In conclusion, she says with more than a hint of sass, For all the cranky, musty, dusty adults out there who think little kids shouldn't be using skin care get it together!
Naiya, 10, is part of a fast-growing army of preteens who are swarming into beauty stores around the country and buying up cleansers, moisturizers, toners, face masks and, in some cases, potent anti-wrinkle serums.
The obsession with skin care among Gen Alpha... is leading to a windfall of unexpected business for the booming $164 billion global skin-care industry, which historically has targeted women, not girls.
Cosmetics brands and the retailers that carry their products are facing a delicate balancing act as they navigate the phenomenon and figure out how to market to a growing cohort.
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