are to use and travel with. As a mum I love the natural ingredients and knowing he has something that works without harming him or the envionment. Its a winning product in every sense!

Juliet W.

A winning skincare essential for my teen!

My son loves the Overnight Cleansing Pads! Easy to toss in his hockey bag or dopp kit, smells amazing and works! His skin, especially around the hairline, has cleared up! Bravo!

Joanna

Easy, portable and a fast fav!

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