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  "path": "/articles/beauty/gen-alpha-sephora-tweens-sincerely-yours-evereden/",
  "publishedAt": "2026-05-12T04:30:00.000Z",
  "site": "https://www.businessoffashion.com",
  "textContent": "Beauty built an entire industry around Gen Alpha’s shopping frenzy. But as the legal and ethical consequences of marketing to kids come into focus, tween-focused brands face their watershed moment.",
  "title": "Is There a Right Way to Sell Skincare to Kids?"
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