Pour Tous Launches With Customisable Skincare

New beauty brand Pour Tous has debuted with a six-piece skincare collection designed to bridge what it calls the gap between “overly juvenile” and “overly mature” products. Gen Alpha and Gen Z are the focus, with the brand aiming to deliver clean, performance-focused formulas to address the evolving needs of young skin.

Founded by seven Southern California mothers, Pour Tous — which means “for all” in French — was created with an emphasis on gentle yet efficacious formulations, a streamlined routine, affordability, and a side of fun. “Pour Tous was born from real parenting experiences and the desire to build something both functional and meaningful,” the founders said. “We wanted our kids to feel seen, heard, and supported through products that reflect their individuality and values, and we couldn’t find anything on the market that did that. So, we made it ourselves.”

The brand’s inaugural collection includes a non-stripping cleanser formulated with prickly pear extract for hydration, glycolipids for a mild cleanse, and glycerin to help retain moisture, alongside a lightweight, fast-absorbing moisturiser with cucumber fruit water, MCT oil, ginkgo biloba leaf extract, and amino acids to replenish lipids, cool, and shield against environmental stressors, including blue light.

Central to the collection is a customisable approach that adapts to changing skin needs. The Base Serum, formulated with cucumber fruit water, niacinamide, rice and sea plant extracts, vitamin E, and prebiotics, helps calm redness, support barrier health, and promote a balanced complexion. While it can be worn alone, it’s designed to be paired with one of three targeted boosters for tailored results. The Hydrating Booster combines hyaluronic acid and sea plant extract to replenish moisture and improve skin suppleness, while the Shimmer Booster blends vitamin C and mica to brighten the complexion and enhance glow. The Refresh Booster uses mushroom extracts and chamomile to soothe sensitivity and reduce visible redness.

All products are formulated for sensitive skin, dermatologist-tested, cruelty-free, and meet European safety standards. They are free from parabens, sulphates, and synthetic dyes, and are produced using a cold process method that requires less energy and preserves the integrity of natural ingredients.

Pour Tous is available online at pourtousskin.com, with prices ranging from $15 to $26. A UK launch date has yet to be confirmed.