The era of low-stakes girlhood is over, with the loss of all 154 Claire's Accessories stores in the UK, as well as the loss in sales and loss of 1,300 jobs. This shift in emphasis on self-expression is being driven by a generation of girls raised in a world of eight-step skincare tutorials and high-priced products. The British Association for Dermatologists has been forced to explain that luxury products seen on social media could cause damage to young skin. The dearth of opportunity for unbridled, judgement-free, silly joy for tween girls is having real consequences, with around half presenting before age 17 due to mental health issues by that age. The article suggests that the shift towards adult fashion and beauty trends is seen as an attempt to rebuild the now defunct tween magazine market, which was once dominated by Mizz, Bliss, and CosmoGIRL. W Magazine has offered a special edition of W magazine to rebuild this market.