EXCLUSIVE: Claire’s Launches Lana’s Life Collection with VidCon Debut and Retail Rollout

Claire’s is expanding its focus on creator-driven retail with the launch of a new collaboration featuring YouTube and Roblox creator Lana Rae and her popular brand, Lana’s Life.

Debuting June 25 at VidCon and online before arriving in Claire’s stores on June 30, the collection includes approximately 45 products spanning beauty, jewelry, accessories, and collectibles. Designed for Generation Alpha consumers, the assortment features lip and cheek jelly balms, scented lip gloss keychains, BFF charm bracelets, face gems, hair accessories, phone charms, and Taba Squishies inspired by the growing “squishy hunting” trend.

The partnership marks the first in a broader creator-focused strategy under Claire’s new ownership by Ames Watson. The retailer has increasingly focused on serving Gen Alpha consumers through trend-driven products, content, partnerships, and in-store experiences designed to connect with young shoppers both online and offline.

To support the launch, Claire’s will host a dedicated Lana’s Life experience at VidCon featuring product giveaways, beauty makeovers, and interactive activities. The collaboration will also include an in-store meet-and-greet with Lana Rae at Claire’s Santa Anita location and a Roblox extension designed to bring the experience into the digital spaces where fans play and socialize.

A curated selection of 12 products from the collection will be available through a dedicated online storefront. Claire’s says the initiative is designed to connect creators with fans through products and experiences that extend beyond the screen while positioning its stores as destinations for Gen Alpha culture.

Learn more at claires.com.