When Paula Gorman was developing the business that would eventually become Allkinds, billed as Australia’s – and maybe even the world’s – first self-care brand for Gen Alpha, the demographic term did not even exist.

“[Market researcher] McCrindle hadn’t coined the term Gen Alpha when we started thinking about Allkinds,” says Gorman, now general manager at the brand, which is part of Peter Lew’s Brandbank business. The demographic relates to children born after 2010 – kids who are digital natives, the children of Millennials and, crucially for someone such as Gorman, ready to spend.