NielsenIQ’s Gen Alpha’s Growing Influence on Beauty report puts the average age at which Gen Alpha becomes interested in beauty at just 10. Skincare is already their most important shopping category for 30% of respondents and is overall only second to clothing and snacks.
Their interest in beauty is driven by both wellbeing concern and self-expression. More than half (55%) say they use beauty products to proactively care for their skin, while 46% use them to express themselves creatively.
And despite the attention TikTok and social media gets in conversations about young beauty consumers (57% say it influences them, and they follow three to four creators on average) parents remain the biggest influence with 71% learning about beauty products directly from their parents.
When it comes to choosing personal-care products, scent and affordability stand out. For 55%, “smells good” is the leading purchase driver. Meanwhile, 42% prioritize affordability, with e.l.f. and CeraVe among their favourite brands.
Making products enjoyable, affordable and earning parents’ trust are therefore key to target this strategic consumer category.
