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Insight of the Day: The beauty industry is already thinking about gen alpha Pre-adolescents are the next big customers

Findings

Generation Alpha, born approximately from 2010 to 2025, is emerging as the next significant consumer group in the beauty industry. Brands are paying close attention to their influence, preferences, and ethical considerations, as this generation shows a marked interest in beauty, especially skincare.

Key Takeaway

The beauty industry is developing responsible, educational, and age-appropriate strategies to engage Gen Alpha, recognizing their influence on family spending and their fast-evolving beauty interests.

Trend

The trend centers on youth-targeted beauty, with a focus on ethical, educational products designed for Gen Alpha.

Consumer Motivation

Gen Alpha is motivated by skincare trends, social media influence, and a desire to emulate intricate routines seen on platforms like TikTok.

Drivers of the Trend

Social media platforms, particularly TikTok, drive trends among Gen Alpha, with parental influence and interest in self-care also playing roles.

People Referenced

  • Piper Sandler (Fall Survey data)

  • DKC (Report on child influence)

  • Premium Beauty News (Industry insights)

Consumer Product/Service Description and Age

Products are focused on skincare and beauty basics, targeting pre-teens and teens in Gen Alpha (roughly ages 8-14), with a goal of being educational, gentle, and ethically responsible.

Conclusions

To engage Gen Alpha effectively, brands must focus on safe, responsible beauty products, educational content, and transparent marketing strategies that avoid reinforcing unrealistic beauty standards.

Implications for Brands

Beauty brands must create age-appropriate, educational products and consider Gen Alpha’s influence on family spending, which can drive broader market engagement.

Implications for Society

This shift represents an evolving view of beauty as a balanced, inclusive, and ethical space for young consumers, potentially reducing pressure on appearance and promoting healthy self-care habits.

Implications for Consumers

Gen Alpha and their families can expect more tailored beauty products that cater to young consumers’ interests without excessive marketing pressures or unrealistic expectations.

Implications for Future

As Gen Alpha matures, beauty brands will likely increase their focus on ethical engagement and transparency, setting a foundation for long-term loyalty and trust in this demographic.

Consumer Trend

Age-Appropriate Beauty for Youth: Products that address Gen Alpha’s skincare interests in a balanced, informative way.

Consumer Sub-Trend

Educational and Ethical Marketing: Campaigns that emphasize accurate information and responsibility.

Big Social Trend

Early Influence in Consumer Behavior: Young consumers drive family purchases, influencing diverse product categories, including beauty.

Local Trend

Brands like Indu and Byoma in the UK are leading in developing youth-focused, responsible beauty lines.

Worldwide Social Trend

Global brands are increasingly addressing the beauty interests of young consumers, adapting messaging for responsibility and inclusivity.

Name of Big Trend Implied by Article

“Youth-Ethical Beauty.”

Name of Big Social Trend Implied by Article

“Responsible Youth Engagement.”

Social Drive

Gen Alpha’s digital savviness and social influence drive the need for safe, transparent, and responsible beauty products.

Learnings for Companies in 2025

Beauty brands should focus on ethical engagement, transparency, and educational content to capture Gen Alpha’s attention, ensuring responsible, brand-loyal relationships.

Strategy Recommendations for 2025

  1. Develop Age-Appropriate Products: Create gentle, beginner-friendly skincare essentials that align with Gen Alpha’s needs.

  2. Emphasize Education: Use blogs, campaigns, and social media to offer factual, accessible information on skincare.

  3. Engage Responsibly: Avoid marketing tactics that pressure young consumers; prioritize transparency and balanced messaging.

  4. Involve Gen Alpha in Product Development: Co-create with young consumers to ensure relevance and authenticity, as seen with Indu’s collaborations.

Final Sentence (Key Concept)

Beauty brands are evolving to create responsibly marketed, age-appropriate products that resonate with Gen Alpha’s interests and influence while promoting ethical, educational engagement.

What Brands & Companies Should Do in 2025

To successfully appeal to Gen Alpha, brands should prioritize educational, age-appropriate products with transparent messaging. By collaborating with young consumers and focusing on responsible marketing, beauty companies can establish a positive, long-term connection with this generation.

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