Inspiring Conversations with Erica Buxton of Pour Tous

Today we’d like to introduce you to Erica Buxton.

Hi Erica , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Pour Tous started in our own bathrooms, really. As moms of 18 kids we were watching our kids and their friends raid products that were either way too harsh, way too sophisticated, or clearly not actually made with teens in mind. Pour Tous was born from that gap: teens and tweens deserve smart, safe, actually cool skincare of their own—not hand‑me‑downs or afterthoughts.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
We were friends before we were business partners and having 7 female founders is often our super power. But, it has not been a smooth road. Building a brand while most of us are working full‑time and parenting means most “founder time” happens before sunrise or after practice. The biggest challenges have been focus and pacing: choosing the right first SKUs, learning the realities of DTC, Amazon, and TikTok Shop at the same time, and making peace with the fact that you can’t do every good idea in year one. There have been formulation tweaks, packaging do-overs, and plenty of “back to the drawing board” moments when something didn’t meet the bar for teen skin or real life.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Pour Tous is a teen/tween skincare line built around real routines and real life—sports, school, sleepovers, and everything in between. We focus on gentle, customizable, effective formulas, clear education, and packaging that teens are proud to have in their bags and on their bathroom counters. We’re known for being “teen‑approved and parent-approved” at the same time: ingredient‑conscious, but still fun, approachable, and culturally fluent. What sets us apart is that we design from both sides of the mirror—we’re thinking like a founder and a marketer, but also like moms of teens and tweens who are dealing with sweat, hormones, social media, and self‑confidence all at once. Brand‑wise, we’re most proud that teens feel seen in our voice and visuals and that parents tell us they finally feel less overwhelmed about what to buy and how to help.

Is there a quality that you most attribute to your success?
The quality that matters most to our success is empathy—really listening to teens and parents. That shows up in how we formulate, the way we name and explain products, how we design content, and even how we respond to DMs. If we stay close to what they’re actually experiencing—nevous before a big game, anxiety before a dance, the stress of comparison online—we can build products and a brand that genuinely support them, not just sell to them.

Pricing:

• Complete Set: $110
• Serum Set: $60
• Moisturizer: $26
• Cleanser: $22

Contact Info:

• Website: https://pourtousskin.com/
• Instagram: https://www.instagram.com/pourtousskin
• Facebook: https://www.facebook.com/people/Pour-Tous/61577113496184/#
• LinkedIn: https://www.linkedin.com/company/pourtousskin/posts/?feedView=all
• Twitter: https://x.com/pourtousskin
• Youtube: https://www.youtube.com/@pourtousskin

Image Credits
Pour Tous