The Rise of Gen Alpha in Beauty and What It Means for the Industry’s Future
Gen Alpha officially stepped into the beauty conversation in 2025, and their presence is already reshaping how the industry thinks about products, marketing, and retail. Unlike previous generations, these kids and tweens are discovering beauty in real time through TikTok, YouTube, and creator-led content, learning routines and product names alongside trend cycles. Their enthusiasm became impossible to ignore as young shoppers flooded Sephora stores, gravitating toward skincare brands they saw online and earning the now-infamous “Sephora Kids” nickname. What initially looked like a fleeting moment has proven to be a durable shift in consumer behavior.
Brands moved quickly to meet this demand, launching products designed specifically for younger skin and sensibilities. Companies like Evereden expanded from baby care into tween-focused skincare, surpassing $100 million in sales and seeing the vast majority of revenue come from Gen Alpha products. Retailers followed suit, welcoming younger shoppers with brand launches tailored to their age group and aesthetic preferences. Meanwhile, creator-founded brands aimed at tweens demonstrated the sheer scale of this market, with massive in-person activations drawing tens of thousands of attendees and signaling just how influential young audiences have become.
This growth has not come without controversy. Public debate has intensified around whether children need multi-step routines or premium-priced products, especially when brands are promoted by highly aspirational young influencers. Critics worry about social pressure and unrealistic beauty standards, while supporters argue that age-appropriate formulations can make basic hygiene—like cleansing, moisturizing, and sun protection—more engaging for kids. Dermatologists largely agree on one point: foundational skincare habits are beneficial when kept simple, gentle, and guided by parents, with clear boundaries around what is and isn’t appropriate.
For the professional beauty industry, Gen Alpha represents both an opportunity and a responsibility. Estheticians, salon professionals, and skincare experts are increasingly positioned as educators—not just service providers—helping parents and young clients navigate healthy, realistic approaches to skin care. As this generation grows up with beauty as a normalized part of daily life, professionals who emphasize skin health, prevention, and age-appropriate care will be best equipped to build long-term trust. In the years ahead, Gen Alpha won’t just influence product trends—they’ll shape how the industry defines wellness, education, and ethical beauty from the very start.
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