Suburban Chicago-based Claire's is remodeling stores and updating the piercing experience to appeal to a new generation. Why ...

If you've scrolled through recent end-of-school-year photos or passed a group of sephora tweens at the mall, you might notice something different about today's kids. Generation Alpha seems to be more ...

Sephora’s Gen Alpha play just got steeper. The retailer is inducting Gen Alpha-focused clean beauty brand, Evereden, to its online assortment in the U.S. on Oct. 14, with a nationwide store rollout ...

The beauty brand offers a glimpse into what today’s tweens care about, and what it takes to win them over. Like clockwork, when my daughter turned 9, she started to show interest in nail polish, lip ...

Need a fast pass to Gen Alpha slang? No cap, this will help you keep up.

As a mom to an 8-year-old boy and a 10-year-old daughter, I have been surprised by growing communication barriers. I mean, we ...

Can we all agree that going to the pediatric dentist has gotten way better than when we were kids? Nowadays, the fluoride comes in watermelon flavor, they stream Descendants on the ceiling and very ...

As a mother of two little girls, I expected that puberty would be a tempestuous time for our family, full of emotional roller coasters and bodily changes. I just didn’t expect it to happen so soon.

We asked tweens what is on their school wish list this year – including squishy toys, roller skate shoes and water bottles ...