Generation Alpha is already making waves in the beauty industry, driven by their fascination with skincare and cosmetics. As the next cohort of consumers, this digital-first generation—born between 2010 and 2024—is influencing trends in the beauty industry and redefining consumer expectations that reflect their diverse cultural influences, heightened social and environmental awareness, and an innate connection to technology. With their spending power projected to reach an astounding $5.5 trillion by 2029, beauty brands can’t afford to ignore them.
Before diving into strategies for engaging with Gen Alpha, it’s crucial to understand the current landscape and the challenges emerging from their growing fascination with the beauty and skincare industry. Recent discussions, including insights shared on the Mintel Little Conversations Podcast by Mintel’s own Andrew McDougall and Base Beauty founder Jodi Katz, highlight a concerning trend: children are increasingly drawn to skincare products designed for adults, often to the detriment of their skin health.
This young, curious generation, sometimes referred to as “Sephora Kids,” is immersing itself in the beauty sector, purchasing luxury items marketed to an older demographic. While their enthusiasm reflects a genuine interest in self-care and aesthetics, it also underscores a lack of understanding about the products they are using. Many of these items, with claims of anti-ageing or targeted treatments, are not age-appropriate and can disrupt the delicate balance of youthful skin.
Gen Alpha’s fascination with beauty products is fuelled by admiration and aspiration. They see beauty influencers and their routines as sources of inspiration, and they want to emulate these practices. However, this acceleration into adult-oriented skincare often results in routines that prioritize appearance over health—a gap that the beauty industry must address.
The beauty industry has a significant role to play in educating and guiding Gen Alpha, shifting the focus from appearance-centric messaging like “fine lines” and “wrinkle prevention” to promoting healthy skin habits. By emphasizing essentials such as personal hygiene, sunscreen use, and gentle cleansing, brands can lay the foundation for lifelong skin health without overwhelming this impressionable audience.
Gen Alpha is eager to learn, and they respond to aspirational education and entertainment, making it crucial for brands to create engaging, age-appropriate content that empowers this young generation to care for their skin with safe and effective skincare practices.
As digital natives, Gen Alpha is comfortable with hybrid beauty shopping, combining online and offline experiences. For instance, over half of US 12-14-year-olds reported buying items online and picking them up in-store. This behavior highlights the need for beauty brands to deliver seamless experiences across platforms, with mobile-first strategies at the forefront.
Emerging technologies such as augmented reality (AR) and virtual reality (VR) are profoundly reshaping the beauty shopping landscape for Gen Alpha. Virtual try-on tools, enabled by these technologies, allow users to virtually see how makeup will look on them without physically applying them. Mintel’s research reveals that nearly a third of US 12-14-year-olds are already using augmented reality in their purchasing journey. This signals a strong interest and readiness for interactive, technology-driven solutions.
This heightened environmental concern translates into Gen Alpha's preferences and future purchasing decisions in the beauty industry. They already show signs of being mindful of how their choices impact the planet, and they are likely to specifically seek out products that align with their sustainability values in the future.
Members of Gen Alpha are emerging as one of the most socially conscious generations, placing a strong emphasis on diversity, equity, and inclusion (DEI). They are more likely to support beauty brands that authentically represent a wide array of identities and align with their values. For Gen Alpha, inclusivity won’t just be a preference but a baseline expectation.
Though still growing into their role as consumers, Gen Alpha is already reshaping the beauty industry with its emphasis on tech-led innovation, inclusivity, and sustainability. As their influence and purchasing power expand, brands must align with their demand for authenticity and socially conscious practices, ensuring they resonate with the values shaping this forward-thinking generation.