South African start-up skincare brand In-Between has formulated a range of locally-manufactured, eco-friendly skincare products with breakout prone Gen Zs in mind.

The In-Between Skin Routine consists of a trio of products – a cleanser, balancer and moisturiser – crafted using sustainably and ethically-sourced ingredients derived from plants. The products feature the innovative Penta Fruit AHAs (alpha-hydroxy acids), a group of non-toxic botanical extracts that deliver five natural AHAs to the skin — Lactic (from Bilberry), Glycolic (from Sugar Cane), Citric (from Orange and Lemon) and Malic and Tartaric (from Sugar Maple) to increase cellular turnover for smoother, healthier and more radiant skin.

Claire Katic founded In-Between Products in 2019 after struggling to find suitable products for her then tween daughter. As her understanding of young consumers grew, Katic decided to reformulate her existing range to meet the needs of Gen Zs dealing with breakout prone skin.

“Gen Zs, those born between 1996 and 2012, are an informed and conscious consumer. Within the skincare industry they are known as ‘skintellectuals’ because they take a keen interest in the ingredients and science behind their skincare products. They want their skincare to be affordable and transparent. Globally this generation’s buying habits are reflected in a slowing of cosmetics sales and increase in skincare sales,” explained Katic.

“Gen Zs want stripped-back skincare and opt for products that are eco-friendly, vegan, cruelty-free, sustainable and free from ingredients such as gluten, soy, sulphates and parabens. They also love innovation and like the latest key ingredients in their products.”

In-Between Skin Routine products are designed to meet all these needs. They are unisex, formulated for all skin types, vegan, free of petrochemicals and each product is lightly fragranced with essential oils. Perfume is never used to fragrance. 

All packaging is sustainably sourced and recyclable, and the range is developed taking costs into account to deliver on affordability.

The products in the range are numbered for ease of use and designed to make a good skincare routine simple. They include:

1. Cleanse with Penta Fruit AHA to deep clean and exfoliate the skin – 50ml R170 or 100ml R265. This gentle cleanser is for sensitive and breakout prone skin. It contains five botanical extracts with naturally occurring alpha hydroxy acids to deep cleanse without over-drying the skin. The deep cleanse helps to prevent pimples by removing excess oil and surface build up, and unclogging congested pores.

2. Balance infused with Witch Hazel to reduce inflammation and acne – 50ml R200 or 100ml R310. This spraying mist is for breakout prone skin. It contains witch hazel with naturally occurring anti-inflammatory and anti-viral properties. The witch hazel tightens pores, absorbs oil and fights the signs of aging. The anti-microbial properties of tannins can reduce bacteria growth on the skin and reduce irritation when breakouts occur.

3. Moisture with Penta Fruit AHA to hydrate and smooth skin – 50ml R210 or 100ml R350. This moisturiser is for all skin types but also contains specific ingredients for breakout prone skin. It contains five botanical extracts with naturally occurring alpha hydroxy acids that increase the rate of cell renewal. This helps with pigmentation, and promotes smoother, brighter skin. The botanicals also help to control oily, breakout prone skin.

The range is available as a set of three. The launch price of the set is R520 for the 50ml range and R800 for the 100ml range.

In-Between Skin Routine is available online at

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About us

In-Between Products is a start-up serving the skincare, hygiene and wellness needs of Generation Z – those born between 1996 and 2012. Initially focused on serving the tween consumer, the business has repositioned to serve a wider age group with its In-Between Skin Routine range of products which launched in May 2021. All products are kind to the planet and cruelty-free. Ingredients and materials are ethically sourced and sustainably manufactured and shipped across South Africa from