Gen Alpha shapes the Future of the Beauty Industry
Image used for illustrative purposes only
Mintel’s recent insights shed light on the unique relationship between Generation Alpha and beauty products, highlighting how this tech-savvy and socially aware generation is already influencing the future of the beauty industry.
Generation Alpha, encompassing those born between 2010 and 2025, is already leaving a distinct mark on the beauty industry. Despite their youth, this digital-first generation is deeply immersed in technology, highly socially and environmentally conscious, and influenced by a diverse array of cultural touchpoints. With their collective spending power projected to soar to an impressive $5.5 trillion by 2029, they represent a formidable consumer segment that brands cannot afford to overlook.
From an early age, Generation Alpha has shown a fascination with skincare and cosmetics, earning nicknames such as “Sephora Kids.” They are particularly drawn to luxury beauty products often marketed to older demographics, reflecting their exposure to sophisticated branding and aesthetics. This early engagement underscores the importance of capturing their interest and loyalty in formative years.
Social media and beauty influencers wield a powerful influence over Generation Alpha, shaping their perceptions of beauty, self-care, and personal identity. Platforms like YouTube, TikTok, and Instagram serve as hubs of inspiration, where they explore trends, tutorials, and recommendations. Brands that can masterfully navigate these platforms stand to gain strong visibility and appeal among this tech-savvy audience.
While Generation Alpha’s interest in beauty is clear, there is a noted gap in their understanding of age-appropriate skincare routines. Many existing marketing campaigns focus on appearance-based messaging, but there is a growing need for brands to shift their focus toward promoting healthy skin habits and education. Providing reliable, engaging, and educational content tailored to this audience is critical for establishing trust and fostering responsible beauty practices.
One of the defining traits of Generation Alpha is their commitment to sustainability and social responsibility. They hold brands to high standards, expecting transparency in sourcing, eco-friendly practices, and sustainable packaging solutions. Companies that demonstrate genuine dedication to environmental and ethical concerns will resonate deeply with this values-driven generation.
Personalized experiences are highly prized by Generation Alpha, who appreciate engaging and interactive content that speaks directly to their individual needs. Furthermore, inclusivity is non-negotiable, with this generation looking for product ranges that cater to diverse skin types, tones, and concerns. Offering personalized and inclusive solutions will not only meet their expectations but also help foster a sense of belonging and trust.
To thrive in the evolving beauty market, brands must adapt to the unique preferences and priorities of Generation Alpha. Creating age-appropriate educational content is essential for promoting safe and effective skincare habits. Emphasizing sustainability in both products and packaging will align with their environmental values, while delivering diverse and inclusive options will reinforce brand relevance. Additionally, a strategic presence on social media platforms, coupled with authentic influencer collaborations, will be crucial for building meaningful connections with this generation.
As Generation Alpha grows, their influence over the beauty industry will continue to expand, shaping its direction in innovative and exciting ways. By understanding their values and preferences, brands can forge lasting relationships with this impactful generation and secure their place in the future of beauty.

Author : Sheela Iyer
sheela@cosmetech.co.in
Sheela Iyer is an observer of the Indian Cosmetics & personal care industry and the editor of ‘Cosmetech’. She regularly video interviews industry experts on Cosmetech TV and has her fortnightly podcast ‘Cosmetics Today’
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