Skincare entrepreneurs and motherhood influencers Dominika Minarovic and Elsie Rutterford have launched a new range of kids’ skincare products, designed to “feel like a toy you want to play with”.
The first startup to come out of creative agency TL;DR’s Venture Studio incubator, Rayro was formed as a joint venture between TL;DR, and Minarovic and Rutterford.
Supported by a loan from Virgin StartUp, the DTC business launched online and through TikTok Shop on 19 March after a year’s development.
An initial launch of three balm sticks in fun, toy-like cases will be supported by a continuous process of NPD to drive sales in its first year, in which time the founders aim to raise £1m in revenue.
Rayro’s Skin Stick, Sleep Stick and Sniffle Stick all retail at £13.99.
Designed to let the child lead their own skincare routines, the sticks aim to stand out from what Minarovic called “beige bottles with beautiful logos”.
“A lot of products that are geared towards children’s daily routines often have branding or marketing designed for the parents, rather than for engaging the child,” she told The Grocer.
“And when you have a two-and-a-half-year-old, even if the product is very aesthetically pleasing on the shelf, it doesn’t resonate [with the child].”
Intended to “mitigate pushback” over daily routines by engaging with kids, the animal-themed cases are supposed to feel “like a toy you want to play with, that you want to explore [using], and [the parent] will gently guide them in how to apply it”.
“The idea is something we’ve been bouncing around between the two of us since we became mothers five years ago, and we were running a skincare brand at the time,” added Rutterford.
The founding pair will helm the company, supported by TL;DR, which will provide commercial, design, PR and marketing support.
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