Online Exclusives

Start Them Young

November 5, 2008

Using her four daughters as inspiration--and market research--Brandi Wallace's Blossom is addressing the personal care needs of 5-12 year old girls.

Start Them Young

Using her four daughters as inspiration—and market research—Brandi Wallace’s Blossom is addressing the personal care needs of 5-12 year old girls.

By Christine Esposito
Associate Editor

Most little girls like playing dress up and dipping into mom’s makeup bag for some lipstick, blusher or eyeshadow. By mimicking what mom does, they are learning the tricks of trade, the skills they will perfect over time as they grow into tweens, teens and women who will someday purchase a bevy of beauty products.

But how often do little girls practice washing their face or applying a moisturizer with SPF? As we have come to learn, these are the skills—and products—necessary to protect the skin against damage and maintain a youthful appearance.

Nearly three years ago, Brandi Wallace had a full plate. She was a stay-at-home mom with five children, including four girls. When her eldest daughter hit 10, Ms. Wallace knew she needed to start teaching her how to take care of her skin.

“I went to the store to find whatever products were out there for their age group,” she told HAPPI. “I was quite surprised to discover that there were no brands with skin care for children or tweens. All I could find were acne products.”

Using her four daughters as inspiration—and market research—the Blossom line was born out of that experience. The range is segmented into specific categories, named for each of her daughters. Bailey Skin Care 101 includes foaming cleanser, toner, moisturizer with SPF 15, and oil-free night lotion; Berry bath and body products includes body lotion, mist and powder and shower gel; the Brooklyn hair care range includes shampoo, conditioner, mask treatment and a conditioner mist with sunscreen; and Bexley skin care, which features facial scrub, moisturizer with SPF 30, facial mask and lip balm. The range—which is currently available in select children spas and boutiques department stores in Illinois, Missouri, Ohio and California, and online at—has price points between $10.50 -$16.50.

Formulated with natural and gentle ingredients, Blossom is designed to work with the delicate needs of “blooming” skin—not for teens or babies. Specifically, Blossom is geared for girls ages 5-12, which according to Ms. Wallace, is an overlooked group.  

But that may not be for long. For starters, at HBA Global Expo this past September, Blossom caught the attention of major players. “Our booth at HBA Global Expo was a big hit, and I had most of the “big guns” looking at our collections.”

“I do see other companies getting into the category eventually,” she added, noting the presence of new brands touting basic all-over washes for face or body as well as other hair care and bath products geared for young children. But according to Ms. Wallace, none offer specialized solutions or have the benefit of Blossom’s unique market research and development team.

“What makes our Brooklyn Hair Care line and our Berry Bath and Body collection stand out is that they were truly created by girls. Instead of giving girls the typical Strawberry, Grape and Bubble Gum scents, we went straight to the girls and let them decided, and what they created is quite different than what is traditionally offered to them,” she said.    

And that unique approach is what Ms. Wallace believes will keep Blossom relevant in what is destined to become a more crowded marketplace.  “I think it’s so exciting to be pioneering a new category in the beauty industry. Blossom is paving the way in this category.”

Related End-User Markets:

Related Raw Materials:

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.

  • Defining Clean Skin

    Defining Clean Skin

    Nava Dayan PhD, Dr. Nava Dayan LLC||February 1, 2017
    A look at the issues, research and history surrounding this controversial topic.

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Catch These Rising Stars of Beauty

    Catch These Rising Stars of Beauty

    Nancy Jeffries, Contributing Editor||February 6, 2017
    Who won what at Fashion Group International's Rising Star awards show

  • Erasa

    Erasa's New Evangelist(a)

    January 9, 2017
    Impressed by the performance of its hero SKU, supermodel Linda Evangelista joins the company in a hand's on role.

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Positive Influence

    Positive Influence

    December 19, 2016
    Co-founder Elizabeth Scherle talks about her growing consumer review platform, top beauty products and more.

  • Olivia Care Pays It Forward

    Olivia Care Pays It Forward

    Christine Esposito, Associate Editor||December 12, 2016
    Seeking post-election unity, a small natural personal care company hopes to cause a big wave of giving.

  • Patent Activity: Colgate-Palmolive

    Patent Activity: Colgate-Palmolive

    December 6, 2016
    New oral care compositions, the use of radish root ferment filtrate in a cleanser and more.

  • Cos Bar: Turning 40 and Hitting Fast Forward

    Cos Bar: Turning 40 and Hitting Fast Forward

    Christine Esposito, Associate Editor||November 21, 2016
    With a recent investor infusion, a new CEO and rebranding effort underway, this luxury beauty retailer has big plans.

  • Organic Matter

    Organic Matter

    Christine Esposito, Associate Editor||November 14, 2016
    FTC and USDA hold a public roundtable to discuss consumers’ perception of organic claims.

  • Get Ready, ‘Cause Here it Comes…

    Get Ready, ‘Cause Here it Comes…

    Christine Esposito, Associate Editor||November 1, 2016
    Skinphonic is a new brand created with a team of beauty experts and fronted by singer Smokey Robinson.

  • Hair for Me!

    Hair for Me!

    October 31, 2016
    Function of Beauty fulfills the promise of personalization in the beauty space—one bottle at a time.

  • A Facial Bar Grows in Brooklyn

    A Facial Bar Grows in Brooklyn

    Christine Esposito, Associate Editor||October 24, 2016
    With three doors in Canada, Blitz Facial Bar opens its first US location in one of the hippest areas of New York.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Let the Magic Begin!

    Let the Magic Begin!

    Tom Branna, Editorial Director||October 10, 2016
    IFSCC Congress gets underway at Walt Disney World this month.

  • Ogee Opens for Business

    Ogee Opens for Business

    Christine Esposito, Associate Editor||October 10, 2016
    Banking on the power of jojoba oil, a Vermont-based start-up is the newest player in organic luxury skin care.

  • P&G’s Latest Patents

    P&G’s Latest Patents

    Christine Esposito, Associate Editor||October 10, 2016
    A look at recent patent and IP related news from the biggest household and personal care player in the US.

  • A Cosmetic Armor Against Pollution

    A Cosmetic Armor Against Pollution

    Julia Comas, Cristina Davi, Elena Canadas, Laia Gonzalez, Raquel Delgado, Lipotec SAU||October 3, 2016
    Lipotec’s Pollushield creates a barrier between skin and pollutants and boosts the antioxidative potential of skin.

  • Cosmetic Chemists Head to Orlando Next Month

    Cosmetic Chemists Head to Orlando Next Month

    September 26, 2016
    Organizing Chair Guy Padulo explains why you should attend the IFSCC Congress.

  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Lauder’s Latest Patents

    Lauder’s Latest Patents

    September 1, 2016
    A composition with NIR light emitting material, a skin care device and more awarded to this beauty business giant.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • Fro Yo!

    Fro Yo!

    Tom Branna, Editorial Director||August 22, 2016
    Project Beauty dishes out Hairgurt, a line of vitamin-rich hair shampoos and conditioning masques.

  • TLC for Those Who Need It Most

    TLC for Those Who Need It Most

    Christine Esposito, Associate Editor||August 22, 2016
    New curriculum debuting at Bellus Academy helps estheticians treat a population that needs TLC.