For me, it’s the influence of streetwear and a look I would consider quite ‘road’ – as a proud girl from South London,” says ...

On paper, Celia Munõz had it all: a mum to five children and the founder of a flourishing childrenswear business, La Coqueta.

Gen Alpha may not be old enough to vote, drink or drive, but they are already reshaping the global beauty industry – and brands are starting to pay close attention. Georgia Day investigates.