Gen Alpha Body Care Brand Sunryz Offers ‘Intentional Entry Point’ Into Beauty

In the wake of the Sephora Kids Movement, more brands are stepping up to the plate to offer children keen on dabbling in the beauty space their own age-appropriate products to start their discovery journey.

The most recent one to join the Gen Alpha kids-beauty bandwagon is PDC Brands’ Sunryz, new body care brand created for Gen Alpha tweens.

Inspired by the optimism of a sunrise, Sunryz is built on the belief that confidence grows with each new day, per brand officials.

“Gen Alpha isn’t just observing beauty culture. They are actively shaping it through share routines and product discovery with their friends,” said Madie Starvel, director of strategic growth initiatives and platforms at PDC Brands. “Sunryz was built at the intersection of trend and trust. We created a sensorial body care experience that celebrates self-expression and joy, grounded in skin supportive formulas parents can feel confident in. It’s an intentional entry point into beauty, designed to support this formative stage and grow with this generation.”

A Responsibility to Raise the Bar

Created for tweens stepping into self-expression and confidence, Sunryz delivers what the brand calls a “Sunryz and shine” moment, a daily ritual that feels joyful, age-appropriate and skin-supportive.

“At PDC, we see this as a long-term growth opportunity that brings with it a responsibility to raise the bar for what young people put on their skin,” said PDC Brands CEO Tarun Malkani. “Sunryz reflects our strategy to build brands that are scientifically crafted and held to the highest standards, delivering innovation, quality, accessibility and integrity at scale.”

The debut Sunryz collection includes four layerable essentials – a lush body mist for long-lasting fragrance; a whipped body cream to hydrate and moisturize skin; a lightweight shimmer body oil for instant glow; and a creamy body wash to gently cleanse and nourish skin. Each formula pairs hydration with fragrance for a routine that feels “easy and playful,” says the brand.

The brand blends fragrance-forward body care with barrier-supporting hydration formulated safely for young skin with lush textures preferred by tweens. Each body care formula is powered by cupuaçu butter to help lock in moisture; coconut oil to soften and nourish; and açaí oil to deliver antioxidant-rich support for a healthy-looking glow. All products are dermatologist-tested and made with at least 90% naturally derived ingredients, according to the brand.

All products are available in three “daydream-inspired” signature scent profiles and designed to be mixed, matched and layered for a glow-forward routine:

Amber Sol – Black-amber plum and vanilla woods melt into lush Brazilian orchid;
Golden Sugar – a swirl of pistachio, warm vanilla and salted caramel, wrapped in sandalwood; and
Petal Splash – a dragon fruit and lychee pop against bright jasmine and vanilla.

Sunryz is launching nationwide in exclusive partnership at Walmart, available in stores and on Walmart.com. Each product in the Sunryz collection retails for $7.97.