Actress Julie Bowen and media veteran Jill Biren launch skincare brand for boys

Actress Julie Bowen and former Condé Nast Director Jill Biren have launched a new skincare brand for teenage boys, called JB Skrub.

Described by the brand, JB Skrub features "thoughtful, hardworking formulas in minimal, super cool packaging". The product offering spans skincare and bodycare, including a face wash, face pads, face lotion, body wash and body spray.

JB Skrub, which plays off the duo's shared initials, also champions clean, sustainably sourced ingredients and packaging.

As part of this, the brand has partnered with a California cosmetics lab to develop formulas that are European Union compliant for clean skincare. This includes products made without synthetic fragrances, silicone, colourants, sulfates, phthalates, parabens, petroleum, mineral oil, as well as a further 2,000 EU banned ingredients.

The products are housed in packaging produced from PCR plastic, cartons made from FSC-certified recyclable paper and printed with vegetable-based inks. Shipping materials are made from recycled paper and paper tape.

In addition, the product packaging is suitable for refills, which will launch in the coming year.

Julie Bowen is an American Actress, best known for her role as Claire Dunphy in the US sitcom Modern Family. Jill Biren is a former Los Angeles Director of Style & Luxury at Conde Nast, working across titles including Vogue, GQ, Glamour, Allure and Vanity Fair. In addition to their careers, both Bowen and Biren are also mothers to boys.

In a statement on the brand's website, Julie Bowen and Jill Biren said: "We're the transportation, cooks, ATM's - we are boy moms. We love our boys, but they stink. It’s something that’s long gone unaddressed (though not unnoticed). The struggle — and smell — is real. For dudes who are definitely not little, but not quite men. What they need are safe, gentle, simple to use products that are designed for them by them."