A great product idea rarely gets a founder onto store shelves nationwide by itself. The founders who get there tend to spot untapped demand early and keep pushing long after others doubt them.
On today’s episode of Business Trends Today, Brian Reynolds, Founder and CEO of Just for Teens, joins us to share how his skincare brand for preteens and teens reached more than 10,000 retail locations. He explains how he found an underserved market, won over investors and retailers, and stayed flexible along the way.
A pandemic problem and an empty shelf
Teens breaking out from wearing masks gave Reynolds the idea for Just for Teens during the pandemic. He noticed the problem during school visits through his earlier business, which brought international students to the United States. That business dissolved when the pandemic hit.
"Our goal is to narrow in on this demographic and then be able to offer and own it and just really be excellent within the space that we're in right now."
Store shelves offered products for adults and babies but almost nothing for preteens and teens, Reynolds said. He set out to build a brand that helps teens look good and feel good. Just for Teens launched a little over five years ago in farmers markets. It grew into a few grocery stores before retail channels opened up.
Persistence earned the brand its first investment. Reynolds pitched hundreds of potential investors and joined several incubators before a friend’s recommendation led to the deal. The money funded the company’s first large purchase order. The investor said he was betting on the founder because the business was too early to judge.
A pimple patch teens wear with pride
Teens now wear acne patches as a source of pride instead of shame, Reynolds said. The flagship pimple patch comes in blueberry and clear versions, with 36 patches per box. It retails for $4 to $7, depending on the retailer, so teens starting their first jobs can afford it.
The product spreads easily by word of mouth, and parents have started using the patches too. That buzz helps drive retail velocity as shoppers return to stores. Social media lets small brands build audiences the way large brands did decades ago. That levels the playing field for shelf space.
Just for Teens works with large influencers but sees more value in micro-creators. The brand partners with organizations that reach hundreds of thousands of teens. Thousands of smaller creators talking naturally about the products can spark a grassroots movement.
What retailers need to see
Retailers want a consistent founder who understands the product, Reynolds said. They want research showing where the market has white space, and they look for ways to become profitable.
Just for Teens fit that description by focusing on preteens and teens, who had few products on the shelf. Reynolds could clearly explain what separates the brand and why it deserves shelf space. Large retailers are now paying closer attention to the segment.
The preteen and teen skincare market is new. Skincare only recently became popular with younger consumers, as young influencers began discussing their skin struggles. With more than 10,000 locations secured, Reynolds keeps his focus on velocity rather than store count.
Owning a niche before going global
Just for Teens plans to own the preteen and teen niche before it broadens its focus, Reynolds said. Campaigns target consumers around middle school so they learn the brand early.
The product is not patented, so competitors can copy it. Reynolds points to being first to market, brand recognition, and shelf placement as the real advantages. The company has protected its logos and partners with nonprofits and school districts to teach daily hygiene.
Reynolds plans to deepen school district partnerships over the next five years. He also wants to saturate markets in the Southeast and on the East Coast before expanding west. International markets in South America, Africa, and Europe appeal to him, though the United States remains the core focus.
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