About twenty years ago, something began to shift.

My daughter was ten, and I felt a subtle current of concern I couldn’t fully name at the time. Back then, we didn’t yet have the research or the language for it. Today, we see the results all around us.

Millennials and Gen Z carry unprecedented levels of anxiety, depression, insecurity, isolation, and loneliness. And the pressures facing today’s tween girls suggest those same patterns are forming even earlier.

Girlhood has changed. And not always for the better.

A year ago, my husband and I saw an opportunity to reach into that moment, like a hand stopping a chain of falling dominoes. We chose to invest our own resources into a business originally designed for another purpose because we saw something bigger: a chance to interrupt a cultural trend that has quietly damaged the hearts of young girls during their most formative years.

We began asking different questions:

What if commerce didn’t just profit from girlhood, but protected it?
What if brands stood with girls, instead of selling them an image?
What if we helped parents navigate the cultural and media forces shaping their daughters’ sense of self?

Foxtale was built as an answer to those questions.