How young is too young for a skincare routine? Gen Alpha beauty is on the rise, with celebrity kids like North West and Penelope Disick leading the charge and tweens taking and sharing tips on TikTok
In an era when digital fluency is the norm, a fascinating and perhaps startling trend is taking centre stage, with those born between 2010 and 2024 – also known as Gen Alpha – as the lead protagonists. On TikTok, preteens are seen taking over Sephora aisles, with numerous videos featuring 10- to 12-year-olds confidently exploring the store, experimenting with products and recommending skincare routines.
Born into a world where smartphones are children’s preferred toys, members of Gen Alpha have a digital-first perspective that sets them apart. Social media platforms are not just sources of entertainment: they are integral parts of social fabric, shaping young people’s views and aspirations – including when it comes to perceptions of beauty and self-image.
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Dr Jeffrey Jackson, a dermatologist and dermatopathology specialist, suggests that, while these products are unlikely to cause harm, “they are unnecessary for young skin, which is naturally equipped to maintain its health at that age”.
Far from employing the trial-and-error methods of earlier generations, today’s tweens are navigating the beauty landscape equipped with sophisticated AI systems and online communities offering immediate advice and solutions. Their proficiency isn’t confined to simply absorbing content either: they are also becoming creators. A prime example is @garzacrew, an account run by a mother alongside her twin daughters, Haven and Koti, aged seven, from Oklahoma. Their range of content – from showcasing Sephora shopping sprees to sharing “get ready with us” sessions – has garnered an impressive TikTok following of 4.7 million.
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Following Gen Z’s preference for eco-friendly products, tweens reportedly favour sustainable beauty options too. In response, Wonderverse Labs has positioned itself as a Gen Alpha self-care brand focused on teaching healthy routines to kids as young as pre-tween. It emphasises cruelty-free and attractively designed products, aligning with the values and interests of this rising generation.
Currently, Gen Alpha stands at the forefront of a new era in the beauty industry. Their preferences for sustainable and ethical products, combined with their unique approach to social media, are not just influencing market trends but are also likely to dictate the industry’s future direction, both online and offline.
- The first generation entirely born and shaped in the 21st century, Gen Alpha is already making its presence felt as consumers, with tweens taking to TikTok and YouTube to share their skincare routines
- North West uses Drunk Elephant and Skkn by Kim, while Penelope Disick favours Dior and Charlotte Tilbury – but experts warn that it might be safer for children to skip formulations designed for adults