From zits and other hormonal changes to the general ambiguity of adolescence, Gryt desires to guide Gen Alpha consumers through all of it.

The non-public care brand and community platform launches tomorrow with a three-product skincare line comprised of a Face Courage Every day Cleanser, Balancing Act Face Moisturizer and So Chill Super Serum. Priced at $24 or less and geared toward consumers between the ages of 8 and 16, the EWG-Verified products include niacinamide, willow bark extract, aloe vera and ashwagandha amongst other ingredients.

“Essentially the most useful thing we will do during these childhood is deal with teaching healthy habits and small steps that may have a compounding impact over time,” said Carly Kaufman, a board-certified functional medicine health coach who teamed up with beauty industry veteran Kathryn Beaton and board-certified health and wellness coach Caroline Makoujy-Kusnetz to cofound Gryt.

The founders also tapped a dermatologist, a pediatrician, a sexual health educator and a wedding and family therapist to tell Gryt’s educational approach on its social and direct-to-consumer channels: “They’re integrated into the whole lot that we do, because we would like to be sure that the whole lot we put out is sound,” Kaufman said.

A Youth Advisory Board consisting of Gen Alpha and Gen Z consumers also had a hand within the brand’s development, providing input via routine in-person and text brainstorming sessions. “We didn’t just wish to be three mothers telling kids what to do — we desired to be sure that they had an equal, if not louder, voice than our own,” Beaton said.

Though the founders didn’t specify sales expectations for the brand’s launch, industry sources estimate Gryt could reach $1 million in first 12 months sales.

To coincide with the brand’s debut, the Youth Advisory Board helped codevelop a zine full of stories and articles that touch on the physical and emotional changes that occur during puberty in an informative yet lighthearted way.

“Many individuals were raised without even having the words to explain what’s happening to their changing bodies, and so we would like to foster these conversations,” said Kaufman, noting that the zine will probably be distributed with each purchase, and that a second issue is already within the works.

“We’re almost taking a look at [Gryt] like the subsequent generation’s Goop — we’re focused on those three pillars of education, product and community,” said Beaton, adding that future Gryt products could include a starter shaving kit for boys and an expansion into body care.

A podcast is within the works, as well.

“We would like to be that place that each kids and fogeys alike who’re struggling to seek out that authority or that place to go to for this information, can come to collaborate and vent and chat,” Beaton said.

The brand has inked brick-and-mortar presences at Pop Up Grocer, which recently opened its first everlasting store in Greenwich Village, and at 12 locations of kids’s hair salon, Sit Still. “We’re considering outside the box with our potential retail partners — even taking a look at somewhere like a Starbucks, for instance, where kids are going anyhow and with whom we will partner differently,” Makoujy-Kusnetz said.