When it comes to clean, effective skincare for tween and teen boys, 31st State is the real deal - and their amazing products always get rave reviews from our Good Guygiene subscribers. Good Guygiene connected with founder Stephanie Capuano to ask her a few questions about her inspiration for building a personal care brand specifically for tween and teen boys.
What inspired you to launch 31st State?
My teen sons. I saw them struggling through adolescence — with breakouts, changing body chemistry, and the same confidence issues my daughter faced — yet no one was really talking about boys. As a mom, it was painful to watch, and I wanted to create something that would help. We named the brand after California, the 31st state and my home state. California isn’t just a place — it’s a state of mind. It’s about living a little more naturally and effortlessly, inspired by the ocean, beaches, mountains, and forests. That spirit is at the core of 31st State: clean, simple, effective products designed to support boys through this pivotal stage.
What’s one thing every tween/teen boy knew about skincare?
Skincare is not about vanity — it’s about self-care. Taking a few minutes each day to even wash your face and hair can make a huge difference in how you feel about yourself. Skincare is as essential as brushing your teeth or eating well — it helps you face the world with confidence.
What’s your go-to product from your own line?
Without a doubt, the Clearing Pads for Face + Body. They’re our hero product because they’re so easy and they work! (Moms and sisters have reported that they love them, too!) It’s the most ‘stolen’ product in our line up! They fight blemishes on the face and body, which is pivotal for our active boys who don’t want a complicated routine. They’re quick, effective, and portable, which pretty much sums up how teen skincare should be.
What one piece of advice would you give moms of tween and teen boys about parenting sons at this stage?
Be patient and stay connected, even when they seem to be pulling away. This is a stage where boys are figuring out their identity and independence, and sometimes that comes with silence or mood swings. I found the rejection really painful. But they still need you — your listening ear, your guidance, and your steady presence. Creating small, everyday rituals of care (yes, even teaching them skincare!) can become a way of staying close.
When you’re not running 31st State, what’s your favorite way to relax?
For me, it’s being outside! Hiking, walking, running by the ocean, or just soaking up fresh air and sunshine - the connection to nature is a huge part of what inspired 31st State in the first place, and it’s still where I feel most at ease.
