Gen Alpha is Coming—Are Beauty Brands Ready?

Gen Alpha is Coming—Are Beauty Brands Ready?

Move over Gen Z—Gen Alpha is growing up fast. Born from 2010 onward, these digital natives are still in grade school, but they’re already influencing purchasing decisions, exploring beauty through social media, and forming brand preferences. For beauty brands, the time to start engaging them isn’t five years from now—it’s now.

From skincare to self-expression, Gen Alpha is redefining beauty on their own terms. They care about fun, authenticity, interactivity, and above all—values. The question is: are you ready to meet them where they are?

Who Is Gen Alpha?

Gen Alpha is the first generation born entirely in the 21st century. They are:

• Digital-first (they’ve never known life without tablets or YouTube)
• Socially conscious from a young age
• Highly influenced by older siblings (Gen Z) and online creators
• Visual, tactile, and experience-driven learners

And even though they may not be your core customer yet, they are shaping demand—and influencing the parents who hold the wallets.

Why Beauty Brands Should Care Now

Much like Gen Z, Gen Alpha is curious, brand-aware, and very comfortable forming opinions early. Their introduction to beauty comes from TikTok tutorials, Roblox character customization, YouTube family vlogs, and increasingly—kid-friendly product lines in big-box stores.

The brands that begin listening now will be best positioned to serve them as they age into the market.

Key Shifts in Beauty for Gen Alpha

1. Playful Packaging: Think color-changing balms, stickers, mix-and-match kits, and collectible containers. Packaging isn’t just aesthetic—it’s an experience.

2. Values-Led Messaging: Gen Alpha is being raised on climate awareness, inclusivity, and kindness. They notice when brands walk the talk—and when they don’t.

3. Safety and Simplicity: Parents are key gatekeepers. Clean ingredients, dermatologist testing, and allergen-free claims go a long way in building trust.

4. Personalization and Expression: Gender-neutral palettes, build-your-own sets, and tech integrations (think AR try-ons) are on the rise.

Case Study: Brands Leading the Way

Several indie and legacy brands have already begun launching Gen Alpha-specific lines: washable face gems, DIY lip gloss kits, and cartoon-themed packaging that doubles as collectible toys. Meanwhile, educational messaging about skin health, self-esteem, and confidence is baked into product marketing—giving parents peace of mind and kids a sense of empowerment.

Marketing to Gen Alpha (Responsibly)

This generation demands nuance. Here’s how beauty brands can show up without missing the mark:

• Include the Whole Family: Consider messaging that speaks to both kids and parents. Think side-by-side tutorials, co-purchase incentives, or learning-based content.
• Empower, Don’t Preach: Avoid overly aspirational beauty language. Focus instead on play, self-expression, and care routines.
• Use Age-Appropriate Influencers: Collaborate with family creators, young creators (with safeguards), and peer role models.
• Focus on Transparency: Ingredient transparency, purpose-led messaging, and clear safety language are essential.

Media and PR Implications

Editors covering Gen Alpha beauty are looking for innovation with responsibility. Launches that pair product with purpose—like campaigns about confidence, digital literacy, or self-kindness—are gaining traction in lifestyle and parenting verticals. PR teams should also keep an eye on education blogs, teacher influencers, and pediatricians who write about wellness and development.

Don’t Wait for Gen Alpha to Grow Up

Think of Gen Alpha like a cultural tide that’s already shaping the coastlines of commerce. Today’s early introductions plant the seeds for tomorrow’s brand loyalty. And brands that get in early—ethically, creatively, and sincerely—will have a powerful advantage.

The future of beauty is playful, personalized, and purpose-driven. And Gen Alpha is ready for it.