And why the right answer is also the smart one European founders might be asking: "Should we build for Gen Alpha too?" My answer: No. Not because the market isn't there. It is. $4.7 billion in the US and growing. Not because the opportunity isn't real. It is. Tweens are buying, parents are buying for them, and the trajectory is clear. But because the opportunity isn't sustainable. And more importantly, because it's not right. Over the past two weeks, I've shown you how Gen Al

And what European founders should be thinking about now While US beauty brands scramble to capture the Gen Alpha market, launching tween skincare lines, partnering with child influencers, positioning products for 8-year-olds, European founders are watching from a distance, asking: "Is this where we're headed? Should we be doing this here, too?" The honest answer: You're asking the wrong question. The Gen Alpha phenomenon isn't about whether you should create products for twee

Gen Alpha doesn't ask their mother what moisturiser to use. They ask the algorithm. Gen Alpha doesn't ask their mother what moisturiser to use. They ask the algorithm. This is the first generation where beauty literacy arrives before puberty, not through bathroom cabinet inheritance or department store sampling, but through an endless scroll of skincare routines, aesthetic codes, and creator-validated rituals. In this article: 💛 The cultural movement: How beauty became def

And why some brands gallop while others trot in circles Happy New Year! I’m so excited to kick off 2026 with you! This year is all about serving creativity, inspiration, learning, and most importantly, building community. Because it's always better together, right? Now, speaking of new year... anyone else's feed explode with "Year of the Fire Horse" content? Mine sure did. DMs, posts, emails everywhere. Naturally, I got curious, then one Google search turned into a full resea

When wellness becomes the thing that's making you sick. A real talk with Natalia Uliasz. Welcome to Real Talk ! My new monthly series where I sit down with a founder who's building something that actually matters. Not because they spotted a gap in the market or followed a trend, but because they have a stand. A belief they won't compromise on. A read on the cultural moment that most brands are too polite, or too afraid, to say out loud. This isn't your typical founder feature

Why your next growth strategy isn't about marketing harder, it's about meaning deeper. We're living in a time where people don't just buy brands; they become them. When someone chooses a skincare line, a yoga studio, or a therapy app, it's rarely about the product alone. It's because the brand reflects who they are, what they value, and the life they're creating. This is customer value creation through culture: building brands that transcend function to become symbols of mean