The so-called Generation Alpha, born between 2010 and 2025, is already significantly changing the demands on the beauty industry today. With their fascination for skincare and cosmetics and their affinity for technology, the "digital-first generation" is shaping the consumer trends of the future, according to a new study by leading London-based market research institute Mintel. According to the study, the purchasing power of the new generation is estimated at more than five trillion euros by 2029 - a potential that cosmetics brands should not ignore, according to Mintel.

Risks for skin health

The younger generation, also referred to as "Sephora Kids", are diving deep the beauty industry and buying luxury items that are actually marketed towards an older demographic. They see influencers as a source of inspiration and want to emulate their routines. However, this early interest in skincare risks them using products designed for adults - often to the detriment of their skin health. The delicate balance of adolescent skin is disturbed as a result. The cosmetics industry is therefore called upon to offer age-appropriate products and to promote more education about healthy skincare, according to Mintel.

Shopping with augmented reality

Generation Alpha is very familiar with shopping experiences that merge online and offline worlds. They are increasingly using technologies such as augmented reality (AR) and virtual reality (VR). According to Mintel, almost a third of 12 to 14-year-olds in the USA already use augmented reality when shopping. Virtual tools allow them to see how make-up will look on them without having to apply it. In addition to technological innovation, sustainability is also a key value for the younger generation, according to Mintel. They - and their parents - attach great importance to environmentally friendly beauty products with natural and "clean" ingredients. They care about how their purchasing decisions impact the planet. Brands with transparent and authentic sustainability practices therefore have a greater chance of gaining the trust of the young target group.

Diversity is a matter of course

According to Mintel, members of Generation Alpha also attach great importance to diversity, equality and integration. For them, it is a matter of course that beauty products take into account all skin colours, body types and genders. Brands that promote diversity and equality can therefore expect more loyalty. With the increasing influence and purchasing power of this generation, brands should be prepared for their demand for new technologies, sustainability and inclusivity. Authenticity and social responsibility are essential to successfully fulfil the expectations of the young target group.

Source: Mintel