Sephora Tweens, Stanley cups and everything else you need to know about Generation Alpha

The newest generation are turning 14, and terrifying adults

Generation Alpha is having something of a moment. The “Sephora Tweens” scandal has thrust them - and their “demanding” behaviour - into the spotlight, while the Stanley cup craze has got the parents of tweens racing to stores to snatch limited edition water bottles off shelves. The under 14s - and their shopping lists - are now news, and frankly the press is so bad Gen A should hire a publicist.

Let’s start with the “Sephora Tweens” situation. After swarming high-end beauty stores like Sephora, Ulta and SpaceNK over the holiday break, tweens in the U.S. and U.K. have been branded “ruthless” and “rude” by shoppers and store staff. Many have shared stories of Gen A begging customer service reps for viral products from brands like Drunk Elephant and Glow Recipe, wrecking testers to make “skincare smoothies” and demanding that their parents buy them baskets of products costing hundreds of dollars/pounds. It’s led some adults to voice their concerns over Gen A’s obsession with luxury skinca…