Quick Facts
- Claire’s is rolling out a roughly 45-piece Lana’s Life collection to 866 U.S. and Canada stores on June 30, priced from $7.99 to $19.99.
- Creator Lana Rae generated 3.1 billion global views across platforms in 2025 and has more than 19 million followers.
- Gen Alpha already influences roughly $255 billion in U.S. spending, with estimates placing their economic footprint at $5.46 trillion by 2029.
Claire’s is betting that the next phase of creator commerce runs through its stores. The accessories retailer debuted a collaboration with Lana Rae, the YouTube and Roblox creator behind Lana’s Life, at VidCon on June 25. The collection hits 866 of Claire’s 900 U.S. and Canada stores on June 30, with 15 styles available on Claire’s website.
The roughly 45-piece assortment includes lip and cheek jelly balms, scented lip gloss keychains, BFF charm bracelets, face gems, hair accessories, phone charms, and Taba Squishies tied to the growing squishy hunting trend. Items are priced from $7.99 to $19.99.
Claire’s identified Rae as a partner after noticing strong in-store demand for merchandise connected to Dress to Impress, the Roblox game with 10.3 billion visits that Rae regularly features in her content. “When you dive a little bit deeper, you see there are some voices that are really amplifying that game, and the top one in that world is Lana,” said Michelle Goad, Claire’s Chief Brand Officer.
Rae’s reach is substantial. Her YouTube content averages 8.75 million daily views, her weekly livestreams draw between 55,000 and 60,000 unique viewers, and she holds 9.1 million TikTok followers. She generated 3.1 billion global views across platforms in 2025.
The partnership goes beyond a standard licensing deal. Claire’s is offering an exclusive, complimentary Roblox avatar item to the first 8,000 customers who buy a Lana’s Life product in stores. A meet-and-greet is also planned for July at Claire’s Santa Anita store in California.
“The only way to access the other is to actually go in and meet the other’s fans, and that was very intentional for us,” Goad said. “It’s a strategic way to actually get people off their couches just to meet other fans.”
The strategy reflects a deliberate shift in who Claire’s is targeting. Gen Alpha consumers are aging up faster and have broader access to content than prior generations, according to Goad. “For us, to win with Gen Alpha, we can’t focus on this 6- to 8-year-old girl that we’ve historically focused on,” she said. Claire’s now targets tweens and younger teens.
The data backs the urgency. Gen Alpha influences roughly $255 billion in U.S. spending, per a Teneo study. More than 40% of parents say their Gen Alpha children influence household spending in some way. A 2026 Ulta Beauty study conducted with NielsenIQ found that 78% of the cohort discovers beauty online, but most still prefer to shop makeup, fragrance, and skin care in stores. Two-thirds of Gen Alpha parents say their child prefers in-store shopping.
Claire’s has tested creator-led product models before. Prior partnerships with slime brands Dope Slimes and Peachybbies were smaller in scope. The Lana’s Life launch is the first under new owner Ames Watson and spans nearly the full store fleet, combining product, e-commerce, in-game elements, and live events.
“We can move really quickly, and we can take on risk and bet on people that aren’t as obvious to the bigger box retailers,” Goad said. “Our whole mission is to build genuine, mutually beneficial relationships with creators, rather than simply licensing their names for one-off products.”
Rae is also developing StyleVerse 2.0, an in-game world built in partnership with RB Battles on Roblox. That project could give Claire’s a direct presence inside a gaming environment frequented by its target consumer, extending the brand beyond the physical store.
