Gabrielle Shaw Communications

Five with the Founder: Stephanie Capuano

Published 10 / 21 / 2020

Five with the Founder: Stephanie Capuano

Welcome to our third ‘Five with the Founder’, our business insights series featuring founders we work with and admire. Stephanie Capuano is the CEO and founder of 31st State, the only natural and vegan skin care brand for Gen Z guys. We took five minutes to ask Stephanie five questions to introduce her:

Where did you grow up and how did it inspire your brand?

I grew up in California, which, to me, is a place and a state of mind, a way of doing things that’s a little more natural, where we all ‘untry’ harder. I tried to bottle that ethos and way of life for young guys everywhere. California is also the 31st state, which is how the brand got its name. 

What inspired you to start your business? 

 As a mother of two sons and one daughter, I noticed the lack of cleaner, trustworthy skin care available for my teenage children. This led me to create my brand, to help Gen Z guys, starting with my own sons, to look after themselves with more natural, sustainable products that were a little healthier for them and the planet.

Did you always work in skin care?

No, my career started in Pharmaceutical and Biotech PR in San Francisco, New York and London, as well as in business development and marketing for luxury brands in Fashion and Travel. 

What do you like to do when you are not working

I am a passionate traveller. We used to travel a lot as a pastime, spending as much time as possible in Africa. I am so inspired by the landscape, the light and the people. Now we are obviously travelling less and fill our free time with lots of tennis, yoga and art tours.

What is your favourite thing about running a clean beauty business?

Hands down, the greatest reward has been working with this totally inspiring demographic. They are the next generation of consumers, leaders and voters and we are thrilled to be a platform for their voices while making great products that address their grooming needs.