The beauty industry is already thinking about gen alpha

It didn’t take long for the Alpha Generation to join the ranks of beauty and wellness industry consumers. After an initial debate—sparked by the U.S. case of Sephora kids, where preteens crowded Sephora stores looking for expensive, often inappropriate products to mimic intricate skincare routines they saw on TikTok—attention now turns to the future, eyeing the next big wave of consumers to engage when Gen Z, currently at the forefront, tires of novelty and stagnates.

What Years Define Generation Alpha?

Gen Alpha refers to those born approximately from 2010 to 2025. This means they are still very young, and many are just entering their teenage years. Currently, there are 2 billion people worldwide who belong to this generation. They are the first to experience entirely remote services, from virtual classes to streaming entertainment and online shopping.

They Are Passionate About Beauty and Influence Adults

Young and proactive, Gen Alpha loves beauty, especially skincare. According to the Piper Sandler Fall Survey, their annual spending now averages around $324, up 23% from 2023. Additionally, they have a significant influence on their parents. A report by DKC states that 92% of parents say their children regularly introduce them to new products, services, or brands. This influence spans almost all product categories, including beauty, with family spending on these items higher in households with children than without (16% vs. 6%, according to Circana). Sales of luxury fragrances, a booming sector, have doubled in households with children compared to those without.

The Beauty Industry's Challenge

All this, as one might imagine, makes them a tempting target for brands looking to meet their needs in the most ethically responsible way possible, avoiding pushing impossible standards or pressure for perfection onto these very young consumers. They are young but discerning, easily bored, and always up-to-date with the latest trends on TikTok. Impressing them is no easy feat.

A New Balance Created Especially for Generation Alpha

The focus is on finding a balance between a strong interest in beauty and the need for responsible skincare use. According to Premium Beauty News, brands are emerging that target young consumers directly. One such brand is Indu, a UK-based company that collaborates with over 250 Gen Alpha members to develop products and campaigns. In June, the brand launched Indu 101, a blog offering educational content geared toward teens and pre-teens. They are not alone. Byoma, with its MiSKINformed campaign, highlights misinformation in the beauty sector; Bubble partnered with Inside Out 2, and The Ordinary also joined the movement. In short, the way forward seems to be information and direct communication. But will it be enough?