Fresh Kidz deodorant for tweens hits U.S. market

NEW YORK — U.K. company Kind2Skin has entered the U.S. market with a new line of deodorants designed just for tweens.

“With the age of the onset of puberty continuing to fall, there is a substantial need for a collection developed exclusively for the five million 8- to 14-year-olds in the U.S. with over 50% of kids experiencing puberty before the age of 10,” stated Rochelle Diaz, COO of Kind2Skin USA.



Kind2Skin USA is launched Fresh Kidz with 1,500 doors out of the gate and expects to be in 4,000 to 8,000 doors by summer. Sales projections for the brand are slated at $1.8 million by the end of 2014 and 9.8 million by the end of 2016.



The products are currently available at Meijer, select Whole Foods, Giant, Stop & Stop and Amazon.com.



Premiering in Boots in the U.K. about a year ago, the Fresh Kidz range is free of harmful aluminum, drying alcohol and parabens. The formula can be used on all skin types and is also suitable for vegans.



The Fresh Kidz deodorants are dermatologically tested and are not tested on animals. Each SKU — one for boys and one for girls — is priced at $4.99.