31st State

The planet they’ll inherit matters as much as the products they put on their skin.

At 31st State, sustainability isn’t a campaign — it’s how we operate. Every formula, every ingredient, every packaging decision is made with our sons’ bodies and their future in mind.

Clean formulas. Recyclable packaging. Responsibly sourced materials. EU standards, banning 1,300+ toxins. Cruelty-free, always.

EARTH DAY. EVERY DAY.

Have you heard of “looksmaxxing”? 😳

On the surface, it’s boys sharing tips on skincare, fitness, and grooming. But in many corners of the internet, it goes much deeper — obsessive self-measurement, ranking facial features, and the idea that a boy’s worth is tied to how perfect he looks.

Appearance pressure isn’t just a girls’ issue anymore. Boys are absorbing it too.

Swipe through for what to watch for — and how to keep the conversation open with your son. 👉

Because the goal was never perfection. It’s helping boys feel comfortable in their own skin. 💙

Read the full blog — link in bio. 🔗

NYC, we’re pulling up!
31st State x .grocer, 295 Bleecker Street.
Come find us! 🧡🌊

“My son loves it.” That’s the review that matters most.
Foaming Face Wash clears oil and sweat in 60 seconds. Gentle enough for sensitive skin. Effective enough to see results. Part of his daily routine for clear skin and confidence.Tea tree and manuka oil fight bacteria naturally. Coconut-derived cleansers work without harsh sulfates.
The morning reset. The post-practice refresh. The one he’ll actually use.
Swipe to see what parents are saying. →

Today we’re celebrating International Women’s Day — and the women behind brands built from real life.

Like so many female-founded businesses, 31st State started with a personal need. Our founder was raising two boys and watching the changes that come with growing up — breakouts, body odor, and that in-between stage where confidence can take a hit.

The products on the market?
Too harsh. Too complicated. Not made with young guys in mind.

Seeing the gap in the market, she decided to create something better — a clean, simple line of personal care built for the next generation of guys, and the moms raising them.

Eight years later, we’re proud to be your sons’, husbands’, and even daughters’ go-to brand for skin and personal care.

We’re proud to be a female-founded, female-led business, and honored to be part of and its inspiring community celebrating female founders across the UK.