MALOA Skincare Debuts a Four-Product Routine for Tweens

Retail · October 13, 2026

MALOA Skincare has gone on sale online with four gentle products for children aged nine and up. Founder Lauren Wilson pitches the brand to parents and argues that skincare should take only a couple of minutes at each end of a tween's day.

MALOA Skincare, a new brand for children aged nine and older, opened its online store on October 13, 2026. It was founded by Lauren Wilson, a mother from Redondo Beach, California, who worked for more than 16 years in health, wellness and beauty marketing. The range consists of just four products, and the company addresses its marketing to parents rather than to the children who will use them.

A brand that asks for less time at the mirror

MALOA calls itself an "anti-skincare" skincare brand. The name, the company says, means "today was a good day", and the routine is deliberately short: two minutes in the morning and two in the evening. Wilson, who is also chief executive, describes the company as a skincare business that tells customers to spend less time on skincare. In her view sunshine, fresh air, laughter and time with loved ones do as much for a girl's skin as anything applied to it. A ten-year-old, she added, does not need to hear that her skin lacks something or has to be fixed; she needs a few mild products her parents are comfortable with, and then the freedom to be a kid.

The launch comes while children's routines are growing longer and are increasingly picked up from social media. The company points to a 2025 Northwestern Medicine study published in Pediatrics. It found that girls aged 7 to 18 who shared their routines on TikTok used six products on average, and that the most-viewed routines contained an average of 11 active ingredients that could irritate the skin.

What is in the range

Jelly Face Cleanser, $33: a fragrance-free gel with watermelon and glycerin for washing off dirt, sweat and sunscreen.
Triple Cloud Face Moisturizer, $30: a light, quickly absorbed cream with jojoba, chamomile and oat.
Cucumber Splash Face Mist, $28: a hydrating spray with cucumber, probiotics and green tea.
Pom Perfect Lip Balm, $20: a balm with shea butter, murumuru seed butter and vitamin E.

All four are vegan, cruelty-free and made in the United States. The formulas leave out retinoids, AHAs, BHAs and other harsh exfoliants, as well as synthetic fragrances, dyes, sulfates, parabens, phthalates and PFAS, and the company says they were developed to the clean beauty standards applied by Sephora, Ulta, Credo and Whole Foods. Each order also includes a printed "confidence log", a weekly checklist of small wins such as "I got outside and touched some grass" or cheering someone on instead of comparing.

Source: MALOA Skincare