Why I Created a Skincare Line for Tweens and Teens

I didn't set out to create just another skincare brand.

I created btwn because I kept seeing the same problem over and over again in my dermatology practice.

Kids were asking more questions about skincare than ever.

And their parents were not sure what to buy.

Then I Looked at Skincare Made for Teens and Nothing Existed

Kids wanted skincare beyond basic drugstore brands but there was nothing for them.

And I knew many skin problems that tweens and teens face (ACNE!) could be prevented with a consistent basic routine with products formulated for sensitive skin.

Young Skin Doesn't Need More. It Needs the Right Things.

When I developed btwn, I started with a simple question:

What does younger skin actually need?

For me, the answer was supporting a healthy skin barrier, minimizing unnecessary irritants and helping skin become more resilient to the external stressors it encounters every day.

I wanted the products to be fragrance-free.

I wanted antioxidants.

I wanted products parents could feel great about buying for their kiddos.

But The Products Were Only Part of It

As a dermatologist and a mom, I believe kids should understand what they're putting on their skin and what products their skin actually needs.

I wanted to help educate both parents and kids that the skin is an organ and what you choose to put on it matters.

I wanted to teach them that the most important thing they can do for their skin is protect it from sun exposure and support a healthy skin barrier that resists breakouts and damage from the environment.

That's really why I created btwn.

Not to give kids more skincare.

To give them better skincare habits before the beauty industry teaches them otherwise.