Generation Alpha in the Beauty Industry by

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“Generation Alpha is the most materially endowed and technologically literate generation to date.”

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— Mark McCrindle, Social Researcher & Demographer, McCrindle Research (2023)

“These kids are growing up with front-facing cameras and selfie culture — skincare is no longer an adult concern.”

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— Business of Fashion, 2023, “Beauty’s New Demographic: How Gen Alpha is Reshaping the Industry”

“Skincare has become a form of social currency for Gen Alpha. Products are shared, compared and consumed not just for efficacy, but for aesthetics and algorithmic value.”

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— PHA Group, 2024, “Marketing to Gen Alpha”

“The youngest consumers are not just influencing purchase decisions — they’re redefining what beauty means to their entire households.”

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— Vogue Business, 2024, “Beauty is Aging Down in Pursuit of Gen Alpha”

“Gen Alpha’s engagement is pushing skincare brands to rethink everything — from packaging and messaging to retail design.”

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— Euromonitor International, 2024, “Skincare and Gen Alpha”

“We need to ensure our products are not fuelling insecurities in children. Education and age-appropriate messaging must be central to every campaign.”

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— Dove, via #TheFaceOf10 Campaign, 2024

“This is a generation growing up in a marketing ecosystem designed to make them feel inadequate — and beautiful at the same time.”

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— Youth Marketing Journal, 2023

“They are not waiting to grow into the market — they are already shaping it.”

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— McKinsey & Company, 2023, “The State of Fashion: Beauty Edition”

“We’ve reached a point where children are using anti-ageing serums before their teenage years. It’s not empowerment — it’s exploitation.”

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— WGSN Analyst, 2023, “Beauty Futures: Gen Alpha and Early Skincare”

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