I spent 15 years building brands in the beauty and wellness industry. I knew this space well. And over the last few years I kept noticing that younger and younger kids were using products never designed for their skin — harsh formulas, adult actives, complicated routines driven more by trends than any real need.

Then the Sephora kids movement started, and it stopped being a quiet gap in the market. It became a full-on cultural conversation. I thought about my own skincare mistakes growing up (the St. Ives Apricot Scrub days were very real), and how easy it is to damage developing skin in the name of doing more.

As a mom of two, I felt a responsibility to do something. So I did.

MALOA is a love letter to my younger self, to my children, and to yours. Age-appropriate, thoughtfully formulated skincare that protects growing skin, builds healthy habits, and fits simply into real life. With one belief at the center of all of it: your kid is already enough, and no product should ever make them feel otherwise.

Thank you for being here and supporting what we're building.

With love, Lauren 🤍

We believe in fewer, thoughtfully selected ingredients, each with a clear purpose.

Every ingredient must support hydration, barrier health, balance, or calm skin. If it doesn’t serve the formula, it doesn’t make the cut.