Generation Alpha, those born from 2010 onwards are the first true digital natives. Raised with smartphones, AI, and TikTok influencers as normal parts of their daily life, they’re not just absorbing beauty culture; they’re shaping it. As the oldest members of Gen Alpha approach their teenage years, the beauty industry is already beginning to adapt to their preferences, values, and behaviours. 71% of girls and 51% of boys ages 7-17 have an interest in using facial skin care, hair care products, beauty/personal care devices, hair tools, body care products and/or fragrance products.
Sephora kids (yes, this is a real term)
The trend now widely known as “Sephora Kids” began gaining traction around January 2024, when a wave of viral TikTok videos and media coverage spotlighted a growing number of young children shopping at the high-end beauty retailer Sephora. Initially centred in the United States, this phenomenon has since spread to countries like Canada, Australia, and the UK.
If the shopping trips were to places like Claire’s or Superdrug, few would bat an eye. But Sephora isn’t your average beauty store. It specializes in luxury skincare and makeup, stocking over 500 premium brands. Traditionally catering to women aged 25 to 44, Sephora is now seeing a surge in popularity among 8- to 12-year-olds—a demographic that’s rapidly becoming the fastest-growing segment in the global beauty market, reportedly spending $40 million a month on cosmetics. And while the price tags are one issue, the suitability of these products for young, developing skin is raising even bigger concerns.
Virtual beauty is their norm
Gen Alpha’s understanding of beauty is deeply intertwined with technology. They’ve grown up using filters, experimenting with digital makeup on platforms like Snapchat and Instagram, and engaging with avatars in games like Roblox and Fortnite. Beauty for them isn’t just physical – it’s augmented and customizable. Gaming and metaverse beauty are growing industries, with Gen Alpha customizing avatars long before they consider wearing real-world makeup.
Gender fluidity & inclusivity
For Gen Alpha, diversity and inclusivity in beauty is expected. They’re growing up in a world where conversations about gender identity, race, body positivity, and neurodiversity are part of the mainstream. Representation across skin tones, body types, disabilities, and gender identities will not just be appreciated – it is required. Gen Alpha is also increasingly aware of the importance of self-expression and body positivity. Brands that embrace diversity and inclusivity, and promote positive body image, are likely to resonate with this generation.
Influencers & celebs
While Millennials and Gen Z once turned to celebrity endorsements, Gen Alpha is more likely to trust a 14-year-old skincare TikToker or a YouTube tutorial by a peer. They value authenticity therefore, micro- and nano-influencers are more relatable.
Transparency
Gen Alpha is exposed to environmental and ethical concerns. They are likely to adopt their Millennial and Gen Z parents’ preferences for sustainability so ingredient transparency, cruelty-free products, and eco-packaging are must-haves. Initiatives that educate young consumers about the importance of age-appropriate skincare and self-care practices can help mitigate the risks associated with early and excessive use of beauty products.
As Generation Alpha continues to grow, their influence on the beauty industry will only expand. With the baby and child skincare market projected to expand at a robust annual growth rate of 7.71%, reaching $380 million (€345 million) by 2028, it’s clear that brands must adapt to meet the evolving needs of this dynamic cohort.
By focusing on safe, age-appropriate products and promoting responsible beauty habits, brands can build lasting trust and loyalty within this dynamic market. Embracing transparency, authenticity, and a commitment to wellness will ensure that brands not only meet the needs of Gen Alpha but also contribute to a healthier, more informed approach to beauty for future generations. The journey with Gen Alpha is just beginning, and the potential for positive impact is exponential.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’