31st State was made specifically for teen boys as they enter the skin and personal care market. When we launched, no one was addressing this demographic of consumers. The ingredients we use in 31st State were carefully selected for this generation, who are socially and environmentally aware and statistically more likely to be vegan. This sentiment also applies to design, style and price. It was important that all of these elements fit our consumer profile. We find that it’s Moms purchasing 31st State grooming range for their teen boys, however once 31st State is in their household, men/women of all ages use and love it too.