31st State

When I started 31st State, I didn’t sit out to build a skincare brand. I sent out to answer one question: how do you help guys grow into good men?

The gap was obvious. Every brand talked to women. No one was talking to guys – or the people trying to help them navigate this stage. That’s where 31st State began.

I watched my son’s feel just as insecure about their appearance as my daughter did. A new self-consciousness, social media, adding one more layer – and no one speaking to that moment in a guy‘s life in their language. I wanted to.

10 steps isn’t dedication – it’s just more stuff. A routine only works if you’ll actually do it. So we built exactly what he needed – simple, great smelling, something he’ll actually stick with.

I wasn’t just building for the guy who needed us on day one. I was building for the guy he’d grow into, through every year, every stage, still figuring it all out. We grew up right alongside him.

Nine years in, I feel the same: 31st State was always about something bigger than a routine. It was about what it means to grow into a good man.

Becoming a good man is one of the most important roles there is because so much rides on it. Who you become shapes the kind of friend, partner, and father you’ll be.

Masculinity isn’t the problem – what we do with it is. Instead of shrinking that energy, we want to channel and celebrate it. Kindness and strength were never opposites. Two things can be true at once.

From his first sweat to every day shave, we’re still growing with you. Here’s to nine years 🙌🏻 and to everyone doing this work alongside us. 🧡

Summer is not over (thankfully), yet the feeling for a reset is in the air.

For most of us, the New Year lives on January 1st — the day we make promises to ourselves. But August is when lists get made and life speeds up.

Maybe it’s nostalgia. Maybe it’s science. Behavioral scientists call it the Fresh Start Effect.

Confidence doesn’t come from perfection.

It doesn’t come from a complicated 10-step routine.

We believe it comes from the small habits you repeat every day.

Small decisions. Over time, they become part of who they are. As boy moms, we’ve watched those routines evolve.

As September rolls around, think of it as the beginning of his year — not a reinvention, but a return to the routines that bring out the best version of him.