waves

If you've ever stood in the skincare aisle holding your phone up to a label, trying to figure out whether the ingredients are natural, synthetic, safe or unsafe for your tween, this one's for you.

Back to school is a lot. New schedules, new supplies, new activities, and a whole new fight to get everyone out the door on time. If your house is anything like ours, the mornings are loud, the sleep is short, and finding a spare minute for yourself feels like a small miracle. The last thing anyone needs is a tween tangled up in a 10-step routine that turns the bathroom into a bottleneck. Here's the good news: skincare is one of the things you actually get to keep simple. Two minutes in the morning. Two minutes at night. That's the whole reset. The two-minute morning Mornings are chaotic enough. The goal is a routine your tween can run half-awake, on their own, without you hovering in the doorway. Keep it to two steps: A quick cleanse to wake the skin up and rinse away whatever settled overnight. A light moisturizer so skin starts the day comfortable and hydrated. That's it. Out the door. The simple night Nighttime is really just about washing the day off. Sweat, sunscreen, and whatever they picked up between first period and the walk home. A gentle cleanse, a little moisturizer, and they're done. Which leaves more of the evening for the things that actually matter at this age: playing, reading, decompressing (cough … homework … cough), and getting to bed on time. The stuff that works for free The routine is two steps. But some of the best things you can do for your tween's skin don't come in a bottle at all. And they cost nothing. A few worth building into the new school year: Swap the pillowcase weekly. Pillowcases quietly collect oil, sweat, and hair product, and your tween presses their face into that for eight-plus hours a night. A fresh one once a week is an easy reset. Protect their sleep. Consistent bedtimes do more for skin, mood, and focus than any serum ever will. If screens have been creeping into the wind-down, this is a good season to move them out of the bedroom. Send water, not just a water bottle. Hydration starts on the inside. A bottle they'll actually refill beats the fanciest moisturizer. Let color do the work. Bright fruits and veggies, healthy fats, and whole foods feed their skin along with everything else that's growing right now. Clean hands first. School means germs, and touching or picking at the face is how a lot of little breakouts start. A gentle reminder goes a long way. Rinse after they sweat. After PE, practice, or the walk home, a quick splash keeps sweat from sitting on the skin. Get outside. Fresh air and a little time on the grass do as much for a stressed-out nervous system as they do for skin. The good, old-fashioned, streetlights-coming-on kind of afternoon still wins. None of this is a production. It's the boring, foundational stuff that quietly works. What to leave in the aisle If the back-to-school run takes you down the skincare aisle, here's the short list of what to leave behind for young skin. Synthetic fragrance is the big one. Fragrance is one of the most common causes of skin allergies in kids, and here's the part worth understanding: those allergies build through repeated contact. Skin usually doesn't react the first time. It reacts once enough small exposures add up over time. So the fewer chances a young, still-developing barrier has to meet these ingredients, the better. This is one you get ahead of early, not later. Essential oils surprise people, because "natural" sounds gentle. But plenty of essential oils carry the very same fragrance compounds that trigger reactions in sensitive skin, so they belong on the watch list too. Keep an eye out for citrus, floral, mint, spice, and astringent oils like tea tree, eucalyptus, and lemongrass. Two quick label tips while you're standing there: "fragrance-free" is more reliable than "unscented," since unscented can just mean a masking scent was added to cover a smell. And essential oils still count as fragrance, even when the label doesn't use the word. The conversation worth having before day one This is the one that's easy to put off, and worth doing first. Once school starts, your tween is going to see other kids' products and hear about the ones everyone supposedly needs. You want them walking in already knowing what's good for their skin, so they're not making decisions in a hallway based on what a creator told them to buy. It doesn't need to be a big sit-down. A few low-key ways in: "What are kids at school into right now?" Let them tell you what they're seeing. You'll learn a lot. "Want to pick something out together?" Shopping as a team beats a flat no. It gives them a little ownership and keeps you in the loop on what lands in the cart. "Here are a couple of things made for your skin." Offer a starting point you actually approve of, so the choice already lives inside good options. "Skincare is about taking care of yourself, not fixing anything." This is the one that matters most. Their skin is going to change over the next few years, and that's normal. That last framing is the real protection. Not a specific product, but the story your kid tells themselves about why they're doing any of this in the first place. Keeping it easy with MALOA If you want products built for exactly this - simple, safe, and made for tween skin, without the fragrance and fillers - you’re in the right place. Our Jelly Face Cleanser and Triple Cloud Face Moisturizer are the whole easy-morning, simple-night routine in two steps. And for the days they want a little extra, or something to toss in a backpack, there's the Cucumber Splash Face Mist and Pom Perfect Lip Balm. Everything is made to be safe both ways: safe on their skin, and free of the appearance-fixing pressure they already get plenty of everywhere else. Because under all the new schedules and supplies, the goal for this school year is a simple one. Easy mornings, simple nights, and a tween who feels good in their own skin, heading out the door. We're opening our waitlist ahead of launch. If this sounds like your kind of simple, come join us.

There's a stage that sneaks up on every parent. One day your kid is running in from the backyard with dirt and a smile spread across their face. Next, they’re having sleepovers, volleyball practice and sleeping past 7am.  Welcome to the tween years. Not a little kid anymore. Not a teenager yet. Just… in-between. And it's not just their daily routine, their height, hormones and attitude that’s changing. Their skin is changing too. And while they could get a way with splashing it with water as a kid, they do need a little more than that as they grow up.   Why water isn't enough anymore For years, water really was enough. Young kids' skin is extremely resilient, and it makes very little oil, so a rinse was plenty. But as the tween years begin, the body starts its slow warm-up toward puberty, and one of the first things to change is the skin. Oil glands become more active. There's more sweat, more sunscreen, more time spent touching screens and faces. And more environmental stressors that they’re exposed to.  Water can rinse the surface, but it can't break down the oil, SPF, and daily buildup that now settle onto the skin. Over time, that buildup is exactly what leads to clogged pores and those first little breakouts. Here's the catch: their skin is changing, but it's still delicate. The strong foaming cleansers and acne washes made for teens and adults can strip a tween's skin, leaving it tight, dry, and irritated. Which often makes things worse, not better. What tween skin needs is a middle path: something that genuinely cleans, but stays gentle. What to look for in a cleanser for tweens Here's the good news: tween skin doesn't need much. It just needs the right things. As you start looking, a few qualities separate a cleanser that helps from one that does more harm than good: Gentle, not stripping. If skin feels tight or squeaky after washing, the cleanser is too harsh. The goal is clean and comfortable, not dry. A soft texture over an aggressive foam. Jelly, gel, and cream textures tend to be far kinder to delicate skin than heavy foaming or "deep clean" formulas built for adult oil and acne. It actually cleans. Gentle doesn't mean weak. It should lift away real oil, sweat, and sunscreen, not just wet the surface the way water does. None of the harsh stuff. Skip strong acne actives, drying alcohols, and heavy fragrance. Tween skin is changing, which means it’s still sensitive, and it rarely needs the potent ingredients marketed to teens and adults. Gentle enough for every day. A tween will use this twice a day, so it has to be kind enough for morning-and-night use without irritation. Simple enough to do solo. The best routine is one your tween will actually keep. Which means easy to use and hard to overdo. Find a cleanser that checks these boxes, and you've found the middle path: something that genuinely cleans while staying gentle on still-delicate skin. The gentle ingredients to look for A short, kind ingredient list beats a long, complicated one. A few gentle, skin-loving ingredients worth looking for: Glycerin. A gentle hydrator that draws moisture into the skin, so washing never leaves it tight or parched. Watermelon (Citrullus Lanatus) fruit extract. A light, water-rich botanical rich in antioxidants and vitamins that soothes and refreshes delicate skin. (Bonus: it feels as fun as it sounds, which makes "go wash your face" an easier sell.) Mild, sugar- and coconut-derived cleansers. Gentle cleansing agents like coco-betaine and glucosides lift away oil, sweat, and SPF without the harsh sulfates that strip and dry. Together, ingredients like these do the quiet, important work of cleaning the skin while leaving its protective barrier fully intact. Just as telling is what a good tween cleanser leaves out: harsh sulfates (like SLS), strong acne actives, and heavy synthetic fragrance can all disrupt that barrier on skin that's still finding its footing. Morning and night. The whole routine Twice a day is the sweet spot: In the morning, a quick wash clears away the oil and sweat that build up overnight, giving skin a fresh, clean start. At night, it's the most important wash of the day. Lifting off a full day of sunscreen, sweat, environmental stressors and grime so skin can rest and recover during sleep. The how is simple: wet the face, massage a small amount of cleanser in gentle circles for a few seconds, rinse with lukewarm water, and pat dry. Easy enough for a tween to do entirely on their own. Clean skin, barrier intact As millennial parents, we were told our whole lives we needed to fix things. Whether it be about our skin, our bodies, our clothes. I refuse to let this be the reality for my daughter.  Skincare, especially at this age, is not meant to "fix" anything. This is simply about giving it a little more care as it starts to change. And clearing away what water no longer can, without taking away what keeps skin healthy. If you're looking for a cleanser that ticks all of those boxes, our Jelly Face Cleanser was made for exactly this stage. Its soft, jelly texture melts away the day's oil, sweat, and sunscreen without scrubbing or stripping, with gentle ingredients that leave the skin barrier intact. Clean skin, comfortable skin, and a simple habit your tween can own morning and night.

At MALOA, our name means something simple and joyful: today was a good day. It’s a word we created to hold a feeling. And that's the whole idea behind what we make. We want kids outside — riding bikes, at the beach, walking home from school, chasing each other around the park until the streetlights come on. The messy, sunny, scraped-knee kind of day that ends with a smile. The kind of joy we had when we were young, before there were screens.  But being the kind of brand that champions getting outside also means being honest about what's out there. And making sure our kids are taking a few simple precautions while they're at it. We already know about the sun If there's one thing most of us have internalized, it's SPF.  But the sun isn't the only thing our kids' skin meets on a good day outside. There's a second environmental stressor that almost no one talks about. The part no one mentions: everyday pollution If you live in or near a city, the "fresh air" out there isn't quite as fresh as it feels. Traffic and everyday emissions leave behind a fine mist of tiny particles and pollutants. The kind you can't see or smell. And here's what might surprise you: that stuff doesn't only affect little lungs. It settles on skin, too. Over time, exposure to airborne pollutants is associated with oxidative stress and free radicals that can leave skin looking dull, contribute to dark spots, and wear down the skin's natural barrier. The skin most vulnerable to it? Kids' skin. It's thinner, still developing, and still learning how to defend itself. None of this is a reason to stay inside. It's just a reason to send our kids out with a little more in their corner. A simple step  This is exactly why we made the Cucumber Splash Face Mist. It's a lightweight, refreshing mist that delivers an instant hydration boost. But we built it to do a little more than feel good. It's packed with gentle, food-derived antioxidants like green tea, cucumber, and sweet potato, chosen to help skin defend itself against everyday environmental stressors. Antioxidants are the skincare world's answer to free radicals, helping to neutralize the invisible stuff before it settles in. No harsh actives. No synthetic fragrance. Just a clean, feel-good step that works morning, night, or after a long afternoon outside. Formulated to clean retail standards, and made specifically for skin ages 9+. Think of it as the pollution-conscious sibling to sunscreen. Not a replacement for SPF, but the other half of a smart outdoor routine. Good days, well protected We want more days outside, not fewer. More sunshine, more movement, more of the kind of afternoon that earns the name we chose. We just want our kids to head out there protected. Small steps that let the good days keep coming, and let young skin stay healthy while it does. Because at the end of it all, the goal is the same one we started with: today was a good day.  

Standing in the skincare aisle, or scrolling online, it can feel like every product claims to be “gentle,” “clean,” or “safe.” But when it comes to tween skincare, ingredient lists matter more than buzzwords. Here’s what parents should know.     Why Ingredients Matter More for Tweens Tween skin is still learning how to regulate itself. Strong actives and aggressive formulas can: Strip the skin barrier Cause irritation or sensitivity Create long-term skin issues Ingredients designed for adult skin aren’t inherently bad, they’re just not always appropriate for kids.     Ingredients Parents Often Question for Tweens While every child’s skin is different, ingredients that often raise concern for tweens include: Strong exfoliating acids:  Glycolic Acid (AHA) Lactic Acid (AHA) Mandelic Acid (AHA)  Salicylic Acid (BHA) Tartaric Acid  Retinoids:  Retinol  Retinal Retinyl Palmitate Retinoic Acid Adapalene Harsh physical scrubs:  Walnut shell powder Apricot kernel powder Sugar or salt scrubs Coffee grounds Crushed nutshells or seeds Over-fragranced formulas:  “fragrance” or “parfum” essential oils  Products designed to aggressively “treat” skin:  High percentages of benzoyl peroxide strong acne treating complexes, “clinical strength” or “intensive treatment” formulas These ingredients are commonly found in viral skincare trends and adult routines. While they can be highly effective for aging or acne prone adult skin, they can be extremely damaging to young, growing skin. Which is why guidance matters.     What to Look for Instead For tweens, skincare ingredients should focus on: Gentle cleansing Coco-Glucoside  Skin comfort Glycerin  Leuconostoc / Radish Root Ferment Filtrate Oat Extract (Avena Sativa)  Chamomile Extract Calendula Extract  Barrier support Lactobacillus  Pentylene Glycol Shea Butter  Look for formulas that are: Non-stripping Simple (less is more) Designed specifically for younger skin Transparent about what they include — and exclude When it comes to tween skincare, more ingredients don’t mean better results.     A Parent’s Takeaway Choosing skincare for tweens isn’t about finding the strongest product, it’s about choosing the kindest one. When in doubt, simpler is usually safer.  

If you’ve ever asked yourself, “Does my child really need skincare?” you’re asking the right question. The short answer: most tweens don't need much. A gentle cleanser and a light moisturizer cover it. Anything past that is optional, and a lot of what's being marketed to kids right now is more than their skin can handle. Let’s talk about what tween skin actually needs, and what it doesn’t.     Do 9, 10, and 11-year-olds actually need skincare? Not the way the skincare industry would have you believe. Most kids this age need help with three things: getting the dirt and sweat off their face and keeping skin comfortable. That's a cleanser, a moisturizer. There's no need to treat, correct, or manage anything at this age unless a doctor has told you otherwise.     What's happening with tween skin? Tween skin is in an in-between stage. Hormones are just starting to shift, oil production can change, and kids are more active than ever. They're sweating, playing outside, and touching their faces all day. At the same time, their skin barrier is still developing. That makes it more sensitive, more reactive, and easier to throw off with harsh products. It's why adult routines don't translate.     What age should kids start a skincare routine? There's no magic birthday. Good signs are that she's sweating more at practice, wearing sunscreen every day, starting to wear makeup or asking about it herself. For a lot of kids that lands somewhere between 9 and 11. Start with washing her face at night. Build from there only if she wants to.     What does a simple tween skincare routine look like? Two steps, morning and night: Cleanse with a gentle, fragrance-free cleanser. Ours is the Jelly Face Cleanser. Moisturize with something lightweight, like the Triple Cloud Face Moisturizer. In the morning, sunscreen goes on last. We don't make one, so use the SPF your family already likes. A lip balm and a face mist are nice extras, not requirements. If you want the two core steps in one box, that's our Rinse and Repeat Set.   What should tweens skip? Retinol, exfoliating acids, anything labeled anti-aging, and harsh scrubs. Doing too much too early can create problems that weren't there to begin with (where are all my St. Ives Apricot Scrub moms?). Pediatric dermatology teams say the same thing. Children's Mercy points out that kids' skin is thinner and more easily irritated than adult skin, and that anti-aging products like retinoids and acids can leave it red, sensitive, and with a weaker barrier. We wrote a full list of ingredients to avoid, and what to look for instead.   When should we see a doctor instead? If she has breakouts that are painful or won't go away, a rash that's sticking around, or anything about her skin that's really bothering her, that's a question for her pediatrician or a dermatologist. Skincare products, ours included, aren't a treatment.     A parent's takeaway If your kid is curious about skincare, you don't need to shut it down. You just need to guide it. At this age it's about learning to take care of her skin kindly, not trying to change it.

If you feel like “tween skincare” suddenly appeared out of nowhere, you’re not alone. Between TikTok trends, “Sephora kids,” and younger kids showing interest in skincare routines, many parents are left wondering the same thing: Is this necessary? Is it safe? And where do I even start? Whether you love the idea of skincare for tweens or it makes you a little nervous, the reality is that many kids are already using products, most of which are designed for adult skin. And that’s where concern comes into play. As parents, we see the stories. Kids overusing products, experimenting with harsh actives, damaging their skin barrier, and spending surprising amounts of money on skincare that was never made for them in the first place. With more age-appropriate skincare options entering the market and just as much marketing noise telling you what’s “best,” it can feel overwhelming to know who — or what — to trust. So let’s slow it down. This guide is here to help you understand why tweens are using skincare, whether they actually need it, and what to look for (and avoid) when choosing products. Without fear, pressure, or trends driving the decision. Why Are Younger Kids Using Skincare Products? There are a few reasons skincare for tweens has become so visible, so quickly. First, skincare has become entertainment. Social media has turned routines, products, and “before and afters” into content, and kids are naturally curious. They’re watching older teens and adults talk about skincare as self-care, and they want to participate. Second, kids today are exposed to more information, and more influence, than ever before. A product that’s trending isn’t always a product that’s appropriate, especially for growing skin. And finally, there’s a positive side worth acknowledging: many kids are genuinely interested in taking care of themselves. Wanting to wash their face, feel clean, and build routines can be a healthy thing when it’s guided thoughtfully. The challenge isn’t interest in skincare.It’s knowing what products are safest for tween skin. Is Skincare Necessary for Tweens? This is the question parents ask most, and the answer is refreshingly simple.  Yes, and for most tweens, skincare doesn’t need to be complicated. Tween skin is still developing. It’s more delicate, more reactive, and often doing exactly what it’s supposed to do. They don’t need skincare to “fix” anything, they need skincare that will help to wash off the dirt and grime of the day, the sweat, the sunscreen, and the environmental pollution in the air (because simply using water will just move the dirt around, it won't actually clean the oil off their skin). And if it helps to boost their confidence, makes them feel beautiful and looks good on their vanity… Well, that’s a huge plus.  At this stage, skincare should focus on: Gentle cleansing Supporting the skin barrier Building healthy habits Not anti-aging.Not exfoliating acids.Not correcting problems that aren’t there. In many cases, a simple, age-appropriate routine can help kids feel confident, clean, and cared for. And they can do this without overwhelming their skin or creating unnecessary dependency on products. Skincare for tweens should be about building healthy habits not transformation. What Ingredients Should Tweens Avoid? When parents worry about tween skincare, ingredients are usually at the top of the list, and for good reason. Many products popular with kids today contain actives and ingredients designed for adult skin, which can be too harsh for younger skin when used too early or too often. While every child’s skin is different, ingredients that often raise concern for tweens include: Strong exfoliating acids Retinoids Harsh physical scrubs  Over-fragranced formulas Products designed to aggressively “treat” skin That doesn’t mean skincare is off-limits. It means ingredient choice and formulation matter. For tweens, look for products that are: Gentle and non-stripping Focused on cleansing and comfort Designed specifically for kids or younger skin Clear about what they include — and what they leave out When in doubt, simpler is usually better. A Final Thought for Parents If your child is curious about skincare, you’re not behind, and you’re not doing anything wrong. This moment is less about products and more about guidance. Helping kids understand how to care for their skin in a gentle, age-appropriate way can set the tone for years to come. Tween skincare doesn’t need to be loud, complicated, or trend-driven. It should support real life, growing skin, and healthy habits. One simple step at a time. And that’s exactly where we believe skincare should begin.