From zits and other hormonal changes to the overall ambiguity of adolescence, Gryt wants to guide Gen Alpha consumers through it all.
The founders also tapped a dermatologist, a pediatrician, a sexual health educator and a marriage and family therapist to inform Gryt’s educational approach on its social and direct-to-consumer channels: “They’re integrated into everything that we do, because we want to make sure that everything we put out is sound,” Kaufman said.
Though the founders did not specify sales expectations for the brand’s launch, industry sources estimate Gryt could reach $1 million in first year sales. “Many people were raised without even having the words to describe what’s happening to their changing bodies, and so we want to foster these conversations,” said Kaufman, noting that the zine will be distributed with each purchase, and that a second issue is already in the works.
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