Beauty buying skews younger with each new generation, thanks to easier and faster access to products along with the steamrolling influence of social media. With the rise of Gen Alpha and Sephora kids, proliferating messages of aging prevention and children’s urge to start using skin care at a younger age have predictably caused parental concern and some industry backlash.
To understand the #SephoraKids phenomenon better, The Benchmarking Company’s August 2024 teen/tween beauty survey asked more than 2,600 parents about the beauty and personal care habits of their children, ages 7-17, encompassing Gen Alpha and the youngest members of Gen Z.
Here’s what we’ve learned: girls and boys as young as 7 are displaying enthusiastic interest in cosmetics and skin care, while their wary parents have specific brand needs and expectations for keeping their kids safe. Let’s break it down.
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