The Changing Landscape of Tween Culture
A generation of tweens is witnessing a transformation in their formative experiences. Once, the ritual of getting ears pierced at a Claire’s store was a significant milestone, with parents hovering nearby and children debating which earrings to choose with their hard-earned pocket money. However, this once-ubiquitous tradition is fading, symbolizing a broader cultural shift.
Claire’s, known for its vibrant purple stores and accessories, has filed for bankruptcy in the U.S. for the second time in seven years. Despite having over 2,700 stores globally, including locations in the UK, Spain, and France, the company faces challenges such as mounting debt, reduced consumer spending, rising costs, and the shift towards online shopping. Plans are already in motion to close up to 1,300 stores in the U.S., marking a significant change in the retail landscape.
This decline isn't just about financial struggles; it reflects a deeper cultural evolution. The tweenage phase is shrinking or disappearing entirely. Instead of visiting Claire’s to debate rainbow spike earrings, many pre-teens are turning to Sephora, where they fill their baskets with expensive skincare products before experiencing their first breakout.
These young shoppers, often referred to as "Sephora Kids," are part of Gen Alpha, born between 2010 and 2025. They represent a growing demographic that is reshaping the beauty market. In 2023, data from NielsenIQ revealed that U.S. households with children aged six to twelve spent nearly $4.7 billion on beauty products, surpassing any other age group. This trend is driven by social media platforms like TikTok and Instagram, which have transformed beauty aisles into playgrounds for children as young as nine.
The Rise of the Skincare-Savvy Tween
TikTok has become a powerful influence on young consumers, encouraging them to explore skincare routines and product reviews. For example, Naiya White, a 10-year-old from Los Angeles, is a self-proclaimed Skinfluencer who spends hundreds of dollars on skincare products and shares her experiences with her followers. Her wish lists include items like hyaluronic balms and $28 avocado cleansers, showcasing a level of sophistication typically associated with adults.
Children today are fluent in skincare terminology, sharing double cleansing methods on TikTok before even entering high school. A simple search for “get ready with me” on TikTok reveals primary school-aged children filming elaborate 10-step nighttime routines, often alongside similar content from adults. This phenomenon highlights how deeply embedded social media is in the lives of younger generations.
In the UK, it was estimated that between 1.1 to 1.4 million children under 13 had TikTok accounts in 2020, despite the platform's age restrictions. International studies indicate that 30% of children aged 5-7 use TikTok, and among kids aged 8–12 who do use social media, approximately 51% have their own TikTok profile, according to Ofcom.
A New Generation's Perspective
For older generations, the contrast between their childhood experiences and those of today's youth is striking. Millennials and Gen Xers often reflect on how they grew up without the pressures of social media, without the need to film morning routines for public viewing or justify their choice of skincare products.
Today’s children will never experience the thrill of walking out of Claire’s with a small bag of spare studs, ears throbbing slightly from the piercing gun, and feeling like they’ve truly become a teenager. Claire’s bankruptcy marks not just a decline in traditional retail but also the end of an era for a generation of tweens.
As the world continues to evolve, so too do the experiences and expectations of young people. The rise of digital culture and the influence of social media have redefined what it means to be a tween, creating a new landscape that is both exciting and challenging.