As reported in studyThe Journal of the American Academy of Dermatology states, “Sensitive skin affects approximately 50% of skin diseases.” [the] Adult population. ” As a result, countless products are launched every year that are formulated for sensitive skin, from serums, lotions, and creams to cosmetics, body washes, and deodorants.
However, very few deodorants are currently marketed to children and teenagers, and even fewer contain natural ingredients and are formulated for sensitive skin. But Kobi is poised to become a disruptor in this niche personal care product space.
We spoke to Siôn Owen, Founder and CEO of Kobi, about what inspired the development of Kobi Natural Sport Deodorant for kids and teens, the R&D process behind the product formulation, and the biggest trends and opportunities. We talked about predictions. A brand in the personal care products field.
Kobi’s mission
Owen didn’t start his career in personal care products, but has spent more than a decade and a half working in marketing for technology companies. Instead, he shared that Kobi’s inspiration came from his personal experiences.
“My friend’s 9-year-old daughter suddenly came home from school one day and woke up to a body odor that woke her up,” he explained. “As she is a young child with sensitive skin, my friend wanted a gentle, child-friendly deodorant for her. But there was nothing like it in stores and there were lackluster options online. There were just a few.”
Eventually, he continued, “I stumbled upon what I felt was an interesting opportunity,” he continued, “to start developing a deodorant that wouldn’t irritate children’s more sensitive skin,” and “soon after that, I launched the Kobi brand.” I developed a deodorant product for children as a side project to see if there was a demand for it.
“It turns out there are a lot of stinky kids out there,” he quipped, and it was clear there was a need. “Four years later, we continue to grow steadily every month,” he added.
Product formulation and development process
To develop Kobi deodorant for children and teens, Owen first focused on which ingredients needed to be removed to avoid irritation for children’s more sensitive skin types. “With our first product, a natural deodorant, we really focused on what to leave out of our products.
“Children’s skin is thinner than ours and more sensitive to irritants,” he explained, “and some common ingredients found in natural deodorants for adults, such as baking soda, may irritate children. “Given the prevalence of allergies in children these days, we also wanted to make sure to avoid common allergens such as nut oils and artificial fragrances.” he said.
Ultimately, “after months of research, experimentation, and testing,” and “60 product iterations,” he said, “we arrived at a formulation that is gentle, stable, and effective.”
Future brand opportunities in personal care market share
“Children and teens are a largely ignored demographic when it comes to personal care products,” Owen said of the current state of the market. “There’s a lot of stuff out there for adults, a lot of stuff out there for babies, but very little in between,” he explained.
Therefore, the brand aims to “reach an underserved consumer segment by building a product line that parents can rely on when their child has outgrown baby products but is not yet ready for baby products.” Our mission is to take advantage of opportunities to offer PBC products. More powerful adult stuff,” he shared.
Going forward, Owen said Kobi’s mission will continue to focus on helping kids “look, feel and play their best.” He continued: “So far, we’ve focused on the issue of body odor by keeping kids feeling fresh with deodorant and body wash, but there are many other issues that need to be addressed.” Ta.
Owen said Kobi’s next steps include “addressing children’s skin care with our facial cleansing products and other products in development, as well as looking at healthier, scalp-friendly hair styling products.” . Ultimately, he concluded, “I think we’ve just scratched the surface of what this brand can be.”
