The $100 billion comeback of the American tween

In the 1990s, brands recognized the purchasing power of tweens and tailored their offerings to this demographic. This created a unique culture around tweens, where they could explore aspects of adulthood through fashion and beauty products. However, over the past two decades, the rise of e-commerce and the decline of the physical mall have contributed to the decline of tween culture.

Malls became less popular, causing brands like Limited Too and Claire's to struggle, and tween magazines faded away due to the changing media landscape.

But now, it seems that the tween market is experiencing a comeback. Retail giants such as Walmart and Target have launched new collections targeting the tween demographic, while new startups are emerging in the space. These include Maisonette's Neon Rebels, which caters to ages 7 to 14, and skincare startups like Pipa, Bubble, and Evereden. Even established brands like Away are recognizing the potential of the tween market.

Tweens today have an annual spending power of over $100 billion and influence a significant portion of household spending. In 2023 alone, tweens spent $4.7 billion on beauty products, and the global children's apparel market is expected to grow at a rapid pace in the next few years. The potential for growth in this market is enormous, making it a prime target for brands looking to capitalize on the tween resurgence.