LOS ANGELES – Siiiba, a new wellness and hygiene brand designed for pre-teens and teens navigating one of life's biggest periods of change, launches today with their first product: a natural, gentle deodorant. With a fresh, approachable perspective on personal care, the brand creates products that meet young people where they are, not as little kids and not as adults, but somewhere in between.
Siiiba was born from a simple observation: as kids enter puberty and begin experiencing new changes to their bodies, they watch, learn, and pick up cues from each other long before adults realize it. The brand, anchored by one simple rule, "Don't Make it Weird," understands that growing up can be fun and surprisingly simple, as long as it's not turned into an awkward moment by peers or parents.
"Growing up today is louder, faster, and more public than we've ever experienced," said Yris Palmer, co-founder of Siiiba. "For me, the idea became especially personal as I watched my daughter, Ayla, begin to grow and change and realized this period in-between can feel overlooked. I wanted to create something that could help make these new routines and conversations feel more natural, empowering and less intimidating, for both kids and their parents."
Palmer brought the idea for Siiiba to life alongside co-founder Sevana Petrosian, the founder and driving force behind SEV Laser, which has grown from a single location into a nationally recognized medspa brand with more than 70 locations. And Ayla wasn't simply the inspiration, she was also part of the process and her perspective helped shape the final brand and product experience. "It was really fun getting to help with Siiiba because I got to test the deodorant, pick my favorite scents and even help choose some of the colors," adds Ayla. "I wanted it to be something that kids my age would actually think was cool and want to use."
Designed to make self-care feel fun, approachable and age-appropriate, Siiiba was built around the belief that personal care can be an important tool for confidence, independence and self-discovery. Rather than treating growing bodies as an extension of childhood, or rushing kids into adult routines, the brand embraces the in-between, helping to build a foundation of hygiene for the future.
Crafted with minerals and plants to keep kids fresh and safe, Siiiba's natural deodorant provides all-day odor protection, is non-irritating, and the perfect option for parents and teens who care deeply about ingredients and transparency. Dermatologist-tested, baking soda and aluminum-free, the product is formulated with zinc and magnesium to protect against odor, arrowroot to absorb moisture, and nourishing cocoa butter and coconut oil care for delicate skin.
Launching with three scents, Ocean Breeze, Cucumber Melon, and Pomegranate, Siiiba is available for $15 through the company's website, siiiba.com.
