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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Sephora Employees Fear ‘Chaotic’ Tween Shoppers

Preteens are parroting influencer speak and demanding anti-ageing products as the pressure to fit in intensifies.
New beauty brands launching for Gen Alpha have taken a cue from the candy-coloured labels they gravitate toward.
In the first half of last year, a third of “prestige” beauty sales were driven by households with tweens and teens. (BoF Studio)

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Further Reading

Bubble Was Built on Gen Z. Now, It Must Grow Up.

The colourful, affordable skincare line wants to attract older customers as it readies for its next stage of expansion. Like its peers Starface and Byoma, there may be growing pains along the way.

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