Siiiba launches natural personal care brand for pre-teens

Siiiba, a new wellness and hygiene brand, has launched in Los Angeles with a focus on personal care products specifically designed for pre-teens and teenagers. The brand’s debut product is a natural deodorant formulated with minerals and plants, including zinc, magnesium, and arrowroot, while remaining free from aluminum and baking soda.

Co-founded by Yris Palmer and Sevana Petrosian, the brand aims to address the transitional developmental stage of puberty. The product is designed to be age-appropriate, offering three scents—Ocean Breeze, Cucumber Melon, and Pomegranate—and retails for $15 via the company’s website.

The launch highlights a growing trend in the beauty industry as companies increasingly target Gen Alpha, the generation of children and young adolescents, following the saturation of markets catering to Millennials and Gen Z.