Why the celebs love this Aussie skincare brand for kids

After years of watching their parents enjoy the benefits of skincare, kids that are coming of age want a piece of the action.
‘Sephora kids’ was trending on TikTok earlier this year, with retailers and adults coming onto the platform to complain about the convergence of tweens in the makeup and beauty store, buying serums and moisturisers they likely did not need.
However, parents don’t have to exclude their children from skincare thanks to Allkinds, the Aussie tween skincare range that’s taken off in recent years. The brainchild of Paula Gorman, the brand keeps skincare very simple and accessible to Generation Alpha and has blown up across Australia and the United States as a result.
Since the popularity of Allkinds has seen them expand to now deliver to the United States, a bunch of high-profile celebrities have become fans via their young kids.
Gigi Hadid posted their adorable Toast Please Bath Sponge from their bath and shower range, with the Warm Sugar Whipped Shower Foam and Fresh Jam Mini Wash on top of it to her Instagram story. “How much more fun could bathtime get than toast sponges,” she captioned it.
Scott Disick, the former partner of Kourtney Kardashian, is another fan of Allkinds, having written to the brand to say his daughter Penelope “loves their products”.
Blake Lively is also a reported fan, which is unsurprising given her three young daughters.
While serums and complex products aren’t necessary for helping tweenage skin, it’s important to see them building good habits.
“When we started exploring the concept, we realised that there was this completely underserved market for kids and teens and a real opportunity for well-formulated, gentle, but effective products… made just for them,” Gorman told 9Product Reviews.
“We believe very firmly that teaching self-care from a young age helps to build independence, self-confidence, and healthy skin.
“We talk a lot about healthy skin, and not ‘aging skin’… we want them to develop really good skincare habits, not because TikTok told them to, but because that’s the pathway for them to have healthy skin,” she explains.
“They don’t need a 10-step regime, they really just need simple, gentle, and effective products.”
This approach has seen Allkinds stick to simple, age-appropriate messaging to cleanse, moisturise, and protect the skin. 
All of the skincare products from Allkinds have an obvious function. They’ve created three cleansers and moisturisers, with each set catering to different skin types. Classic Care is for everyday maintenance, Clearing Care is for breakout-prone skin, and Gentle Care is for sensitive skin.
With the focus on cleansing, moisturising, and protecting the skin, Allkinds will shortly push further into the third aspect by releasing sun care.
“We’re launching sun care, [which is] coming out in the next couple of weeks,” Gorman tells us.
“We’ve been working on this range for over two years … we spent time developing and testing a range that is safe and effective – it feels great on the skin and most importantly is something they’ll want to wear every day.”
On top of these products, the brand has also released a Calming Chamomile Oatmeal Soothing Cream Face Mask, which is just $17, and their Face Saver Serum Mist, which is just $20. They also have an acne treatment called Spot Doctor Pimple Gel, which is a must-have for most teenagers in their pimply years.
Beyond this, they have an epically cute bath and shower range, featuring products that look like delicious food in all kinds of bright colours.
Allkinds has a few bricks-and-mortar stores, with the hands-on experience important to their overall brand.
The stores have vibrant visual merchandising and the option to try products out, with operational basins in-store. However, the range is just as fun to shop online here.
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