Are Gen Alphas the new beauty influencers - Bespoke Advantage?
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Are Gen Alpha's the new beauty influencers?

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.