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Can you remember what beauty products you were using when you were 10? Chances are you were sneaking a quick swipe of and just starting your "grown-up" nail polish collection. Your skin-care routine, if it existed at all, included an acne and a your mom picked up for you. My, how times have changed.

Now, Gen Alpha — kids born in 2010 or later — have taken a special interest in skin care, flooding TikTok with videos detailing their or most recent Sephora haul. Some are using popular brands such as Glow Recipe, Drunk Elephant, , E.l.



f. Cosmetics, and more. It's not hard to pinpoint what started this.

" ," board-certified dermatologist Rachel Westbay, MD, FAAD,, tells PS. "TikTok and YouTube have replaced linear TV for this generation." Brand marketing also plays a role.

"All I have to do is walk into Sephora to see that new and existing brands are clearly catering exclusively to Gen Alpha to cash in on this new consumer demographic." Some would say this phenomenon has been a slow burn, as Millennials and Gen Z have also taken a deeper interest in skin care earlier than previous generations. "One might argue that Gen Alpha is simply following in the steps of the generations before them, only in their case, interest may turn obsession in light of using social media more than any other," Dr.

Westbay says. According to self-reported biannual teen survey, which polls a slightly older demographic with an average age of 15, the overall spending category of beauty is up 23 percent .

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