About the Brand
About
- 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.
- 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.
- 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.
Signature Products
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Asset Library
Editorial-ready assets. All images cleared for press use with credit.
Press Contact
3S
Primary press contact
31st State
Press inquiries
- accountsusa@31st-state.com
- Replies within 24 hours