Tweens want to celebrate their birthdays at stores like Sephora and Glossier. Retailers are catering to the wishes of skincare and makeup-loving Gen Alpha, making party-plans to test products in goody bags, learn about skincare, and even do scavenger hunts. (They’re still kids, after all!) While higher end than typical kids’ locations, many brands see these birthday celebrations as a prime way to deepen connections with their youngest, most enthusiastic customers—and many of the stores are actually excited to be selected as party venues. Rile, a skincare brand from Los Angeles, has successfully tapped into the birthday and self-empowerment party trend, providing kits and skincare education for tweens and teens. While children’s parties with spa-like manicures and pedicures have existed for generations, this new trend represents a shift toward more beauty-centric celebrations, and brands are tapping in. (The Business of Fashion)
📊 YPulse data: 42% of 8-12 females use makeup and 48% use skincare
