Generation Alpha, born between 2010 and 2025, is already redefining beauty culture with a projected $5.5 trillion spending power by 2029. Dubbed “Sephora Kids” for their enthusiasm at the skincare and makeup aisle, this cohort approaches the category with a different set of expectations broadly shaped by their independence, digital nativity, and eco-ethical values. Future-proofing strategies for this audience come with unique challenges and opportunities. 

A Call for Responsible Marketing

Gen Alpha is entering the category at a younger age than generations before them—presenting a gap in communication and products that the adult-oriented industry must address. According to Mintel data, 28% of U.S. teens and tweens have been stopped from purchasing a beauty product because their adult was concerned about age-appropriateness. Brands should move away from appearance-focused messaging, like “fine lines,” and its related ingredients, like retinol. Instead, the focus should be on promoting healthy, enjoyable habits.

Social Media Will Inform Every Aspect of the Product

For Gen Alpha, beauty is a social activity, with two-thirds of teens and tweens expressing that they like to talk about skincare with their friends. Platforms like TikTok and YouTube serve as spaces for discovery, entertainment, and learning. 
Brands should aim to design products that give Gen Alpha something to talk about. Unique textures, engaging application experiences, and eye-catching designs will be essential. Offerings must stand out both on shelves and on social media, where this generation explores new trends.

Get Ahead of Core Values

Generation Alpha is the most diverse generation yet, poised to inherit the eco-ethical values of their Millennial parents. To build affinity, brands must actively embody and champion these ideals. As Gen Alpha grows into adulthood, they will drive the demand for bold, sustainable measures and transparent communication. 

About the Author

Joan Li is a Senior Beauty and Personal Care Analyst at Mintel

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