Clean Californian living

Clean Californian living

31st State

Creating a brand new category in the beauty industry for teenagers

A paraben-free, vegan skincare product range designed specifically for boys, 31st State is a fresh solution to an age-old problem of teenage skin. Made from naturally-derived ingredients, like Manuka and Zinc, the California-inspired cosmetic brand hit the market in 2017 to empower young men.

After developing the brand’s identity from the beginning, White London helped 31st State go from a brand-new skincare company to a leader within the teenage beauty market. As well as creating buzz on social media, working alongside influencers such freestyle football legend Tom Folan, we built awareness throughout the beauty trade press, securing coverage in Cosmetic Business, Pure Beauty and Beauty Magazine.

Consumer titles and national press quickly followed, with 31st State featured in key publications including GQ, NME, The Observer, The Pool, The Guardian and The Daily Mail.

By establishing 31st State as an innovator within the cosmetic industry, we also developed brand awareness positioning the products as young, cool and forward-thinking. In less than a year, 31st State has secured listings on ASOS and Amazon, as well as winning the Best New Male Skincare Product 2018 at the Pure Beauty Awards and being shortlisted as a nominee at GQ’s 2019 Grooming Awards.