Siiiba Launches Hygiene Line Tailored for the Pre-Teen Market

Co-founders Yris Palmer and Sevana Petrosian developed the brand around the mantra "Don't Make it Weird," seeking to bridge the gap between childhood products and adult-oriented personal care. The venture was born from Palmer’s observations of her daughter, Ayla, who provided direct input on the brand’s aesthetic and product testing to ensure the items resonated with a younger demographic. Petrosian brings her experience from scaling the SEV Laser medspa chain to the new partnership.

The debut product, a dermatologist-tested deodorant, avoids common irritants like aluminum and baking soda. Instead, the formula utilizes zinc, magnesium, and arrowroot to manage moisture and odor, complemented by cocoa butter and coconut oil for skin health. Available in three scents—Ocean Breeze, Cucumber Melon, and Pomegranate—the deodorant retails for $15 exclusively through the company's website. By positioning itself in the "in-between" years, the brand hopes to foster independence and confidence, treating hygiene as a standard tool for self-discovery rather than a source of stress.