When her teenage sons started having skin problems, Stephanie Capuano did what moms do, she googled ‘teenage skin care.’ After some disappointing results she asked her friends for advice and it turned out they were just as lost as she was. After searching endlessly in pharmacies and retailers in the UK and US, she was frustrated that there was genuinely nothing on the market that worked well enough for them, was stylish, aspirational and importantly, wasn’t elbow-deep in unnecessary chemicals. Inspired by what it felt like growing up in California (the 31st State), she created a brand devoted to boys in all their glory, which feels more current for Gen Z and the next gen of teen boys, and is inspired by the idea of simple, effortless, California clean. The 31st State is a place but also a way of doing things – a geography and a philosophy in one. A philosophy wherein we all ‘untry harder’.