Stephanie created 31st State out of a genuine need: her teen boys were entering adolescence and needed to start grooming, treating spots, wearing deodorant, and washing properly. She wanted them to use natural products, they wanted to use high street brands, most elbow-deep in unnecessary ingredients. She was frustrated there was nothing on the market made for just teen boys that smelled great, looked good and worked, so that they would actually want to use them. So she created an antidote to chemical-packed alternatives on offer to this generation of boys, who are starting to craft their identities as they grow into young men. Inspired by what it felt like growing up in California (the 31st state), she created a brand devoted to teenage boys, which feels more current and is inspired by the idea of simple, effortless, California clean.