Generation Alpha, born between 2010 and 2024, continues to grow and their influence on the beauty and personal care industries is undeniable. The number will exceed 2 billion people.” said Mazzilli, Director of Trend Localization and Business Development for North America at BEAUTYSTREAMS.
“These digital natives are knowledgeable and influential, and they have more autonomy and decision-making power than ever before within their families,” she added. As a result, their economic impact is projected to be significant, with an estimated economic impact of US$5.46 trillion by the time they reach adulthood.
To learn more about Gen Alpha’s growing relationship with cosmetics and personal care, CosmeticsDesign spoke to Mazzilli about the influence of social media influencers, the importance of demystifying beauty for young consumers, and more. I asked for some insight.
Early beauty consciousness and the influence of social media
Generation Alpha’s beauty awareness starts early, with tweens and teens gaining knowledge from social media platforms such as TikTok and YouTube. “Teens and tweens are becoming increasingly savvy and knowledgeable because of their exposure to social media,” Mazzilli said.
The constant stream of beauty tutorials and product recommendations on these platforms helps shape our understanding of personal care from a young age. This change is not limited to girls. Mazzilli said: “It’s not just Gen Alpha girls who want to express themselves through beauty and personal care products. Boys are also showing a keen interest in men’s grooming.”
According to a Razorfish study cited by Mazzilli, “YouTube is Alpha’s primary route to brand discovery, with 51% of Alphas learning about a brand for the first time through a YouTube video.” Platforms like TikTok grow in popularity “TikTok is emerging as a popular platform among 13- to 15-year-olds,” Mazzilli said.
This digital influence also extends to the way brands communicate with Gen Alphas, as influencers (many of whom are Gen Alphas) become increasingly important. “Alpha influencers have powerful marketing power,” she said. “And they have the power to reach, engage and connect with other children, tweens and teens.”
Customized products and simplified routines
Brands are already responding to this emerging market by offering products tailored to the specific needs of young alpha skin. “Beauty companies are aware of this emerging generation, and Gen Alpha is the latest target for marketing,” Mazzilli noted.
While more and more established brands are launching lines aimed at teens, new brands are also emerging that cater specifically to teenagers. “The new brand creates simple and effective skin care routines for teenagers that are popular with teenagers. Ranging from cleansers, moisturizers, serums and sunscreens, the products are all designed to help kick-start good skin care habits. ” she explained.
The focus on sensory experiences in product design also reflects this demographic’s need for playfulness and functionality. For example, “shower, deodorant and body formulas designed with teens in mind offer playful and sensory experiences through new textures, scents and formats,” she explained.
The brand also pays close attention to aesthetics, she added. “A growing number of menstrual care startups are catering to the needs of tweens and tweens, offering tailored napkins in stylish packaging worthy of the ‘bathroom shelf,'” she said.
Safety and ethical standards
As Generation Alpha develops beauty habits, safety and ethical considerations are paramount. Mazzilli emphasizes the importance of dermatologist-approved, hypoallergenic formulas for young consumers, saying, “Dermatologist-approved, hypoallergenic and fragrance-free claims are important for children and teenagers. “We remain strong in our products.”
Clean, vegan, and eco-friendly formulations are also on the rise due to increased awareness of environmental issues and ingredient safety. “Parents are becoming increasingly wary of ingredients that are considered harmful to their children,” Mazzilli said, adding that this concern is influencing product development.
Generation Alpha’s growing awareness of environmental sustainability also plays a key role in shaping their preferences. “They’re being raised in the midst of the climate emergency,” Mazzilli said, so they “tend to be more ethical and values-driven” and more transparent with the brands they support. He stated that he is clearly seeking.
Educational resources and co-creation
In addition to offering products, Mazzilli emphasized the need for brands to act as educators. “Brands also need to be a resource and educational platform through blogs and tutorial videos,” she said, stressing the importance of demystifying beauty for young consumers.
Providing easy-to-understand explanations about the benefits of skin care routines and ingredients is key to helping both teens and their parents navigate the world of beauty with confidence.
Looking to the future, Mazzilli suggested brands can deepen their connection with Generation Alpha by involving them in the product development process. “By putting co-creation and community engagement at the center of the product process, brands can actively listen to the needs of tween and tween consumers,” she explained. Through initiatives such as the Beauty Teen Committee, brands can ensure that their products align with the interests and values of this young audience.
As Gen Alpha becomes an increasingly influential consumer group, beauty and personal care brands must adapt to their unique preferences. Companies that effectively engage with this digitally savvy, values-driven generation by focusing on safety, transparency, and age-appropriate solutions will be able to build lasting loyalty. “By understanding their needs and preferences, brands can recruit tweens and teens with products that specifically target the increasingly sophisticated pre-adolescents,” Mazzilli said. he concluded.
