About Journee Bloom

If you would have asked me a few years ago if my tween daughter would care about skincare trends, eye creams, serums, or what was happening at Sephora, I honestly would have laughed.

Not because she was not interested in self-care.
But because skincare simply was not a huge focus in our house.

As an esthetician and educator, I have always believed skincare should feel healthy, supportive, and age-appropriate.

So my daughter grew up knowing the basics:

• Wash your face gently,

• Hydrate your skin,

• Wear SPF,

• Take care of yourself.
  

That was it.

And she was completely happy with that, until one birthday party changed everything.

She came home talking about one of her friends who had a little vanity setup covered in skincare products.

She told me:
“Mom, she had an eye cream.”
“Mom, she had a face spray.”
“Mom, she had all these different serums.”

And I could see it instantly.

Not insecurity exactly. But curiosity... Comparison. Wanting to understand why everyone else suddenly seemed to have this whole world she was not part of yet.

A few days later she asked me if we could go to Sephora.

Not necessarily to buy anything, just to look. And honestly, that moment shifted something for me as both a mom and a skincare professional.

Because I realized this conversation is so much bigger than social media. Yes, social media absolutely influences young girls. But this is also happening:

• At birthday parties

• During sleepovers

• Through friend groups

• Through YouTube

• In stores

• Through marketing

• Through older siblings

• Through beauty culture becoming younger and younger
  

Even girls who are not heavily online are still being exposed to it constantly.

And I think many moms feel caught in the middle. Because we do not want our daughters obsessing over beauty at 10 years old. But we also do not want them feeling excluded socially.

We want them to feel included. Confident. Part of the conversation. But protected too.

And honestly, I understand both sides deeply.

Because skincare CAN be fun. It CAN be self-care. There is nothing wrong with young girls enjoying skincare.

The problem is that so much of what is being marketed to them was never designed for young skin in the first place.

And as I started really paying attention to what tweens were asking for, what they were buying, and what was trending, I became genuinely concerned.

Young girls using:

• Anti-aging products

• Exfoliating acids

• Retinols

• Heavily fragranced products

• Harsh acne systems

• Complicated multi-step routines
  

At younger and younger ages.

Not because they were doing something wrong. But because they were trying to participate in a culture they are constantly being exposed to.

That realization became the beginning of Journee Bloom.

Not from fear. Not from judgment. And definitely not from wanting to shame moms or young girls.

But from wanting to create something safer.

Something gentler.
Something age-appropriate.
Something rooted in education instead of pressure.

Because tween skin is not adult skin. And young girls deserve products created with that understanding in mind.

As a mom, I wanted my daughter to feel included without feeling like she needed to “fix” herself.

As an esthetician, I wanted to protect young skin barriers before damage even started.

And as a woman, I wanted to help create a healthier conversation around beauty for the next generation.

That is the heart behind Journee Bloom.

Not perfection.
Not anti-aging.
Not chasing flawless skin.

Just healthy habits.
Gentle skincare.
Confidence.
Education.

And helping young girls learn to care for themselves from a place of self-respect instead of insecurity.