Gen Alpha - The Next Beauty Player

Trends Agency

If Gen Z redefined beauty through authenticity and self-care, Generation Alpha is rewriting the rules through play, influence and precocious cultural fluency. Still years away from adulthood, this cohort is already exerting outsized impact on the beauty and skincare economy, collectively influencing an estimated $4.7 billion in spending last year alone (Camphouse).

Gen Alpha has grown up inside algorithms, aesthetics and always-on content. For them, beauty isn’t about transformation or perfection but about experimentation, creativity and social connection.

Young Consumers, Big Decision-Makers.

Gen Alpha’s influence extends far beyond their own wallets. Within households, they act as powerful co-pilots of purchasing decisions, with parents estimating that 42% of spending is shaped by their child’s opinions and 92% saying their kids are especially adept at discovering exciting new products (DKC). Three-quarters of parents hear beauty opinions from their children, and nearly half have tried new products based on Alpha’s recommendations, a reflection of their digital fluency, curiosity and early-adopter mindset.

This cultural sway translates into real economic power: in the U.S. alone, 29 million Alphas aged 8-14 control $101 billion annually, spending around $67 per week, while globally their spending power is projected to reach $5.5 trillion by 2029 (Mintel, March 2025), underscoring a cohort whose economic gravity is already impossible to ignore.

Beauty as Play, Expression and Social Currency

For Gen Alpha, beauty is less about aspiration and more about interaction. It’s playful, educational and deeply social. One-third of Gen Alpha tweens already own more than three beauty products for daily use, and 73% say they’re interested in teaching a parent about skincare (Marketing Dive).

This reframing of beauty as something to explore, rather than something to fix, is fueling cultural momentum online. On TikTok, the #kidsmakeup has amassed 103.5M views (Spate NY Tool - U.S. TikTok views - As of Jan 4, 2026), reflecting a surge in age-appropriate, supervised content that blends creativity with care. The emphasis is less on glamour and more on ritual, routine and fun.

Alpha Influence: The New Tastemakers

A new wave of Gen Alpha creators is reshaping beauty influence, setting the tone for a more authentic, wholesome and family-friendly approach to skincare that frames beauty as everyday learning rather than performance. In parallel, a new generation of Alpha-adjacent brands is emerging to meet this mindset.

Fifteen-year-old content creator Salish Matter debuted her skincare line Sincerely Yours at Sephora in September 2025 with a mission to help young consumers feel seen, supported and confident in their skin. Launched in October 2025, 13-year-old Coco Granderson’s Yes Day, cocreated with Rhode’s beauty chemist Ron Robinson, takes a science-backed approach to teen skincare, inviting its community of followers to co- develop products.

Meanwhile, Rini, founded by actor and entrepreneur Shay Mitchell in November 2025, targets children aged 4-12 with gentle, dermatologist-tested formulas paired with playful, interactive experiences, underscores how brands are evolving alongside Alpha influence to redefine age appropriate beauty.

WHAT’S NEXT?

Gen Alpha is shaping a new beauty paradigm rooted in play, education and early empowerment. Brands can expect growing demand for age-appropriate innovation, clear safety messaging and products that prioritize learning and creativity over aspiration. More than a future audience, Gen Alpha is already influencing beauty culture and brands that engage them responsibly now will define what beauty looks like next.

Read more about Gen Alpha’s influence on the beauty market in Cosmetics Inspiration & Creation’s latest What’s Up report. Join Cosmetic Inspiration & Creation at MakeUp in Los Angeles (March 4-5, 2026) for a deep dive into the latest worldwide innovations, at the agency’s booth K48, next to the Beauty Talk Corner.

About Cosmetics Inspiration & Creation

Cosmetics Inspiration & Creation is an international trend forecasting and consulting agency founded in Paris in 2007. The agency is dedicated to driving beauty and wellness innovation, helping brands identify new pathways and realize long-term growth through strategic foresight and trend inspiration.

In a consultancy capacity, our global team of industry experts, cultural strategists, product developers, and beauty chemists works closely with brands to inspire new product directions and build innovative concepts. We have worked alongside the R&D departments of some of the world’s leading makeup and skincare brands, to elevate their scientific message and inspire future-proofed innovation.

Gen Alpha - The Next Beauty Player

2025 February, 12 & 13