Gen Alpha Is Rewriting the Rules of Beauty
Our research reveals how Gen Alpha is driving routines, reshaping norms, and challenging brands to keep up.
Marketers have long believed that beauty culture trickles down from adults. But our latest study on Gen Alpha’s beauty attitudes and habits reveals that today’s tweens are setting the pace, and adults are just keeping up.
Gen Alphas are building multistep routines, trading products like collectibles, learning skincare from TikTok micro-influencers, and hosting birthday parties at Sephora. As they strive to look older, they’re also worried about aging years before previous generations.
Our research uncovers what’s shaping this new beauty ecosystem, and what it means for brands entering the conversation.
Here’s a glimpse of what we found:
- Skincare as culture: 51% say beauty is “cool,” and 63% exchange products with friends, fueling a peer-driven ecosystem.
- Influencer identity play: 72% want to emulate influencers’ routines, and many create their own content, mirroring the language, tone, and trends they see online.
- Rising risks: Ingredient experimentation is high, while ingredient knowledge is low, creating a responsibility moment for brands.
- Gender expansion: Beauty is becoming gender-neutral for Gen Alpha, with boys leaning in through TikTok, gaming tie-ins, and celebrity athletes.
Get the full report to see how Gen Alpha is redefining beauty, and how brands can meet them with guidance, creativity, and care.
