Actress Julie Bowen and Jill Biren, a one-time advertising executive at Condé Nast, are mothers to five boys between them. Needless to say, they’re familiar with pre-teen stink. But finding a suitable option for their growing offspring wasn’t so easy.

 

Although the men’s grooming category is heavily saturated with familiar scent options from Old Spice to Manscaped, Biren didn’t want her tweens smelling like they were hanging out at the cologne counter. 

 

“We struggled to find a brand our sons could use and feel was specifically created for them,” Biren told Happi. “We searched for a brand that was clean in formulation, gentle for their ever-changing skin and cool enough for them to feel proud using. There has been an explosion of new men’s skincare brands, but those address adult males as opposed to tween boys and typically are highly-cologne fragranced. Professionally, I worked with many skincare brands that appeared gender-neutral, but their marketing messages only spoke to a young female tween audience.”

 

Bowen’s celebrity (she played the helicopter soccer mom of the Dunphy family on the ABC sitcom “Modern Family”) merged with Biren’s successful career in the beauty industry created the ideal opportunity to build a new brand that would speak to boys and those children who identify with boyhood. The moms cajoled their sons to come up with a name for the brand. After reviewing more than 100 suggestions, the boys suggested Bowen and Biren call their new direct-to-consumer brand, JB Skrub.

The product range in the JB Skrub line caters to the boy on the go, aligning with a simple, uncomplicated routine that covers all essentials to be ready for the day and refreshed for evening, seamlessly. It includes a body spray, body wash, face lotion, face pads and face wash formulated specifically for boys’ sensitive, changing, hormonal skin. Dermatologist-tested, ingredients in the pH-balanced formulas include niacinamide, prebiotics, succinic acid and algae, along with soothing aloe vera and green tea to yield clean skin in a gently-controlled environment, Biren said. The bold blue bottles with block-letter typography nod to the past, but align with the current throwback to 1980s teen culture.

 

The Body Wash, dispensed with the push of a pump, supports a healthy skin microbiome with a pH-balanced formula that includes chia pre-biotic, a plant-based source of heart-healthy Omega-3, and one of nature's prebiotics. JB Skrub Face Wash, which is dispensed as a foam, contains niacinamide that keeps skin hydrated and sebum production in check. 

 

JB’s fragrance-free face lotion was created with the soothing feel of a gel moisturizer in mind. It also contains squalene and chlorella vulgaris, an algae extract to add both hydration and blue light protection. The product is dispensed from an airless pump with a twofold purpose: preserving the product’s integrity and providing convenient dispensing. 

 

“We would not think of asking our kids to unscrew a lid, then put their fingers in a jar of moisturizer,” recalled Biren.

 

The Face Pads and Body Spray were designed for cleanup after sports practice and games; they provide a quick way to freshen up without the harshness of oil-stripping astringents and toners. The biodegradable pads gently remove excess oil while keeping the skin moisturized and protected. 

 

“The Face Pads have been a gamechanger for our kids who started developing pre-teen milia on their cheeks,” said Biren. “The Face Lotion is loved by our sons for its ease and texture.”

 

What’s more, they’re contained in a flip top jar. 

 

“If you have kids, you know the toothpaste top never makes it back on the tube,” said Biren. “For this reason, our lid is a flip top for ease of use.”

 

The body spray formula is designed to tackle odors, but not mask them with heavy cologne and aluminum. Designed by a chemist with an active preteen son, JB’s Body Spray contains zinc ricinoleate, which neutralizes odor. The spray imparts a fresh citrus scent.

 

“Our goal for JB Skrub as a brand is to evolve and encompass more than the current skincare collection,” said Biren. “For brands to develop consumer, loyalty, they must forge an emotional connection. Look for us to unite our consumers with the positive, fun vibe of JB Skrub.” 

 

JB Skrub is available on jbskrub.com beginning January 10; products retail for $16-$20 each.