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

Why sensory textures are becoming beauty's new language of connection There's a moment that happens when you open a new skincare product. Before the results. Before the routine settles in. Before you even know if it works. It's the moment your fingertips meet the texture. In this article: 💛 Why K-Beauty's sensory innovation is reshaping global beauty expectations💛 How texture has evolved from afterthought to strategic advantage 💛 What beauty brands can learn about creating