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New skincare brand Allkinds smashes gender stereotypes

A new skincare brand for kids is set to shake up the usually adult-only category with an e-commerce offer, and immersive and fun stores. Allkinds — which describes itself as a “selfcare brand that’s fuelled by fun” — aims to build confidence in kids. “Kids have a lot to deal with,” Paula Gorman, Allkinds general manager, told Inside Retail. “They face a lot of emotion in a fast-paced, social-media-driven, always-on world that demands they try on all sorts of selves. Everything is