Maloa Skincare, a new skincare brand made for tweens ages 9 and up, launched at maloaskincare.com.
Founded by Redondo Beach mom Lauren Wilson, who spent more than 16 years in health, wellness and beauty marketing, Maloa offers four simple, age-appropriate products and markets them to parents, not kids.
The name Maloa means “today was a good day,” and that idea is behind the “anti-skincare” label. The brand keeps a tween’s routine small on purpose. It’s a simple habit that bookends her day: two minutes in the morning and two at night. The rest of a good day comes from everything that happens away from the mirror.
“We’re a skincare brand telling you to spend less time on skincare,” said Lauren Wilson, founder and CEO of Maloa Skincare. “Our belief is that sunshine, fresh air, laughter and spending time with the people she loves are just as good for her skin as the skincare she puts on it.”
Maloa arrives as kids’ skincare routines are getting longer and starting on a screen. A 2025 Northwestern Medicine study published in Pediatrics found that girls ages 7 to 18 sharing skincare routines on TikTok used an average of six products, and the most-viewed routines contained an average of 11 potentially irritating active ingredients.
Maloa‘s routine features four gentle products crafted with safe, thoughtful ingredients parents can trust. Every order also ships with a printed confidence log, a page of small wins for tweens to check off throughout the week. Among them: “I got outside and touched some grass,” “I was proud of something I did, not how I looked,” and “I cheered someone on instead of comparing.”
“A ten-year-old doesn’t need to be told what her skin is missing or that it needs fixing,” Wilson said. “She needs a few gentle products her parents feel good about, and then she needs to go be a kid.”
The Maloa Lineup
All four products are vegan, cruelty-free and made in the USA, and are formulated to meet the clean beauty standards of Sephora, Ulta, Credo and Whole Foods. They contain no retinoids, AHAs, BHAs or other harsh exfoliants, and no synthetic fragrances, dyes, sulfates, parabens, phthalates or PFAS.
- Jelly Face Cleanser ($33): A fragrance-free gel cleanser with watermelon and glycerin that removes dirt, sweat and sunscreen without stripping skin.
- Triple Cloud Face Moisturizer ($30): A lightweight, fast-absorbing moisturizer with jojoba, chamomile and oat.
- Cucumber Splash Face Mist ($28): A refreshing mist with cucumber, probiotics and green tea for light hydration.
- Pom Perfect Lip Balm ($20): A nourishing balm with shea butter, murumuru seed butter and vitamin E that leaves a soft, natural gloss.
Availability
Maloa Skincare became Oct. 13, 2026, at maloaskincare.com. Products range from $20 to $33.
