The American chain store Nordstrom hopes to take advantage of the voracious appetite of the Alpha generation (born after 2010) for beauty products with young adult kiosks located in its teen clothing departments and a “Beauty for Young Adults” category. These spaces, which feature popular brands such as Kiramoon and Kaja, are available in six cities, including Chicago, Seattle and Tampa.
Teen spending on beauty is up 6% year over year or $342, according to Piper Sandler’s fall survey of teens – the largest since spring 2018. While teens still gravitate toward budget drugstore stalwarts like elf Beauty, Maybelline and CeraVe, they’re also moving to high-end brands like Sol de Janeiro and Selena Gomez’s Rare Beauty, lured by the promise of effective, high quality and colorful packaging.
Despite the role that social media (especially TikTok) plays in product discovery and research, these young consumers overwhelmingly prefer to shop in-store: 85% of teens who shop for beauty products prefer to visit retailers like Sephora and Ulta rather than shopping online, according to the Spring 2024 edition of Piper Sandler’s Teen Survey. A boon for large stores which intend to retain the loyalty of this very young clientele.
Key trends in the cosmetics market for Generation Alpha
Natural and safe products: Generation Alpha parents are very attentive to the safety and composition of children’s products. They look for cosmetics without harmful chemicals, such as parabens, sulfates and artificial colors. Organic and hypoallergenic products are particularly popular.
Personal hygiene from a young age: With increased awareness of hygiene and well-being from childhood, products for babies and children (shampoos, lotions, sunscreens, etc.) are in high demand. Brands create specific ranges adapted to children’s delicate skin and hair.
Sustainability and eco-friendly packaging: Generation Alpha parents are often very sensitive to environmental issues. They favor brands that use sustainable, recyclable or compostable packaging, and that are committed to reducing their carbon footprint.
Influence of social media and influencers: Even though Generation Alpha is still young, they are already exposed to social media. Influencers in the children’s product space play an important role in guiding parents’ purchases. “Mom” and “parenting” influencers have a notable influence.
Inclusivity and diversity: Parents are also looking for products that reflect diversity. Product lines that include different skin tones or suit different hair types, especially for textured or curly hair, are growing in popularity.
Immersive experiences and interactive products: Some cosmetics manufacturers are starting to create interactive products to make the experience more fun. For example, bath products that change color or create playful bubbles capture the attention of young ones and make them easier to use.
Impact of technology: Generation Alpha is growing up in a hyperconnected world. It is likely that future cosmetics for this generation will incorporate technological innovations, such as applications to measure skin hydration or personalized products based on individual needs.
