Gen Alpha is claiming its space in the beauty industry Sephora Teens to the rescue!
We've already discussed this on several occasions. Skincare is reaching increasingly younger age groups and not always for the better. Stores like Sephora and Ulta, especially in the United States, are being flooded by pre-teens anxious about aging and eager to replicate what they see on TikTok, buying expensive products unsuitable for their skin and risking dermatological as well as psychological issues, falling into harmful loops of beauty FOMO and unrealistic expectations about their skin and what it means to age.
Skincare conquers Gen Alpha: curiosity and risks
Responsibility undoubtedly lies with society - families, social networks, and content creators. But it's also on brands, their companions, and their target audiences. What if, as a beauty industry, they decided to create products, brands, or experiences specifically for Gen Alpha? Would it be a partial solution, a way to guide them toward suitable products as they grow, or just another invitation to overconsumption?
Yes Day: the beauty brand by kids, for kids
We don’t have all the answers to questions that are becoming increasingly pressing, but we do have an example of a newly launched brand that seems aimed precisely at those who are too young to be part of Gen Z and to use retinol, yet still want to be represented in the beauty community. It's called Yes Day, and it was highlighted by Business of Fashion. At the launch event on September 19, everything was designed for the very young: the music (Doechi and Charli XCX), the guest list (including Blue Ivy Carter), and the activities (stations to make charms, apply tinsel hair, enjoy ice cream and sip mocktails).
It’s no surprise. The brand’s creator is Coco Granderson, 13 years old. Her launch comes almost simultaneously with Sincerely Yours, a brand that drew over 80,000 tweens to its New Jersey event. The co-founder of that brand is Salish Matter, 15 years old. The wave is clear: new, young, agile brands created by Gen Alpha for Gen Alpha, with ambassadors, founders, and creators (real or symbolic, for example, Yes Day is supported by Coco’s father, Damien, lawyer to clients like A$ap Rocky and J Balvin) who are as young as the audience they intend to reach.
Challenges and opportunities: taking young beauty seriously
The message is clear: while Gen Z had to wait until late adolescence for dedicated brands, Gen Alpha is pushing founders, retailers, and investors to respond with parent-approved offerings. And this wave is only accelerating. In 2023, target-specific brands included Yawn, JB Skrub, Btwn, and Gryt. By 2025, Fawn, Erly, Pour Tous, and Saint Crewe joined. The market is expanding, and Gen Alpha must be taken seriously, with carefully formulated products suitable for very young skin, avoiding - in addition to retinol - ingredients like hyaluronic acid and vitamin C. This isn’t risk-free. Youth brings indecision and volatility. Will these new brands last? Will the investments prove profitable? Whatever the answers, and whatever the future holds, the message is clear: Gen Alpha beauty refuses compromises and miniature adult treatments. It wants to be taken seriously, on its own terms.
