If the “Sephora Kids” trend makes you cringe, YAWN will be a breath of fresh air. It’s a fun new brand that offers non-toxic makeup and skincare for kids ages three and up. Beyond products, YAWN has a playful and empowering message. It encourages kids to embrace their individuality with confidence and have fun.
Tara Tersigni created YAWN. She’s a Montclair resident and a seasoned veteran in the beauty industry with over a decade of experience. For 10 years, she was Bobbi Brown’s chief operating officer and played a key role in creating Brown’s Jones Road Beauty brand. So, she knows beauty.
The mom of three was not impressed by the makeup and skincare being marketed to kids. Along with a team of beauty industry veterans, including Alexandra Regan, Simon Mortimer and Cirese Clindinin, she created a non-toxic and affordable (no one wants their kid using their Westman Atelier lipstick) brand that her kids—and all kids—could have fun with.
“After watching my kids treat every lipstick I own like a crayon and cover every inch of their skin with a very expensive moisturizer, I set out to find something more their speed—and more in line with their weekly allowance. (To my daughter Sloane: you don’t need concealer for soccer practice. Sorry, not sorry!)” Tara Tersigni
The YAWN kit 01 includes three products. For $29, you get an All Smiles Lip Balm in electric pink (with a bubblegum scent), a Totally Cool Face Multi-Stick in cherry, and a Be Chill Body Balm in dream blue (infused with lavender).
YAWN’s vibe and branding remind this Gen Xer of the beloveds of my youth. Like Love’s Baby Soft and Bonnie Bell lip gloss, they have a retro, sweet and carefree aesthetic.
They also sell super cute merch. Check them out at yawn.world, and in the future, you’ll see the products popping up in stores locally and nationwide.