The Cut - What Are Tweens Shopping For?

In recent months, videos of 10-year-olds swarming Sephora, fighting over Stanley tumblers at Target, and dressing in head-to-toe Lululemon have dominated our feeds. If you believe the internet, tweens had suddenly acquired the taste of grown women who love yoga and staying hydrated and have money to spend. But were they really buying all this adult stuff they found on TikTok?

We wanted to know where New York City tweens — ages 10 to 13 — actually like to shop. So we tagged along with 25 of them as they browsed at their favorite stores, hung out together, and played around with makeup. They talked to us about their personal style, the products they covet, and which trendy items they would never wear.

What we found surprised us. Yes, almost all of them have a skin-care routine and they love Brandy Melville, Zara, and thrift shops. But most of them don’t use TikTok — and they think Lululemon is overrated.

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At this point, we’re almost as loath to board a plane as we are a cruise ship. Nashville already loves Beyoncé. Like the rest of us, Dakota Johnson will probably watch Madame Web on a plane one day. Paying rent in New York City already feels like a scam, but this guy is taking it to new levels. Women age 18 to 29 are now 15 percent more likely to identify as liberal than men in the same group. Saluting Bob Moore, whose Red Mill changed the way Americans bake. Bad news for celiacs. And 15 lazy sleep myths, busted.

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