D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Gen Alpha & the beauty market in the United States - statistics & facts
Born from 2010 onwards and raised in a world of TikTok trends and influencers, Gen Alpha is the next influential consumer that will shape the future of the beauty industry. The transformation has already started, driven by the need for ethical and sustainable products, as well as safe formulations and new marketing strategies.
One of the most talked about phenomena in the beauty and personal care market, the takeover of Gen Alpha started hitting the headlines with the “Sephora Kids” controversy. Already at the start of 2024, in fact, TikTok videos and news articles reported an increase in the number of very young consumers in beauty stores such as Sephora, often also addressing their in-store behavior. From that moment, a heated debated on whether Gen Alpha should use beauty products, and which kind, started, and also involved some of the most famous companies in the industry.
Everyone seems to agree that teen and tweens should only use products suitable for their skin, and avoid anything that could potentially harm it. Warning labels, clinical and consumer claims, as well as transparency are in fact also some of the most important factors considered by parents in the U.S. when making beauty purchases for their children.
What are parents buying and how much are they spending?
As of April 2024, nearly 60 percent of U.S. parents taking part in a survey stated that they had bought hair care products for their Gen Alpha children in the previous three months, while slightly over 45 percent had purchased skincare items and about 30 percent makeup. Around 40 percent of U.S. parents indicated that they spend over 51 U.S. dollars monthly on skincare products for their teens/tweens, while a lower percentage, around 23 percent, reported having spent about 100 U.S. dollars on a single transaction for the same type of product. Parents usually purchase these products precisely because they are requested by their Gen Alpha children: in 2024, among the most popular beauty-related requests were high-priced fragrances and specific beauty brand products.Gen Alpha wants it all
Gen Alpha has gained quite a good knowledge of which beauty products are out there, which ones are the most advertised, and generally, on skincare routines and popular ingredients. Indeed, 68 of parents in the U.S. reported that their pre-teen/teenage children already had a skincare routine, and that many of them knew ingredients such as vitamin C or hyaluronic acid, as well as retinoids. But what are Gen Alpha’s main concerns? According to their parents, acne and moisturization, as well as sun protection take up the first spots. However, not one single beauty category stands out at their favorite, as they seem to be almost equally fond of body care, fragrances, hair care, and facial skincare.What the industry has to say
When the "Sephora Kids" phenomenon began, both industry and non-industry experts voiced their opinions on the matter, and beauty companies started taking a stand. The Drunk Elephant brand warned consumers against some more “potent products” that are not suitable for the skin of younger people, such as retinol, but also provided a list of what products and routines would be appropriate. Meanwhile, Kiehl’s started the “kids should be kids” campaign, discouraging the use of anti-aging products, as well as unnecessary steps or ingredients, among young consumers. Bubble Skincare, a Gen Alpha favorite, launched an exfoliating product and added a disclaimer about how it would not be suitable for young skin.Everyone seems to agree that teen and tweens should only use products suitable for their skin, and avoid anything that could potentially harm it. Warning labels, clinical and consumer claims, as well as transparency are in fact also some of the most important factors considered by parents in the U.S. when making beauty purchases for their children.
