“Can we go to Ulta or Sephora?” asks my 11-year-old daughter, Aria, anytime we’re running errands near either store, which is often, since both have outposts across the street from each other not far ...

The marketing team faced a decision of a purple kind. Claire’s, the accessories store and mall staple that has pierced the ears of more than 131 million customers over the decades, had long built its ...

For the first time in history, social media companies have been found guilty of harming the mental health of a young person. Last week, jurors in Los Angeles concluded that both Meta and Google ...

Tween girls contain multitudes, trying on the interests of young adults while still relishing the cute, shiny, and glittery toys of their childhood. Their increasingly sophisticated brains are ...

While the term might make you roll your eyes, “tween” is the perfect word for anyone eight to 12 years old. It’s a combination of the words “teen” and “between,” a reflection of how many kids feel ...

See more of our trusted coverage when you search. Prefer Newsweek on Google to see more of our trusted coverage when you search. Not too long ago, networks like Disney Channel and Nickelodeon ruled ...

As puberty starts earlier, glossy marketing targeting the 12-and-under set has driven tweens’ annual spending on skincare and beauty to $4.7 billion. For families deciphering what’s necessary and what ...

Some 30 million Americans sew, and their ages now trend younger – TikTok shares nearly 3 million posts with #sewing and related terms. The rise of slow fashion, DIY and sustainability has reversed ...

Move over, Dave and Buster’s. Tweens are now having their birthday parties at beauty brand stores like Sephora and Ulta. It’s part of Generation Alpha’s skin care craze. Forget the piñata, these days ...

Robbie has been an avid gamer for well over 20 years. During that time, he's watched countless franchises rise and fall. He's a big RPG fan but dabbles in a little bit of everything. Writing about ...