Skin-Care Obsession: The Rise of Gen Alpha's Beauty Craze

Naiya White, a 10-year-old fourth grader, is part of a growing trend of preteens who are embracing skin care and flaunting their beauty routines on social media. This phenomenon has caught the attention of the 4-billion global skin-care industry, leading to a windfall of unexpected business. However, the trend has also raised concerns among dermatologists, estheticians, and even some older consumers about the potential risks of young children using potent skin-care products.

Empowering or Concerning? The Debate Surrounding Gen Alpha's Skin-Care Obsession

The Rise of the "Sephora Kids"

Naiya White, a 10-year-old fourth grader, is at the forefront of a growing trend among preteens who are embracing skin care and showcasing their beauty routines on social media. In a TikTok video, Naiya stands outside a Sephora store in Grand Junction, Colorado, and invites viewers to join her as she explores the store's offerings. She enthusiastically recommends various products, from an avocado cleanser to a hydrating mist and a plumping lip balm.Naiya's video is just one example of the "Sephora Kids" phenomenon, where young consumers are swarming into beauty stores and purchasing a wide range of skin-care products, including cleansers, moisturizers, toners, face masks, and even potent anti-wrinkle serums and exfoliants. These preteens are sharing their multi-hundred-dollar hauls and elaborate morning and nighttime routines on TikTok, where the hashtag "Sephora Kids" has been used more than 11,000 times.

The Skin-Care Obsession Among Gen Alpha

The growing interest in skin care among Gen Alpha, typically defined as those born between 2010 and 2024, is leading to a significant shift in the beauty industry. Historically, the 4-billion global skin-care market has primarily targeted women, but now it is facing a delicate balancing act as it navigates this new cohort of young consumers.According to an analysis by Ulta Beauty, members of Gen Alpha are becoming interested in beauty much earlier than their predecessors. While Gen Z females started experimenting with beauty products around age 13, Gen Alpha is eclipsing them by five years, with the average age of interest being 8 for both females and males. The report also found that Gen Alpha begins to more concretely define what beauty means to them around the age of 11.

Parental Concerns and Industry Responses

The skin-care mania has divided millennial parents, many of whom grew up with a more basic approach to skincare, such as washing their faces with a bar of soap. These parents are now baffled by the multistep get-ready-with-me videos that their children are diligently following on social media.Dermatologists and estheticians share the parents' unease, expressing concerns that influencers are pushing children to use products that could potentially cause damage to their sensitive young skin. They worry that the craze is kick-starting an unhealthy fixation with physical appearance, with some patients arriving for appointments with "bags of products to make sure they're optimizing what they're doing."In response, industry professionals are steering young skin-care enthusiasts away from products with active ingredients and focusing instead on a minimalist approach centered on helping them develop healthy daily habits. The recommended protocol includes a gentle cleanser, a hydrating moisturizer, and a good sunscreen – the three basics that are appropriate for any age.

Navigating the Delicate Balance

Beauty companies are facing a delicate balancing act as they navigate the skin-care obsession among Gen Alpha. While they are eager to capitalize on the growing market, they also recognize the need to be responsible and provide guidance to this impressionable demographic.Ulta Beauty, for example, has expanded its offerings to include simplified, dermatologist-approved products designed for younger skin. The company also focuses on educating Gen Alpha customers and their parents about informed choices, providing resources on ingredients and age-specific training for store associates.Bubble, a skin-care line beloved by Gen Z and Gen Alpha, has also taken a proactive approach. The brand routinely highlights which products and practices are suitable for kids, emphasizing the importance of being a "good force and an educating source in this space." Bubble has even partnered with Pixar on a limited-edition collection for the release of "Inside Out 2," ensuring the products are safe for all ages.

The Generational Divide and the Future of Skin Care

The skin-care obsession among Gen Alpha has even prompted consternation among Gen Z. Maren, an eighth grader, and her friend Shiri consider themselves part of the older generation and are somewhat perplexed by the younger generation's fixation on skin care."Our generation is a lot more chill," Maren said. "I feel like millennials are full-face and we're just like, some makeup. And then the people younger than us are like: skin care."As the skin-care trend continues to evolve, it remains to be seen how the industry will navigate the delicate balance between catering to the growing demand and ensuring the safety and well-being of its youngest consumers. The future of the skin-care industry may very well depend on its ability to strike the right chord with this influential and rapidly growing generation.